Learn How The Ordinary Drives Innovation Using Customer Data – Case Study

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Consumers are bombarding with loads of ads on social media, websites, and hundreds of emails offering products and services. It is a tight race to reach customers' attention. What makes a potential customer click on an ad, for example?

Many companies are trying to achieve this goal using customer data. In one of the previous posts, we learned that big data could help brands address a range of business activities, from customer experience to analytics. This tool offers a competitive advantage to the brands enabling them to work faster and target their consumers more effectively.  Although maintaining the privacy of customer data is challenging. In today’s article, we will explore how “The Ordinary” is making use of this concept, benefits, and challenges of customer data for marketing.

The Ordinary is part of DECIEM Group, focused on advanced functional beauty, and launched in 2016. According to a study, the brand has accumulated $330 million in sales in 2019. The company has become one of the most popular skincare brands. Find out the key points of The Ordinary revolution in today's post. 


Personalized customer experience

The ordinary website offers its users the possibility to build their own Skincare routine regime. This is a valuable strategy where the company really gets to know who its customers are. Users have to answer a survey with demographic questions, skincare concerns, and preferences. All this customer data allows The Ordinary to pinpoint exactly what customers are looking for, offering a personalized shopping experience.

The Ordinary Website - consumers can build a personalized skincare regime.



Personalized regime is built according to consumers preferences. 



Targeted advertisings

Automation tools collect consumer browsing data while they are navigating through The Ordinary's website, checking products and services. The Brand can see, for example, items added by the customer to their carts but perhaps removed or later abandoned without concluding the purchase.  This customer data helps ordinary to deliver targeted and efficient ads such as remarketing. That makes it easy for the brand to reach customers who are really interested in their products, exceeding expectations, and building loyalty. Also, it is possible to understand customer behavior using Google Analytics and social media reports. On that account, a data-driven marketing approach can make businesses marketing strategies more profitable and affordable.

Targeted Advertising on Mail Online appeared to a consumer after browsing on The Ordinary Website.


Driving innovation

By collecting large amounts of data companies can track customer feedback, behavior, and competitors’ strategy. Use data insights to improve products and services. The innovation behind The Ordinary is simple, the brand fits major trends of the moment, meeting new customers' expectations. The company offers minimalist packaging, simpler formulations, and accessible prices. The minimalist packaging only reveals the product’s active ingredients with transparent and simplicity explanation about what benefits it has for your skin. The company encourage users to experiment its products and what works for them – mixing bottles and creating their personalized skin regime. The Ordinary has proved that good skincare does not need to cost a fortune. “Our founder, Brandon shook up the industry by showing that quality could no longer be defined by price point,” explains DECIEM’s CEO Nicola Kilner.


The Ordinary minimalist packaging.



Protecting customer data

Big data offers endless benefits for any type of business although maintaining data security safe is fundamental and challenging.  Customers are becoming more concerned about how their data is being used. According to the Internet Society and Consumers International, 69% of consumers are concerned about how personal data is collected in mobile apps. The loss of critical data can be devastating for businesses, like losing customer trust.

The General Data Protection Regulations (GDPR) require that companies who collect data on EU citizens implement a reasonable measure of data protection. This regulation has strict rules on how customer data is collected, stored, and accessed. The information must be stored and processed securely so it doesn’t fall into the wrong hands. For more details check GDPR’s website.


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Comments

  1. F Pinate8 March 2022 at 10:20

    This a great blog and case study

    ReplyDelete
  2. Roger Nunes8 March 2022 at 11:51

    Hi Rafael,
    Thank you for your content on consumer data using The Ordinary as a case study to explain your points. I really liked the image examples you gave of outbound website ads as it shows exactly how targeted ads work. It was good to know how The Ordinary uses customer data to improve their products, ultimately attracting more customers through earned media.
    It was interesting to read about safety concerns from people when it comes to their data. After the HSE data hack plenty of people are concerned what can be done with their data and it causes issues for the marketer in providing customer improvements and also customer data safety.
    Thank you for posting your content on consumer data.

    ReplyDelete
  3. Paola10 March 2022 at 12:25

    Hi Rafael,

    thank you for sharing this very interesting post. I really appreciated your case study on the brand The Ordinary. It is great to read about social media marketing applied to actual brands!
    I particularly enjoyed the part explaining how The Ordinary creates a tailored experience for customers on their website. Another website called Maison Loo offers the same to the users and i believe this is a great way to engage with your audience and to make sure that they will remember their experience on your website. Moreover, this is a great way to gather data in order to retarget customers once they leave your website.

    Thank you again for posting this content!

    Paola

    ReplyDelete
  4. Osnei11 March 2022 at 07:13

    Hi Rafael,

    It is really interesting the example you brought this week about Customer Data usage using the case study from The Ordinary. I love this brand and I am also fascinated about the way they brilliantly take advantage of Customer Data to personalize their products and create a deeper connection with their customers. Targeted advertising is also a big advantage the companies can have from Customer Data collection and The Ordinary knows exactly what to do with it. It is proven that the correct use of Customer Data can not only be beneficial for companies but also for the customers themselves as they will be more likely to find what they are searching for if they share with companies their preferences.
    Thank you for sharing this content with us.

    Osnei Pereira

    ReplyDelete
  5. Unknown12 March 2022 at 04:14

    Hi Rafael,

    Thank you very much for bringing a case study that the company uses customer data to drive innovation.
    The possibility to gather customer data offers a competitive advantage to the brands, enabling them to work faster and target their consumers more effectively. However, you’re completely right when you mentioned that maintaining the privacy of customer data is challenging.
    It is fascinating how The ordinary is offering a unique customer experience through a valuable strategy where the company really gets to know who its customers are. In this way, The Ordinary has been very assertive to pinpoint exactly what customers are looking for, offering a personalized shopping experience.
    I appreciate your post, and I’m looking forward to the next post.

    Natália

    ReplyDelete

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