Using data appropriation to drive digital transformation with Pierre Fabre
We convinced Pierre Fabre to adopt a direct-to-consumer relationship as a strategic development approach for three reasons. First, the dermo-cosmetic market is under attack by agile digital-native brands addressing niche markets with online communication and distribution codes. Second, omnipresent social networks and user-generated content have seen the rise of “prosumers” – key influencers who challenge the authority of health professionals. And third, online distribution is playing an increasingly important role for the Group in France and abroad.
Aware that a direct-to-consumer shift could result in fragmentation, management saw that transformation of their digital marketing techniques was needed to ensure economic results. The answer: Precision Marketing.
Precision Marketing Client Case: PIERRE FABRE