The launch of its first ever e-commerce brand – T.O by Lipton - in France was a major project for Unilever. To meet the challenge a dedicated team was set up within the Group: a small unit, entirely committed to the success of this new premium tea maker brand – a true internal startup. An ambitious project with much at stake: to succeed, TO by Lipton needed to disrupt traditional mass market models, all while keeping the Group’s position as Category Captain on the tea market.
We were chosen to support the TO by Lipton team in the definition of a disruptive and relevant data and client oriented strategy. Over 3 years, we worked together on all CRM, technical and business model aspects of this ambitious project.
Learning and applying innovative work methods, upgrading technological (CRM and e-commerce) skills and testing new business models: our goals were clear.
As so often, visualization was key. We used our Cookbook methodology to bring the team to picture all of their data-run customer journeys (CRM and PRM contact strategy, media retargeting scenarios, data collection strategy on the whole customer journey).
Keeping the end customer at the forefront of our strategy, the T.O by Lipton team was also able to model and test the concept of Customer P&L (or Nano P&L). This allowed them to record the entirety of customer/brand interactions and estimate cost and revenue for each one of them. We were thus able to assess profitability per client segment, bringing us to study a monthly subscription model.
Over the course of the project, Unilever gained true technical knowledge on data issues and fully assimilated a new client focused culture. On a strictly operational level, T.O by Lipton succeeded in implementing an entirely personalized CRM strategy, continuously refining its customer knowledge based on collected data. We were also very proud to ultimately launch a subscription platform for the T.O by Lipton tea capsules in a matter of months, in partnership with Ziqy.
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