Marketers are in the midst of an experience economy, says Lancome digital marketer

The head of digital marketing strategy for the luxury cosmetics brand, Alessio Rossi, talks to CMO about modern marketing strategy, customer centricity and why cross-channel engagement and content are key

Marketers are in the midst of an “experience economy” and must position their brands in through customer engagement if they hope to continue winning the consumer acquisition and retention war.

That’s the view of vice-president of interactive and e-business marketing at Lancome, Alessio Rossi, who caught up with CMO in the lead-up to this year’s Ecommerce Conference and Expo in Melbourne to discuss digital marketing trends, modern retail strategy and customer centricity. Rossi will be keynoting the event.

Rossi has more than 10 years’ experience marketing a range of luxury global brands including Gucci and Ducati. At Lancome, he is responsible for its non ‘bricks-and-mortar’ presence and digital customer strategy including CRM and social media.

Rossi stressed the importance for consumer brands to take a multi-channel approach to marketing and retail today, pointing out that customers do not think in terms of online or social engagement.

“They expect a single consistent experience gathering information, services and products at any time, any place as they need,” he claimed. “With this in mind, our efforts today go synergistically in the direction of building an 'experience economy'.

At Lancome, the focus is on both customer retention as well as acquisition. CRM is at the heart of this strategy, Rossi said. “Retention is only possible if our products, services and campaigns leave a positive, long lasting memory to our customers,” he commented.

“Acquisition is only possible if we are more appealing and inspiring than the competition. We do our best to look through these lenses for all that we do.”

For Rossi, mapping the consumer decision journey is a cornerstone of building a robust digital marketing strategy and a major source of relevant insights for Lancome.

“This should be done beyond the path consumers take to buy your products only as it unveils lifestyle details that can be invaluable,” he continued. “Nowadays, there is an overwhelming array of digital media options, and it is key to pick only those that are relevant for your customers, consistent with your brand values and of course that are effective in terms of ROI.”

Lancome is experimenting with new media and measurement as part of its ongoing efforts to stay in tune with modern consumer needs. With current smartphones adoption rates and the fact that devices are the most intimate items consumers own, mobile marketing is also a key focus this year, Rossi said.

The company’s current focus for mobile innovation is on the connection between devices and the in-store experience.

“This is a unique opportunity to further personalise the experience with this always connected, highly opinionated, very demanding and sophisticated consumer,” he said.

Like many marketers, Rossi has also witnessed the consumption of content increasing exponentially in recent years and sees its growing importance in the customer engagement piece for his brand. The challenge is both the volume and diverse range of content required to cut through the noise. In today’s highly competitive market place, marketers have even less time to grab an individual’s attention, he pointed out.

“An email banner or a social post may require significant investment and are consumed in seconds,” Rossi said. “This requires a thorough and much anticipated content production planning process as well as dedicated P&L lines with clear responsibilities.

“We always start from customer engagement and our ability to appeal and to remain relevant. If that doesn't work, we just don't proceed.”

Creativity versus science

Rossi also weighed in on the debate around creativity versus data in a modern marketing today, claiming marketing luxury brands must combine, rather than choose between art and science.

“We start from a creative vision that empowers women to achieve their best beauty potential, femininity and French elegance,” he said. “We then use data to measure how this is received and how it turns into business effectively.

“We don't see how the two sides can be separate.”

As a digital marketer, Rossi claimed his role continues to evolve as digital increasingly pervades consumers’ lives.

“Despite this transformation, we remain loyal to our core values of French sophistication, ultimate service and unsurpassed experience with customers desires always at the centre of our thoughts,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in