It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Luxury beauty brand, L'Oreal, is adopting Sitecore’s content management platform as part of plans to drive more personalisation and multi-channel customer visibility across its brand portfolio.
The deal stretches right across The LÓreal Group in all regions including its Vichy, LÓreal Paris, Maybelline and Garnier brands. The company has purchased Sitecore’s content management system (CMS) platform, along with its Foundry site management and Microsoft Azure cloud offerings, and plans to roll these out as a centralised enterprise framework for customer experience management.
In a statement, LÓreal chief information office (CIO), Jean-Christophe Sautory, said Sitecore will replace an existing in-house CMS and allow it to leverage customer insights in real-time in order to deliver compelling content through all marketing channels.
This framework will create significant operational efficiencies company-wide and, in the process, accelerate time to market for new products and services.
“With Sitecore, we can deliver compelling, personalised and immersive digital experience for our customers globally,” Sautory said. “Sitecore’s experience platform provides a robust and scalable central framework for all our brands, regions and countries.”
A Sitecore spokesperson told CMO the first deployments of the multi-year, global project are already underway and the group is now in the process of implementing Sitecore technology across several brand websites.
Being a Microsoft-based organisation, Sitecore was a natural move from L'Oréal's existing, in-house CMS to a modern enterprise-class CMS, the company stated.
Sitecore's ability to create unique local digitals experiences on the top of master websites was also a key feature, particularly for local partners and Web agencies.