Payot

Success Story: Payot

How does Payot maximise its performance using the Test and Learn approach?

The client

The PAYOT story began in 1920 when Nadia Payot, one of the first female doctors, developed a passion for bringing wellbeing and confidence to all women through skincare.

The French cosmetics company operates in over 70 countries through a wide distribution network comprising more than 7,600 points of sale.

The context

The collaboration between Actito and PAYOT began in 2015, when the brand did not yet have an online shop. Three years later, this leading cosmetics brand embarked on its digital transformation, launching its first online shop in 2018.

As a result, PAYOT began utilising Actito’s advanced features. Following a complete overhaul of its data model in 2020, PAYOT’s marketing teams were able to roll out their first marketing strategies centred around scenario-based campaigns on Actito.

The solution

To maximise its performance, PAYOT decided to adopt a ‘Test & Learn’ approach for its initial triggers in order to capitalise on the lessons learnt. They relied on three approaches:

• The evolutionary approach
• The A/B testing approach
• The reactive approach

The results

Iterative approach: PAYOT launched an initial welcome programme comprising three communications, designed to drive revenue generation. This first sequence generated a 15 per cent increase in incremental revenue. Building on this success, Payot sought to achieve further objectives: driving footfall to salons, qualifying leads and building customer loyalty. The marketing teams therefore decided to expand the welcome programme with four new communications, bringing the total to seven. These campaigns recorded open and click-through rates higher than the average for Actito clients (see the video for detailed figures).

A/B testing approach: For its abandoned basket trigger, Payot chose to use Actito’s A/B testing features to test both the timing and the content. After two months of testing, PAYOT decided to roll out the version that performed best in terms of revenue generated.

Reactive approach: During the second lockdown and following the closure of beauty salons and spas, PAYOT decided to respond by supporting these businesses. Thanks to Actito’s flexibility and the support of its teams, Payot managed to set up a ‘solidarity’ trigger within four days. This post-purchase campaign highlighted their solidarity fund (a 20 per cent share of turnover donated to their partners) and encouraged their customers to return to their shops once the lockdown had ended. It also enabled them to expand their database by 12 per cent, providing a more detailed understanding of their customers and allowing them to better personalise their future communications.

Future plans

To capitalise on the success of its marketing initiatives through Actito, PAYOT plans to take its use of the platform’s features a step further to improve its performance even more.

The teams plan to carry out further testing with different parameters: new timings, different content – such as promotional offers for abandoned baskets – and so on.

New triggers are also planned to utilise marketing activation across different segments, notably the re-engagement of inactive customers or the automatic assessment of post-purchase customer satisfaction. PAYOT intends to integrate new channels, such as digital wallets, to successfully achieve an omnichannel approach. Furthermore, the company wishes to capitalise on existing data to improve its customers’ experience through product recommendation features, which are now possible via Actito.