Toasting Life’s Moments with Moet & Chandon and Veuve Cliquot

Moët & Chandon partnered with DEG to develop a customer relationship management (CRM) solution that would create connected moments with consumers through personalized experiences.

In need of an updated engagement strategy for connecting with new customers, Moët & Chandon partnered with DEG to create connected moments with consumers through personalized experiences by developing a customer relationship management (CRM) solution.

With a CRM solution that provides information about customer preferences, interests, and habits, Moët & Chandon would be able to grow its legacy as a beloved celebratory brand with more consumers.

DEG build a new CRM solution and engagement strategy that doubled Moët &Chandon’semail subscriber base and collected personalization data on nearlyall ofits subscriber base in 2018. Through email personalization, the champagne house achieved a 255 percent increase in email engagement above its benchmark for the year.

KEY HIGHLIGHTS

Conducted research and created four strategic objectives to tailor the brand’s CRM program and drive engagement
Performed data append of current email subscribers
Built and drove subscribers to a Moët & Chandon-branded profile center to learn more about how customers celebrated life moments with the brand

CHANNELS

Creative
Email / CRM

THE RESULTS

255%

Increase in Email Engagement

>2x

Email Subscriber Growth

Veuve Cliquot

Veuve Cliquot partnered with DEG to analyze its email and event attendee audiences to better target engaged customers through email communications.

To start, DEG tested Veuve Cliquot’s email engagement between its Polo Classic event attendees and the full subscriber database, finding that event attendees engage more with the brand. The agency then analyzed social hashtags using Brandwatch to inform the type of content used in event email communications based on what content attendees were sharing online.

DEG also tested and identified the content block that would best lead to engagement within email communications. Finally, the agency updated some of the email messages based upon how Veuve Cliquot’s customers responded to the conversational text. This included asking, “Would you attend again?” on the brand’s post-event survey emails resulting in increased event feedback.