Customer case

E. Leclerc

The French retail giant reconciles the national and local vision using Dialog Insight and its distributed marketing feature.

For 70 years, E. Leclerc has pursued an objective: to democratize consumption and provide as many people as possible with access to all products and services. Accessibility is first and foremost a question of price. Prices that must remain the cheapest, whatever the product.

For E. Leclerc, accessibility is also a question of proximity and information. And to offer new markets such as parapharmacy, jewelry, and culture, the brand had to fight battles, fight against obsolete laws, break monopolies and develop new know-how*.

Scope
Large company

Field of activity
Large-scale retailing

Scope of solution
France

Project
Distributed marketing – More than 650 stores

Contextualization

A growing company

E. Leclerc dominates the French market. With its growing number of stores around the world, it is becoming increasingly necessary to leverage the customer knowledge of each store to send more local and targeted communications.

Our mandate

The E. Leclerc brand is confronted with several issues

– Increase in the number of communication channels and touchpoints for their customers

– Standardization, centralization, quality and data control 

– Managing commercial pressure

– Compliance with the DGPR

– Convince and engage local stakeholders, i.e. stores and their owners

– Maintain a high degree of autonomy at the local level

The main objectives

The aim is to offer local and national actors a powerful and easy-to-use tool while maintaining an overview of the customer journey and its data, but also to centralize opt-ins to meet the legal obligations linked to the DGPR.

Solution implemented

A centralized marketing tool

Which allows you to do several things, including:

  • A consolidated  view of customer knowledge used by national and local stakeholders
  • Centralized and easily usable monitoring
  • Provision of templates/logos to simplify the work
    • Drag & drop template with fixed blocks to facilitate the uniformity (brand book) of content sent by local entities
  • Public/private image database
  • Simple use of the different channels (SMS/email) by all entities
  • Customized interfaces: 
    • A gradual availability of functionalities
    • Custom dashboards
    • A simplified view based on user profiles and permissions
      • National, central and store view, and agency/partner
Local vs national view

Develop customization levels for users

Among the projects carried out, which are able to adapt to users, there are:

  • Customized interfaces according to the need for data accessibility and the level of maturity of marketing teams.
  • Tools allowing the national an overview of the activities of other entities, but also tools allowing local actors to better manage their communications according to the sendings made by the national.
  • Clear and efficient opt-in management through a simplified view.

The solution provided by Dialog Insight allowed us to centralize the view and management of our marketing campaigns on SMS and email channels while consolidating our customer knowledge in the same environment. We thus have an evolving tool that allows us to use diversified functionalities and to personalize our communications, both nationally and locally, while adjusting our commercial pressure. Finally, Dialog Insight’s teams are available, reactive and provide us with quality support.

Customer Relationship Team
Leclerc

The results

This tailor-made solution has produced significant benefits at both the local and national levels

A click-through rate4x

Higher than the industry

The management of1000

Simultaneous users

Adopt a solution adapted to your needs too

Do as Leclerc did, take advantage of the potential of your data and the skills of your entire team!

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