Iconic & Legendary: The Case of Zadig&Voltaire and the Importance of Customer Experience
Zadig&Voltaire puts customer experience at the heart of its strategy and offers a unique customer experience. Find out how with Reelevant!
Marketing Manager
In a world where consumers are constantly bombarded with marketing messages, personalization has become essential for brands aiming to truly capture and retain customer attention. This approach is about delivering a tailor-made customer experience by leveraging behavioral data and interactions across various channels to craft highly targeted messages and offers. When combined with a cross-channel strategy, true personalization becomes a powerful lever for both customer loyalty and brand differentiation.
True personalization goes far beyond simply inserting a customer’s first name in an email or offering recommendations based on past purchases. It involves using a wide array of data—behavioral, demographic, and transactional—to create a unique experience at every stage of the customer journey. Through advanced data orchestration, brands can analyze user actions in real time and adjust their messaging instantly.
For example, a hotel brand might highlight an exclusive offer for a stay that a customer has viewed multiple times—based on remaining availability—while a streaming platform might recommend a movie aligned with the user’s favorite genres, also factoring in recently watched titles.
This personalization strategy can be even more impactful when consistently deployed across all the channels customers use to engage with a brand. The term “cross-channel” refers to the seamless integration of digital channels to provide a unified customer experience. This includes website interactions, mobile apps, social media, email, and even SMS. The goal is to ensure continuity and consistency of communication, no matter where or how the customer chooses to connect.
Consider a customer who starts a product search on their mobile phone, continues on a desktop, and completes the purchase through the brand’s mobile app. If each touchpoint is personalized and integrated, the brand delivers a cohesive experience that meets the customer’s expectations while reinforcing loyalty.
Data lies at the heart of every personalization strategy. Companies must collect, analyze, and activate data from multiple sources: online behavior, website browsing history, in-store purchases, product availability, customer reviews, and more. One of the key challenges is centralizing this data and combining it intelligently. A customer may interact with a brand through several channels, each offering fresh and valuable insights.
Reelevant effectively enhances CRM platforms by providing dynamic data orchestration and contextual personalization, enabling a 360° customer view and unified interactions across all touchpoints.
By partnering with Reelevant, Place des Tendances initially implemented real-time email personalization based on previous customer interactions. This included highlighting recently viewed products, items added to carts or wishlists, optimizing dynamic banners for loyalty program members, and notifying customers about product replenishment periods.
The goal was to enrich the customer experience by aligning communications with individual behavior and preferences. The results speak for themselves:
But that’s not all—after email, they tackled on-site personalization. A consistent experience was created between emails and the website homepage by displaying personalized brand selections. This ensured a seamless and unified cross-channel journey. Results:
Carrefour undertook a major transformation of its CRM strategy by integrating Reelevant to personalize promotional communications at scale. Faced with the limitations of traditional segmentation and customer feedback about inconsistencies in pricing, stock, and promotions, the company implemented a real-time, large-scale automated personalization solution.
In just three months, Reelevant was integrated into Carrefour’s data ecosystem (Salesforce, Tableau, BigQuery), enabling the delivery of personalized messages on customers’ preferred channels—factoring in their affiliated store, current stock, and active promotions.
This initiative allowed Carrefour to:
Additionally, personalized content doubled the click-through rate compared to generic content, while saving the marketing team four hours of work per week.
Cross-channel personalization represents the future of customer relationships. By delivering unique, coherent, and seamless experiences across all channels, brands can not only increase customer loyalty but also attract new audiences and drive measurable business outcomes. However, for this approach to be truly effective, it requires advanced technology—like Reelevant—and rigorous data management.
Reelevant is the hyper-personalized customer experience solution that reconnects brands to people. We help brands dominate the last mile of the customer experience, where it all comes down to it. We trigger memorable brand moments while maximizing CLTV. To achieve this, we translate data into relevant content, created and synchronized in real time according to each customer lifecycle, at scale and across all touchpoints.