LOccitane gets a boost from location strategy

LOccitaneOrganic beauty product and cosmetics brand L’Occitane teamed with xAd, a location-based marketing company, and digital agency Threepipe to deliver a mobile campaign for the launch of its ‘Terre de Lumière’ fragrance. The campaign achieved a 10 per cent sales uplift.

The campaign, which launched in February, utilised xAd’s Blueprints technology to draw polygons around L’Occitane’s high foot traffic UK stores. It saw interstitials and banner media units being delivered to people who were or had been nearby to stores.

“Although the traditional L’Occitane customer is female, gift buyers cover a much wider audience demographic,” said Mark Dugdale, digital and CRM director at L’Occitane. “Therefore, a location strategy that allowed us to capture people in those convenient moments and really experience our new Terre de Lumière fragrance, was exactly what we wanted to launch this onto the high street.”

On top of the 10 per cent sales uplift, the campaign resulted in a footfall uplift of eight per cent, and landing page engagement rates 190 per cent over benchmark. 75 per cent of those engaging with the landing page chose to ‘shop now’.