L’Oréal Taiwan increases offline revenue 2.5x with Google
Cloud and Google Marketing Platform
Marketing
Platform
For Small Businesses
For
Enterprises
Resources
Blog
Partners
Support
For Small
Businesses
Free and easy-to-use solutions for businesses of
every size.
Learn
more
For
Enterprises
A single platform that integrates your
advertising and analytics, so you can act on
customer insights faster.
Learn
more
Analytics
Understand your customers so you can deliver
better experiences.
Tag Manager
Manage all your tags without editing code.
advertising
Campaign Manager
360
Get a complete view of all your digital media
campaigns.
Display & Video
360
Reach today’s always-connected audiences
wherever they are.
Search Ads
360
Get real-time data and unified insights for
your search campaigns.
analytics
Analytics 360
Use advanced tools to get a deeper
understanding of your customers so you can
deliver better experiences.
Tag Manager
360
Manage all your tags in one place for a
smarter, simpler way to oversee your
marketing.
Marketing
Platform
For Small
Businesses
Analytics
Tag
Manager
For
Enterprises
Campaign
Manager 360
Display
& Video 360
Search
Ads 360
Analytics
360
Tag
Manager 360
Resources
Success
Stories
Insights
Community
Blog
Partners
Support
Case Study
L’Oréal Taiwan increases offline revenue 2.5x
with Google Cloud and Google Marketing
Platform
Tags
Analytics 360
Google Marketing
Platform
The Goals
Optimize digital marketing to drive more
offline purchases
Reach people who are the most likely to
purchase offline
The Approach
Analyze online and offline activity in
BigQuery
Use AutoML to predict which site visitors
are most likely to purchase
Automatically create audiences in Analytics
360
Reach audiences through Google Ads
campaigns
The Results
2.5x increase in offline revenue from
campaign
2.2x increase in Return on Advertising
Spend for Lancôme Taiwan
Headquartered in the suburbs of Paris, L’Oréal is the world’s largest
beauty company. Its mission is to create the
beauty that moves the world. With a portfolio
spanning luxury, professional, mass market, and
active cosmetics, L’Oréal helps hundreds of
millions of men and women feel good about
themselves. Today, the company is present in
more than 150 countries around the world.
“In recent years, we’ve seen the Asia market
drive strong growth for the L’Oréal business,”
says May Ng, Chief Digital Officer for the
L’Oréal luxury division in the Asia Pacific
region. “What is unique about our customers in
Asia is that they are digitally savvy and often
online, so to support our growth in Asia, we
spend much of our marketing budget to connect
and engage with them online.”
Even though many customers discover and
interact with the brand digitally, the majority
of sales for L’Oréal's luxury products occur
offline, in stores. This fragmented journey
made it difficult for L’Oréal's marketing team
to connect its digital marketing investment to
the return it was receiving through offline
sales. The team believed if it could better
connect the customer journey, it would be able
to understand which groups of people were most
likely to purchase in stores.
L’Oréal turned to its account team at Google
for a potential solution. The Google team
suggested L’Oréal use an approach that relied
on two platforms L’Oréal was already using,
Google
Marketing Platform and Google
Cloud. With this approach L’Oréal could
focus its marketing campaigns to reach only the
highest potential customers who were likely to
purchase in stores.
Bridging the online to offline gap
L’Oréal decided to test this new solution in
Taiwan. “The Taiwan Luxury Division is one of
the most advanced users of data and technology
at L’Oréal,” says Mandy Hon, Chief Digital
Officer for the L’Oréal Luxury Division in
Taiwan. “Plus the team was eager and ready to
launch this initial test.”
First, L’Oréal needed a way they could analyze
online activity measured in its
Analytics 360 account and offline sales
activity measured in its CRM system, together
in a single tool without using any personally
identifiable information. The team decided to
use BigQuery, Google Cloud’s fully
managed and scalable data warehouse.
Using the
BigQuery export feature, L’Oréal was able
to quickly export its website data from
Analytics 360 to BigQuery. And once L’Oréal
added its offline sales, Mandy and team were
ready to start analyzing the data. Through
their analysis, they found that people
typically visit their website 14 days before
going into a store to make a purchase.
Gaining predictive insights from Cloud
Mandy’s team then used AutoML, a suite of machine
learning products within Google Cloud that
helps developers train high-quality models
specific to their business needs. AutoML
allowed them to use their data to train custom
machine learning models and instantly move from
rule-based to predictive automated insights.
In order to understand patterns between the
behaviors of users online and their purchases
offline, the team used AutoML to analyze two
months worth of Analytics 360 and CRM data.
This method discovered patterns which then
provided prediction scores for people who had
visited their website would be most likely to
go in-store to purchase in the following two
weeks.
“Google Cloud helped us automatically determine
which visitors are most likely to later
purchase in our stores, says Mandy.” This was a
much more efficient way to determine which
audience we needed to reach.”
In order to import these prediction scores into
Analytics 360, L’Oréal used the
query time import feature in Analytics 360.
The feature also helped L’Oréal use the
prediction scores from AutoML to automatically
create new audiences directly in Analytics 360.
Reaching the right audiences
With the audiences created in Analytics 360, it
was easy for L’Oréal to share them with two
Google advertising products,
Display & Video 360 and Google
Ads. Now, L’Oréal could build marketing
campaigns to reach only those audiences and
help drive more sales.
Using Display & Video 360, L’Oréal built a
video ads campaign to reach their intended
audience with an upper funnel message. And then
for a more specific message, Mandy and team
built a campaign in Google Ads that would later
reach the audience with display ads to drive
offline actions.
In addition to reaching their intended
audience, L’Oréal was also able to expand their
reach and engage with people who exhibited
similar characteristics online. L’Oréal
discovered new audiences they could reach
through Similar Audiences and the Audience Expansion feature in
Google Ads.
By using both Display & Video 360 and Google
Ads, L’Oréal reached people most likely to
purchase at multiple points in the customer
journey and kept them engaged with different ad
formats. At the end of the pilot project,
offline revenue from these campaigns increased
by 2.5x and the Return on Advertising Spend
grew 2.2x.
A scalable success
The company has set ambitious goals for all its
global teams to think bigger when it comes to
digital. Currently, Mandy is working with teams
across the company to replicate the strategy
piloted in Taiwan.
“The successful results from our L’Oréal
Taiwan team have inspired our other L’Oréal
teams around the world.”
May Ng,
Chief Digital Officer, Luxe APAC L’Oréal
Share article
You might also like:
Case Study
Rituals Grows Their Brand with Google
Marketing Platform
Read more
2
3
4
See all
Success Stories
Follow us
About Google Marketing Platform
Overview
For Small Businesses
For Enterprise
Learning & support
Support
Blog
Analytics
Academy
Skillshop
Google
Primer
Developers & partners
Google Marketing Platform
Partners
Analytics for
developers
Tag Manager for
developers
Campaign Manager
360 for developers
Related products
Google Ads
Google
AdSense
Google Ad
Manager
Google Cloud
Firebase
More from Google
Think with
Google
Business
Solutions
Google
Workspace
Privacy
Terms
About Google
Google
Products
Cookies management controls
Help