This project focused on how the LVMH brand, Buly, can effectively utilize one specific functionality in Salesforce, a CRM, to solve a brand concern.
Officine Universelle Buly is a beauty care and perfume brand created by Jean Vincent Buly. The company's philosophy is: unique, precious, and authentic.
Buly was acquired by LVMH in October 2021.
Upon further research surrounding Buly, there were three main topics within the brand that required additional analysis: brand awareness, product segmentation, and digitization. When Buly entered the LVMH universe, the problems surrounding the brand’s lack of comparative awareness became more evident. Additionally, the brand has such a wide variety of products that it results in too much segmentation for consumers. Finally, Buly's digital presence is not as advanced as it should be to effectively compete in the market.
The solution surrounded cross-selling initiatives because this aspect impacted all three areas of opportunities identified. In integrating the third party platform, Tableau, in Salesforce, an industry leading customer relationship management system, Buly will be able to visualize online and in-store sales in real time. With this knowledge, new marketing strategies and visual merchandising practices can be implemented.
Pictured is an example of how Tableau visualizes sales data. This visualization highlights ratios of body care products purchased simultaneously with a perfume.
