Relationship Marketing in the World of Haute Couture: Turning Brand Awareness into Lifetime Loyalty

Christian Dior is a worldwide leader in fashion and luxury goods. Established in 1946, Christian Dior designs and produces some of the world's most coveted haute couture, ready-to-wear, menswear, accessories and fine jewelry. Today, Dior operates 492 boutiques worldwide, including more than 30 stores in North America, half of which are freestanding boutiques. DIOR in the US was faced with three major marketing challenges: 1) Increasing brand awareness 2) Increasing up-sell and cross-sell to repeat customers and 3)Improving engagement with its most loyal customers.

Dior turned to Neolane's conversational marketing technology for highly targeted cross-channel marketing campaigns that use customer analytics to increase overall customer lifetime value.

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