How La Biosthétique is transforming e-commerce with data-driven marketing

B2B under control – B2C still has a lot of potential

La Biosthétique Paris is internationally renowned for high-quality cosmetic products and works exclusively with owner-managed hairdressing and beauty salons. Over-the-counter sales are flourishing – but the B2C online store in 13 countries has fallen short of expectations.

The challenge:

• Hardly any internal resources for e-commerce analysis
• No networked data landscape (many silos)
• High proportion of guest orders suspected
• Only limited customer insights – no segmented approach
• No business intelligence or automated processes

The goal was clear: more sales in the online store, targeted new customer acquisition and activated existing customers.

The solution: Data Value Management with udo

With the support of Capaneo GmbH (formerly Schober Information Group Deutschland GmbH), La Biosthétique decided to use the udo data value management platform.
The path to data-driven e-commerce excellence was paved in four consecutive steps:

Specifically: Data Value Management in four stages for La Biosthétique:

#1 Data cleansing & integration

• Consolidation of fragmented data sources (CRM, ERP, e-mail system)
• Duplicate matching, address correction, plausibility checks
• Basis for clean customer scoring

Advantage: The cleansed data is later used as a learning data set for AI-based lead prediction

#2 Data enrichment

• Expansion to include external consumer characteristics, interests, purchasing power, etc.
• Link to Capaneo database: over 70 million consumer profiles
• Differentiation between occasional vs. regular customers (who are the guest shoppers?)

Advantage: The broader the database, the better the AI

#3 Segmentation & Customer Insights

• Development of four behavior-based customer segments such as:
  • Segment 1 – The Occasional Explorer (rare customers)
  • Segment 2 – The Loyal Enthusiast (committed, regular customers)
  • Segment 3 – The Lapsed Loyalists (reactivatable ex-buyers)
  • Segment 4 – The Devoted Connoisseur (loyal frequent buyer)
• Use of AI & machine learning for purchase probability analysis

Advantage: Better understanding optimizes the approach

#4 Campaign automation & personalization

• Automated, segmented e-mail routes
• Reminder campaigns: e.g. “Is your shampoo empty?”
• Cross-selling, seasonal topics & next-best-product recommendations
• Reduction of guest purchases through new checkout & account focus

The results: Clearly measurable – and convincing

La Biosthétique was already able to make significant progress in the first year after the start of the project:

• Significant increase in sales in the B2C online store
• +9.88 % higher basket value
• Reduction of guest purchases through optimized checkout
• Establishment of company-wide B2C controlling
• Roll-out to France & Italy – other countries to follow

The journey continues: self-learning systems & continuous progress

With udo, La Biosthétique has not only implemented a technical solution, but also anchored a new data-driven mindset in marketing. The algorithms used are continuously improving – through real customer reactions, intelligent segment shifts and dynamic campaign adaptation.

Conclusion

With Capaneo as a partner, La Biosthétique was able to sustainably drive its transformation in the B2C business – with clear results and a scalable infrastructure for future growth.

“With udo, we not only got to know our customers better – we now understand them better.
Thanks to data-based marketing, we communicate more individually, more relevantly and more efficiently.
This allows us to create real proximity, address needs more specifically and offer tailor-made solutions.
The result: significantly stronger customer loyalty and noticeably more sales.”

– Edwin Teiber, Head of E-Commerce, La Biosthétique Paris

Curious about how your company can benefit from udo?

Talk to us. We’ll show you how data value management can boost your sales with automated processes.