la Vie en Rose
  • YEAR 2019
  • CLIENT La Vie en Rose
  • PROJECT Salesforce Marketing Cloud implementation
  • INDUSTRY Fashion Retail

About La Vie en Rose

La Vie en Rose is the leading Canadian specialty lingerie retailer catering to women aged 25-45. Known as bra specialists,La Vie en Rose also offers a range of lingerie, sleepwear, loungewear, and swimwear.The chain now counts over 180 boutiques nationwide,divided into three store concepts: la Vie en Rose, La Vie en Rose Aqua, and La Vie en Rose Outlet.

challenge

We started working with the marketing team of La Vie en Rose to support their digital transformation.

Though understanding the customer lifecycle and mapping the desired customer journey, we advised their vendor selection process to fulfill the demanding requirements of a company that was transitioning into a customer centric approach. Being completely platform agnostic, we presented the different options that would satisfy their requirements and accompanied them through the selection process to become their partners and lead the full implementation of Salesforce Marketing Cloud.

plan

01.

Supporting the digital transformation

One of the first steps of La Vie en Rose's digital transformation was to map their strategy to better connect with their customers and drive not only more engagement, but also increase repeat revenue from their current database.

02.

Creating a solution for a multi-brand company

Our solution needed to consider the different brands that worked within the company and allow the platform to not only manage independently each brand's communication,but at the same time have a centralized view of the customer, where some data assets would be shared across different business units.

03.

Select the right architecture

After understanding the level of sophistication on segmentation, marketing automation, and personalization, we supported the selection of the new email service provider to deliver on this optimization promise.

04.

RFP process & Implementation

We support the vendor selection process in the initial selection, qualifying requisties, demo management, and elimination processes. After selecting SFMC as the best solution for LA Vie En Rose, we became the implementation partner and delivered a working platform.

bdg process

  • Preparing the terrain

    We worked alongside the IT and Marketing departments to define all data relationships and required fields that would enable the different teams to launch any type of communications-from transactionsal to commercial.

  • Migration to the new technology

    Understanding that the new ESP would need to be up and running with current automated communications, we established a migration roadmap for all communications existing in the old technology.

  • Ecommerce and CRM synchronization

    In order to make the new ESP completely autonomous, we ensured that all sources of data, including the website and the CRM, would be connected and transmitting data as close to real time as possible.At the same time, we developed a process for sending relevant data from Salesforce Marketing Cloud back to their CRM to ensure full synchronization of customers' data between the systems.

  • Avoiding pitfalls

    The new platform implementation required tight project management to make sure that not only were the deadlines respected, but also that other vendors and 3rd parties were aligned with the implementation and requirements.

the outcome

  • A functional data structure

    Outside the implementation of Salesforce Marketing Cloud. we made sure that the data structure was functional for the business, and that any marketing initiative could be implemented in a simple way as all the required data points were made available.

  • Turn Key solution

    After implementing the new ESP,we conducted training sessions with all the different profiles that would be taking care of maintaining and using the new ESP to launch email marketing campaigns.

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