Shiseido, a Japanese cosmetics company, builds more complete and queryable customer profiles and segmentation using AI and natural language processing
Summary:
Shiseido, a Japanese cosmetics company, has been embarking on a digital transformation to centralise customer data, omni-channel marketing automation and focusing the company around the customer journey. Using Salesforce Marketing Automation Cloud and Equals 3 'Lucy", they claim to have a much better customer profiling and segmentation through artificial intelligence and NLP.
Problem:
Shiseido’s ambition is understanding the individual, moving away from clustering personas to applying data in such a way that it can identify and continue interactions seamlessly with a consumer when she shops across the portfolio of brands and different regions. It’s also about reducing the number of communications and building trust-based, longer lasting relationships with the consumer.
- Industry
- Personal and Household goods
- Function
- Marketing
- Company Name
- Shiseido
- Vendors
- Equals3 Salesforce
- AI Technologies
- Link to usecase
- link