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L’Oreal opts for CRM software to meet consumer demand

By Michelle Yeomans , 23-May-2012

L’Oreal’s active cosmetics division (ACD) has implemented Customer Relationship Management (CRM) software to support its La Roche-Posay and Vichy teams in India, to ultimately meet customer demand by gaining more access to new markets.

With the mobile intelligence system, staying ahead of market challenges is said to be easier for a business - providing faster access to key emerging markets.

With the implementation of the software, L'Oreal is said to potentially benefit in areas like sales force and commercial productivity growth as well as targeting and segmentation strategies.

Mobile Intelligence provides our company with the ability to reduce our administrative tasks and spend more time interacting with stakeholders,” says L’Oreal ACD India director, Pramesh Arya.

Custom made

According to the cosmetic giant, the provider of the system - Cegedim Relationship Management demonstrated an in-depth understanding of “our most significant pain points, and swiftly met our needs by delivering breakthrough tools to achieve our commercial goals.

With this, L'Oreal is said to be set to achieve better segmentation strategies through its 360-degree customer view and rich analytical and reporting functionalities, ultimately enabling better decision making, customer relationship building, and enhancing sales force effectiveness.

Software advantages

According to system provider, India is a fast growing and complex market where companies like L’Oreal need to rapidly capitalize on new growth opportunities.

CRM believes that in order to optimize targeting and segmentation strategies, investing in these managment systems will provide flexibility and enable the fostering of meaningful, lasting relationships.

The Active Cosmetics Division at L’Oreal focuses on providing solutions to derma-cosmetic problems by offering products in harmony with patient needs and cultures.

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