Marketing activation

Generating over 1000 visits at the point of sale thanks to digital technology

About

The Client

Founded in 1886 in Paris, Fauchon employs around 270 people, has 76 points of sale around the world, including 4 directly operated, for total sales of €180 million.

In 2006, Fauchon completely revamped its Parisian boutique. A true emblem of the French delicatessen, Fauchon called on IDAIA to create a buzz around its reopening and to win over people living locally.

The Client’s Request

Create the event around the opening of the new store, generate traffic and build a database of qualified prospects.

"

"Digital is synonymous with brand virtualization, but it is also a great way to promote the brand's relational and emotional experience”.

David Dupont

Digital Director IDAIA Group
For the record...

Even though Fauchon generates 80% of its revenue through sales outside of France, the dream starts in the flagship store in Paris... One goal was to win over people living locally.

We wanted to focus on making the Fauchon experience come alive and giving others the possibility to share it. With the slogan “Your first Christmas Gift offered by Fauchon”, we created an emailing campaign based on referrals encouraging our targets to extend the Fauchon experience to their close circle of friends and family.

In just a few days, this operation generated more in-store traffic and helped the brand build a large database of qualified prospects.

Actions implemented
  • As a first step, we built up a base of High-Net Worth profiles in a geographical area close to the flagship store in Paris.

  • We then developed a marketing mechanism with: "Your first Christmas Gift offered by Fauchon", based on referrals.

  • Our creative teams created and developed all the emailings necessary for the operation, and also developed the website www.privileges-fauchon.com.

  • The routing of the emailing campaign was done on the basis of BtoC profiles, also created upstream by IDAIA.

  • Once the campaign was over, we updated the customer CRM with the new data and reported the results of the digital and in-store operation.

In summary

Fauchon called on the IDAIA Group to :

  • Proposal of an original marketing action

  • Targeting and segmentation of profiles

  • Rental of prospect databases

  • Copywriting and graphic design emailing & mini-site

  • Technical development of communication supports

  • Routing of the emailing campaign

Result

1685 registrations on the mini-site... and icing on the cake, 991 referrals!