OPPapers.com

Crm

LVMH PERFUMES
& COSMETICS
COGNOS EMPOWERS LVMH PERFUMES & COSMETICS WITH ACCURATE AND TIMELY INSIGHTS
INTO CUSTOMERS TO IMPROVE LOYALTY AND SALES

LVMH Moët Hennessy—Louis Vuitton (LVMH) was
established in 1987 and enjoys exceptional reputation as a
world leader in luxury goods. The company possesses a
unique portfolio of some 50 prestigious brands worldwide
and is present in 12 countries in Asia (excluding Japan).

Their long-term success is rooted in a combination of
artistic creativity and technological innovation. Its strong
brand identity has facilitated the company’s international
expansion, which today encompasses over 1,700 stores
worldwide. The company is active in five sectors - wines and
spirits, fashion and leather goods, perfumes and cosmetics,
watches and jewellery, and selective retailing.

LVMH’s Perfumes and Cosmetics Group contributed 16%
or €2285m to worldwide revenues in in FY2005. Some of
the leading brands in the Perfumes and Cosmetics Group in
Asia (excluding Japan) include; Parfumes Christian Dior,
Guerlain, BeneFit Cosmetics, Kenzo and Givenchy

CHALLENGES

Loyalty programs are key to the success of any luxury
brand. A well planned and executed loyalty plan aims to
help attract customers and retain existing customers. Very
often, the sales and profitability of a luxury brand is directly
proportional to the success of the loyalty plan. As the
competition for consumer dollar heats up, the loyalty
programs for luxury brands have become extremely
sophisticated.

LVMH Perfumes & Cosmetics Group realised that in order
to remain competitive and tap on the growing consumer
market in Asia Pacific, they needed to understand the
drivers behind its customers’ buying behaviour and their
preferences. And to successfully achieve this objective, the
Group required an effective reporting and analysis solution.

The existing CRM system could not adequately meet
brands’ need for...