Yves Rocher Thailand wins Customer Experience Initiative of the Year – Thailand trophy in FMCG Asia Awards

Its YRT Transformation for Life initiative helped the company bag the award.

After 22 years of running under a 100% paper and manual retail model, Yves Rocher Thailand underwent a major transformation agenda to turn into having a digitalized CRM. The aim was to yield the best and seamless consumer experience throughout the journey under the new omnichannel model of the brand.

The initiative started on wanting to have a corporate culture and mindset change across all members in each function to be data-driven and consumer centric. The company identified this as key to any successful transformation. 

Once it was ready, YRT designed the new consumers path on the extended touchpoints from offline only to a complete omnichannel which has been accelerated by the pandemic.

From here they were able to set-up BA commerce, social commerce, social selling (B2S) affiliate consultant, tele-sales, and e-commerce website, and an e-marketplace.

Since then, marketing automation has been implemented with mobile-based loyalty activation which facilitates its customers from sign up to purchase to engage to customer services and accommodates them on any preferred touchpoints. 

At the back end, there is now a consolidated and connected data maintained in one database that is also being properly analyzed and segmented, while optimizing the UX/UI on the digital platform and app at the front-end. 

With this, YRT is now able to deploy an effective personalized pitching and put up offers that help increase the performance of the company.

For this effort, Yves Rocher Thailand was awarded the Customer Experience Initiative of the Year – Thailand award in the recently concluded FMCG Asia Awards hosted by Retail Asia.

The awards programme celebrates the most outstanding companies in Asia Pacific's FMCG industry that have shown exemplary performance with their innovative products and initiatives.

The new experience of its customers covers registering to the membership program on their mobile phone from anywhere, instead of needing to go to an offline shop like what was done in the past. 

Earning loyalty points at any distribution and sales channels, instead of doing so at retail stores is also a new offering. These likewise enabled members to get customized messages and promotions, instead of receiving templates. 

The awarding body recognized the achievements of the company. 

The digitalised CRM helped YRT to achieve a triple uplift on recruitment rate and doubled the retention rate to more than 70%. 

As a result, it has been one of a very few brands in the market noted that was able to still deliver a strong growth in a big negative loss industry in both Y20 and YTD21 despite a long lock down during COVID-19. 

The company also noted that consumers’ responses were positive as seen from the social listening dashboard, where it ranked and maintained a number one leadership for almost two years since the transformation agenda launched.

After a full implementation on the new journey design, constant optimization based on real-time data analysis is now part of the new mantra of YRT, which could be done much more easily now with the new marketing automation tool in place.

Watch the interview below to know more about their winning project: