How a location-based marketing strategy changed L’Occitane

The personal care company worked with digital agency Threepipe to create a new mobile location audience strategy

L’Occitane has revealed the results of its mobile marketing strategy.

The brand partnered with digital agency Threepipe in February to build a mobile location audience strategy and promote its new Terre de Lumière fragrance.

L’Occitane used proximity-based targeting for stores with high footfall across London and the UK to drive store visitations, sales and brand engagement.

Interstitials and banner media units were delivered to consumers nearby the stores. A custom landing page was also built which is said to have allowed users to engage further with brand content or be taken to the e-commerce site.

The strategy helped the stores achieve a sales uplift of 10% and a footfall uplift of 8%. The landing page engagement rates increased by 190%, with 75% of consumers choosing to ‘Shop Now'.

Mark Dugdale, Digital and CRM Director at L’Occitane UK, said: “Although the traditional L’Occitane customer is female, gift buyers cover a much wider audience demographic.

“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.”