Galeries Lafayette

C A S E S T U DY :
Galeries Lafayette
“We created and customised our landing pages in
no time, improving our customer knowledge and
increasing our roi”
SMARTFOCUS CASE STUDY: GALERIES LAFAYETTE
www.smartfocus.com
Paris department store, Galeries Lafayette uses Smart Sites to rapidly enrich
subscriber data and improve ROI.
Challenges
• Enable marketing to create landing pages quickly
and easily
• Customise landing pages according to brand guidelines
• Enrich Galeries Lafayette’s customer database
• Improve performance of email marketing using
landing pages
Key Achievements
• Marketers now create landing pages and forms independently
• Significant time and resources saved
• Better knowledge of customers due to enriched data
• Easy access to customer data integrated with email marketing
SmartFocus Product
• Smart Sites
The Challenge
Among Galeries Lafayette’s communication channels, email
marketing is the key channel for customer acquisition and
retention. With the aim of improving the performance of email
campaigns, Galeries Lafayette wanted the ability to create
landing pages quickly, customise them according to their
needs and integrate them with email campaigns.
The SmartFocus Solution
The aim of Galeries Lafayette using landing pages is to drive
subscribers to a web page that can be easily adapted for
different marketing activities.
With Smart Sites, marketers can create customised landing
pages without needing any technical knowledge of HTML.
Landing pages can be created using a simple drag and drop
interface. In addition to the fast creation of web forms, the
platform’s Responsive Design functionality automatically
adapts the content of the web page to different devices such
as mobile phones and tablets. Visitor response rates to the
business’ landing pages can also be increased due to use
of Galeries Lafayette’s branded URL.
Thanks to Smart Sites, Galeries Lafayette’s marketing team
is able to gather information about their clients’ preferences
in real-time by using web forms. Customer data collected
from these web forms can be automatically integrated with
SmartFocus’ database in a matter of minutes.
The Result
About Galeries Lafayette
Founded in 1894, the Galeries Lafayette Group is one of
France’s leading businesses operating in several sectors such
as fashion, luxury, beauty, jewellery, leisure, home and food, as
well customer relationship management and financial services.
In 2011, Galeries Lafayette’s consolidated sales amounted to 5
billion euros. Since late 2008, online marketing has played a
central role in Galeries Lafayette’s business strategy, which is
moving towards cross-channel: in-store and eCommerce.
“Creating and integrating web forms was always a complicated
task for us. Now, thanks to SmartFocus’ comprehensive
and intuitive functionality, we are able to manage our
landing pages independently. We can update our customer
database and create greater consistency between landing
pages and the emails that we send all in a matter of minutes.
A relationship of trust has been built with SmartFocus - we have
a common approach on performance and on the desire to
improve customer experience.”
With Smart Sites, Galeries Lafayette’s marketing team is
now able to work autonomously without needing to rely on
IT resource. The ability to rapidly create landing pages and
web forms saves considerable time and enables the team to
react quickly when marketing campaigns need to be launched
at the last minute.
Due to the fast synchronisation of data from web forms,
Galeries Lafayette is able to engage and retain subscribers.
With enriched knowledge of its customers, the business is
able to communicate with them in the right way and at the
right time.
Using Galeries Lafayette’s branded URL for landing pages
or web forms in marketing communication also resulted
in improved response rates. And with Smart Sites’ real-time
reporting capability, the team is always able to measure the
effectiveness of their marketing campaigns.
BENJAMIN HUET, MARKETING MANAGER, GALERIES LAFAYETTE
SMARTFOCUS CASE STUDY: GALERIES LAFAYETTE
www.smartfocus.com