In e-commerce, and even more so in the world of luxury goods, the judicious use of data is a strategic imperative.
Dior Couture, too, faces a complex challenge that affects us all: maximizing the impact of its data to strengthen its market position and customer engagement while rigorously complying with RGPD standards, a difficulty added to data collection.
Over the past 5 years, the impact of the RGPD and the exploitation of tracking technologies has dramatically altered the landscape of online data collection.
Today, a conventional e-commerce journey generates an average of 5,000 pieces of data, yet 80% of this data is often useless. Of the remaining 20%, 60% of data is out-of-date, erroneous or poorly calibrated.
These figures underline the urgency of tackling the problem, not only for business reasons, but also for economic, technological and environmental reasons.
EDITOR'S NOTE
. . a potential annual loss of 4% .
. a potential fine of up to 4% of annual worldwide sales
. up to 80% additional costs for analytics platforms and storage
. a loss of Time To Market of up to 80.
Rémi Harrari, Dior Couture's Digital Performance Director, explained to us during the Master Class he led alongside Converteo, how the company achieved its goal of excellence throughout the customer journey, both technically, with Data On Duty Governance Manager & Privacy Manager, and on a human level, since team alignment and cultural sharing were key elements in the success of Dior Couture's data analytics approach.
I / Technical solutions
1. The "By Design" Solution
Dior has invested in an "RGPD-compliant" solution, guaranteeing full compliance with RGPD standards thanks to optimal security protocols, transparent privacy policies and continuous updates.
2. Data Anonymization and Predictive Analysis
Advanced anonymization procedures have been introduced, enabling in-depth analysis of trends and preferences, without compromising individual confidentiality. This makes it possible to understand web users' expectations and analyze how they wish to experience the customer experience when browsing the Dior Couture site, while respecting its users. These predictive analyses are then used to run A/B testing campaigns, enabling analytics teams to pinpoint the best strategy to adopt.
3. Transparent Customer Consent Management
Transparent mechanisms to enable customers to give and withdraw their consent with ease, reinforcing user confidence.
4. Objectivize, set up KPIs, measure performance and disseminate insights
Every site function, every visitor interaction, every production launch must be clearly objectified.
Measuring insights is therefore key to verifying the performance of your actions and adjusting your strategy, but sharing insights is just as important, since all your teams are working together to achieve a common goal.
5. Verification of continuous tracking by design, from staging to production
The frequency of changes will add a little more complexity and recurrence to the recipe.
To remain agile in the face of the constant evolution of their digital environment (website, e-Commerce) and RGPD regulations, Dior has established an "end-to-end" acceptance governance shared with the various teams.
It includes mechanisms for continuous monitoring of tracking and compliance aspects, as well as targeted alerts to improve responsiveness thanks to Governance and Privacy solutions, thus maintaining an optimal user experience and constant compliance with privacy standards.
"Data On Duty is a platform we use to ensure the persistence and resilience of our tracking at Dior Couture.
Why did we implement this solution?
It's because today, without automated control, we lose time on problem detection and treatment. No one is in a position to go and check the 10 most revenue-generating locas, and make sure that the tracking is resilient.
So we set up this solution, which enables us to scan the site on different pages, different routes.
Before Data On Duty, we could find out 24/48 hours later, in the best cases, that we had lost tracking on a particular event. In the worst cases, it could be 2/3 weeks. "
Rémi Harrari, Digital Performance Manager at Dior Couture, about Data On Duty - Governance Manager.
II / Team alignment and cultural sharing
1. Transparent communication
Transparent communication has encouraged the exchange of ideas and information between teams, creating a common understanding of the objectives linked to data exploitation.
2. Cross-functional training
Cross-functional training programs have ensured that all teams, including business, product and marketing teams, understand the importance of data and its use, fostering a common expertise in data analysis.
3. Integrating Data Culture
Promoting a data-driven culture, encouraging employees to view data as an essential asset for strategic decision-making.
4. RGPD Compliance Training
Dior's teams have been trained in the principles and requirements of the RGPD, minimizing legal risks and ensuring conduct in full compliance.
5. Common objectives
Definition of common objectives, encouraging collaboration across departmental silos, creating synergy in the use of data.
6. Feedback and Continuous Improvement
A continuous feedback mechanism has been put in place to foster a culture of constant learning, ensuring the ongoing evolution of practices.
III / REX for Dior Couture
Data On Duty - Privacy Manager enabled Dior Couture to detect RGPD breaches and correct them quickly.
It is important to specify that any breaches, even if they are not the direct and involuntary fault of the site operator, and even if they are the fault of third parties on a site, remain the responsibility of the site operator.
The more players and service providers there are, the greater the risk.
By implementing monitoring with Data On Duty - Privacy Manager, Dior Couture preserves the trust of its customers, its brand image and avoids the risk of fines in the event of an inspection.
" Without Data On Duty wewouldn'thaveseen these breaches, or not seen them in good time, and wecould havebeen exposed. Now we run weeklyscans on key locasand it really allows us tomake sure we don'thave anyproblems, and to be able to correct them directly. "
Rémi Harrari - Digital Performance Manager - Dior Couture
As far as tracking is concerned, Rémi's teams were able to exploit all the features of Data On Duty - Governance Manager and save time on numerous automated tasks, enabling them to focus on those with the highest added value.
"We use the platform to industrialize acceptance testing on several locas. We then run regular scans to validate that the tracking deployed complies with the marking plans. Monitoring and automatic alerts enable us to ensure that the tracking is resilient, and to react in real time if necessary. And the platform will also enable us to migrate more serenely to GA4 server side with automated testing right from the pre-production phases."
Rémi Harrari - Digital Performance Manager - Dior Couture
So, thanks to this holistic approach and its fruitful collaboration with Data On Duty, Dior Couture is strengthening its position of excellence in data governance and data privacy, and can constantly respond to these challenges, which are ultimately not so contradictory when you have the right tools at your disposal.
To find out more about how Dior overcame these challenges, you can watch the replay of the Dior master class.
