{"id":869,"date":"2020-10-30T20:33:00","date_gmt":"2023-09-04T20:33:50","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=869"},"modified":"2023-11-03T15:34:49","modified_gmt":"2023-11-03T15:34:49","slug":"kiko-milano-perfect-customer-journey","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/kiko-milano-perfect-customer-journey\/","title":{"rendered":"How KIKO MILANO is Perfecting the Customer Journey"},"content":{"rendered":"\n<p>Founded in Milan in the late 1990s, <a href=\"https:\/\/www.kikocosmetics.com\/en-ie\/\">KIKO MILANO<\/a> is an Italian professional cosmetics brand that offers a range of high-quality makeup, face and body treatments. Not only is KIKO Italy\u2019s number one make-up brand, it\u2019s also a force in Asia, Europe, and Hong Kong.<\/p>\n\n\n\n<p>To learn more about KIKO cosmetics and how they are perfecting the customer journey, we sat down with KIKO\u2019s Global Customer Engagement Director, Michele Ross. In our latest webinar, Michele explains how KIKO MILANO is operating in the new commercial landscape. She reveals how marketers can successfully navigate the challenges of the \u2018New Normal\u2019 and emerge stronger than ever.<\/p>\n\n\n\n<p>Here are some of the key takeaways from Salesforce\u2019s <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/uk\/form\/state-of-marketing-webinar\/\" target=\"_blank\" rel=\"noopener\">webinar with KIKO MILANO<\/a>:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-it-comes-to-marketing-there-must-be-genuine-engagement-and-alignment\"><b>When it comes to marketing, there must be genuine engagement and alignment<\/b><\/h2>\n\n\n\n<p>Michele Ross doesn\u2019t see the COVID-19 pandemic as a \u201cbig bang\u201d moment that will birth entirely new forms of engagement. She views it as an accelerant that will push brands to move faster in the direction that they are already heading.<\/p>\n\n\n\n<p>In the aftermath of the 2008 economic crisis, consumers began moving away from strictly product-based engagement. Instead, they gravitated to more experiential and purpose-driven ways of shopping. This has become even more important in the current climate. Especially with younger generations, who want to genuinely connect with a brand beyond buying an individual product.<\/p>\n\n\n\n<p>For KIKO MILANO, engaging meaningfully with customers and nurturing these relationships is paramount. Indeed, in this new landscape a brand\u2019s ability to connect is just as important as its product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-using-first-party-data-can-help-businesses-create-outstanding-customer-journeys\"><b>Using first-party data can help businesses create outstanding customer journeys<\/b><\/h2>\n\n\n\n<p>KIKO MILANO is still in the early stages of leveraging first-party data. Yet, it\u2019s discovered that transactional data can provide rich insights into the behaviour of distinct customer clusters. The company is using this data as a base for developing products and creating personalised customer journeys across all touch points. It also uses the data to provide visibility across the company. For KIKO, fully enriching the available customer information to create exceptional experiences and products \u2013 and doing so quickly \u2013 is a top priority.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-innovation-must-serve-the-product-and-the-customer\"><b>Innovation must serve the product and the customer<\/b><\/h2>\n\n\n\n<p>Innovation has been named the top priority for Marketers in our <a href=\"https:\/\/www.salesforce.com\/eu\/form\/pdf\/6th-state-of-marketing\/\">6th State of Marketing Report<\/a>. However, companies also need to prioritise when looking to adopt new technologies and methods of working.<\/p>\n\n\n\n<p>Ultimately, businesses have to serve the product, so innovation is key in relation to product development. It\u2019s also important if it\u2019s tied to a specific consumer need: innovation needs to be relevant to a business\u2019s customer. Not every customer will benefit from technologies such as AI or AR, so businesses should focus on innovations that will improve the journey of their unique customers.<\/p>\n\n\n\n<p>For Michele Ross, Maslow\u2019s Hierarchy of Needs offers a helpful framework for approaching innovation: \u201cFirst I need to eat, and then I can worry about self-actualisation.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-to-win-in-the-competitive-new-landscape-businesses-have-to-get-it-right-the-first-time\"><b>To win in the competitive new landscape, businesses have to get it right the first time<\/b><\/h2>\n\n\n\n<p>Businesses need to know their customers. Their products need to be relevant, and so does their messaging. <a href=\"https:\/\/www.salesforce.com\/eu\/form\/pdf\/state-of-the-connected-customer-3rd-edition\/\">Personalisation is key<\/a>. Businesses must create the right message at the right time, and get it to the right consumer. It\u2019s a competitive landscape, and consumers\u2019 attention spans are getting shorter. Brands need to get it right, right away, or someone else will.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-customer-centricity-is-not-a-buzzword-it-s-a-mission-statement\"><b>Customer-centricity is not a buzzword, it\u2019s a mission statement<\/b><\/h3>\n\n\n\n<p>Customers are at the heart of everything a company does, and brands need to keep them in mind at every step. KIKO\u2019s transactional data has allowed them to gather actionable insights on consumer clusters. And they use that info to develop products and campaigns with those customers in mind. Designing a fantastic product isn\u2019t enough for KIKO MILANO. They need to create a fantastic customer experience that will resonate with their customers. And they need to continually refine it to meet new consumer expectations and needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-cross-channel-customer-relationships-are-important\"><b>Cross-channel customer relationships are important<\/b><\/h3>\n\n\n\n<p>KIKO has set off on a journey to build links between in-store and online engagement. It is also looking at individual stores to make sure that every location is meeting customers\u2019 needs, from staff to inventory. Providing omni-channel experiences and creating an all-encompassing customer journey is vital in the current climate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-it-comes-to-measuring-success-the-long-game-is-crucial\"><b>When it comes to measuring success, the long game is crucial<\/b><\/h2>\n\n\n\n<p>KIKO MILANO once used its loyalty programme to measure retail KPIs. It has now moved to a longer-term view that analyses retention and lifetime value. Engaging customers is important, but nurturing and maintaining that relationship is a true indicator of success.<\/p>\n\n\n\n<p>Watch the entire <a href=\"https:\/\/www.salesforce.com\/uk\/form\/state-of-marketing-webinar\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">webinar with KIKO MILANO<\/a> to learn more about the importance of building strong customer relationships!<\/p>\n\n\n\n<p><i>See what the world&#8217;s top Marketers are saying in the <a href=\"https:\/\/www.salesforce.com\/eu\/form\/pdf\/6th-state-of-marketing\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Sixth Edition of The State of Marketing Report<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn creating perfect customer journeys by taking cue from the global beauty brand, KIKO MILANO. Sixth State of Marketing report included!<\/p>\n","protected":false},"author":1,"featured_media":871,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"38e10eee99bb42c4a4a956f8e79ab401","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[41,38,10,158,234,239],"sf_content_type":[],"coauthors":[26],"class_list":["post-869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-crm","sf_topic-customer-success","sf_topic-marketing","sf_topic-customer-journey","sf_topic-cross-channel","sf_topic-customer-stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How KIKO MILANO is Perfecting the Customer Journey - Salesforce<\/title>\n<meta name=\"description\" content=\"Learn creating perfect customer journeys by taking cue from the global beauty brand, KIKO MILANO. 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