Beauty giant L’Oréal and Ireland has appointed digital agency Rapp, which secured its position as part of a three-way pitch, to deliver a multiway CRM technology solution.

Following L’Oréal’s strategic plan to create personalisation and ‘the desire to deliver compelling, relevant conversations at every customer touchpoint’, according to The Drum, Rapp will pool together online and offline data from a portfolio of brands within the company.

The agency aims to create a ‘single customer view’ that is hoped to allow L’Oréal to have a more effective strategy to target individuals.

Noorin Virani, Senior CRM Manager L’Oréal UK & Ireland said, “Our increased CRM capability, powered by RAPP, will allow us to recognise and deliver the unique conversation each customer wishes to have, increasing brand engagement, maintaining loyalty and contributing positive business results. Bringing all our customer data together will allow us to identify and acquire those with the propensity to be customers and grow them within and across our L’Oréal brands.”