BlueVenn has been selected by beauty brand By Terry to enhance and personalize its marketing and user experience. The luxury cosmetic brand will use BlueVenn’s CDP to collate and analyze online and offline customer data across the whole user journey.
By doing so, By Terry will provide a more relevant and personalized experience for its customers, recognizing their individuality and beauty needs.
When the pandemic emerged, Kantar reports that online beauty sales jumped 100% during the first twelve weeks of lockdown. In line with this rise of E-Commerce, By Terry has enjoyed rapid online growth and customer acquisition over the past twelve months. As the brand continues to grow, it is investing in technology that will enable it to increase brand loyalty and retain its expanding customer base, whilst controlling costs and growing a profitable and effective brand.
By Terry was born with the mission to provide women of all ages and skin tones with bespoke cosmetics. Therefore, effective personalization across its product and marketing messages is critical. The implementation of BlueVenn’s platform allows the luxury brand to improve its understanding of customer behaviors and demonstrate the effectiveness of its various marketing channels and campaigns.
BlueVenn will replace and expand upon the brand’s email service provider (ESP), driving and automating the core marketing platform and underpinning all business decision-making. The CDP will provide By Terry with a deeper, holistic understanding of its hybrid consumers, giving it insight into how to best develop its marketing strategy and overall business. Performance will be measured through customer email engagement, with the goal to improve By Terry’s marketing ROI.
Rupert Samuel, Head of E-Commerce at By Terry, said:
“We understand that a personalized and relevant experience is key to customer loyalty. With fewer in-store interactions, we have been quick to adapt, offering our customers virtual beauty consultations and enhancing the features of our website. However, we now need to ensure this personalization is embedded across all touchpoints and channels.
“Using BlueVenn, we can deepen customer loyalty by ensuring our shoppers’ journeys and experiences are tailored to match the quality and relevance of our range of products. The BlueVenn platform is excellently placed to help us achieve this, and having previously seen its value, I am confident that it will help us achieve our marketing and business goals.”
Steve Klin, CEO of BlueVenn, said:
“Across the backdrop of dramatic increases in online spending amongst beauty shoppers, it’s more important than ever to unify and analyze customer behaviors. For businesses like By Terry, it is critical to take control of the online experience. With our help, By Terry can unlock customer data to ensure its customers receive a truly personalized and engaging shopping experience, keeping them happy and importantly returning to By Terry.”
About By Terry
BY TERRY is an international luxury cosmetics brand founded in 2000 by Terry de Gunzburg in Paris. Encompassing makeup, skincare and fragrance, BY TERRY is stocked in more than 20 markets and represented in some of the world’s most prestigious stores, including Harrods, Printemps, Space NK, Sephora, and net-a-porter.com.
Terry de Gunzburg is an industry legend who, over the course of the past 30 years, has been changing the face of beauty through the invention of countless products and formulas, including the iconic Baume de Rose lip balm. Today, BY TERRY offers customers revolutionary foundations, innovative mascaras and long-lasting lipstick formulas, as well as a ‘couture’ beauty line of bespoke cosmetics.