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Lacoste Japan advances towards a zero-party data strategy

Lacoste Japan, operator of the French premium casual brand, has collected zero-party data based on the consent of the consumer in preparation for the upcoming restrictions on the use of cookie data.

In the two digital campaigns, “Vote For Your Favorite Long Sleeve Polo Color” and “New Outerwear Collection for Fall/Winter 2020,” Lacoste sought to learn the fashion preferences of their consumers and how consumers prefer to wear their clothes. In these campaigns, Lacoste used Cheetah Experiences to actively collect zero-party data within an interactive brand experience. After the success of this campaign, the two companies will continue to work on new methods of collecting consumer data and improving customer engagement using zero-party data. 

Campaign objectives 

Vote For Your Favorite Long Sleeve Polo Color 

Consumers were asked to choose their favourite long sleeve polo colours and vote against other colours. While they voted, they were also asked their opinions on different topics: where they were likely to wear their polo shirt and other items they would consider buying along with their polo shirt. Five lucky participants won a long-sleeved polo in the colour with the most votes! 

New Outerwear Collection for Fall/Winter 2021

For the next campaign, VIP customers were quizzed about their preferences when it came to outerwear for the upcoming Fall/Winter season of 2021. They were also asked for more preference data, like what they preferred in their outerwear and what they were most likely to buy, as well as their favourite fashion style. 

Results 

Lacoste Japan saw two great outcomes from their campaign. The first was that switching to this new interactive campaign design from their old questionnaire format helped them achieve a much higher participation rate than usual. The second was that the preference data they collected in the form of zero-party data can now be used for sales promotions in-store. They were able to link customer IDs and preference data like hobbies, tastes, and purchase intentions, to make the in-store shopping experience more customised. 

Lacoste Japan’s Manager of CRM/Marketing Koji Aono said, “This time, our major innovation was to see if we could take action based not only on behavioural history data, but also on the customer’s needs. We consulted with Cheetah Digital about the solution to this problem. We wanted to listen to the needs of our customers and in-store staff, and then propose the best campaigns and products. After two projects, we realised that we could get more customer information in a simpler and safer way; that we could immediately implement new measures based on the answers and results we collected, and that we could increase the brand value for our customers by offering more benefits. We will continue to try out new digital campaigns using Cheetah Experiences and providing a better customer experience based on zero-party data which we will collect from customers.”

Takahiro Tanabe, Solutions Consultant at Cheetah Digital Japan, said, “Through the two projects with Lacoste Japan that we carried out this time, we were able to establish a new data collection and utilisation method that does not rely on third-party cookie data. Also, the two campaigns that we carried out go beyond the conventional questionnaire form. I feel that we were able to provide an interactive brand experience that embodies Lacoste’s brand image, rather than conducting consumer surveys from a brand perspective. We will continue to refine this method and at the same time, work to move ahead in the post-cookie era. We will continue to support data marketing that adapts to various B2C markets.”

Cheetah Digital will continue to support the marketer’s strategy for new data marketing and better customer engagement in the post-cookie era by providing both a powerful platform and professional services.

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