SeLoger.com optimizes B2B and B2C relationships.

Adobe Customer Story
SeLoger.com optimizes B2B and
B2C relationships.
Leading French real estate services provider uses Adobe Campaign
to enhance services and strengthen customer relationships.
“At the end of a six-month evaluation, we
chose Adobe Campaign for its robustness,
performance, and ability to automate all
of SeLoger.com’s communications.”
Jean-Michel Berthelier, CIO, SeLoger Group
SOLUTION
RESULTS
Adobe Campaign solution within
Adobe Marketing Cloud
INCREASED CONVERSION
RATE
Provided visitors with more
timely, relevant content to
meet their real estate needs
BOOSTED B2B
CUSTOMER LOYALTY
Enabled real estate
professionals to better
engage audiences with
more targeted campaigns
INCREASED B2C
SATISFACTION
More personalized, relevant
campaigns strengthen
customer relationships
AUTOMATED CAMPAIGNS
Improved employee
productivity and accelerated
time to market for campaigns
Adobe Customer Story
SeLoger Group
Maximizing reach and impact across campaigns
Established: 1992
Since its launch in 1992, SeLoger Group has become France’s leading marketplace for buying and selling
real estate, in large part driven by the success of the SeLoger.com website. The group now provides real
estate professionals with the largest advertising service, delivering almost two million ads that enable
real estate agencies, promoters, builders, and tourism agencies to reach high-quality audiences.
Employees: 300
Paris, France
www.seloger.com
CHALLENGES
•Consolidate B2B and B2C customer data
•Enable real-time campaign targeting and
personalization
•Automate and manage more consistent
customer interactions
Through SeLoger Group, real estate professionals have an exclusive distribution network that covers
most of the French web. SeLoger Group employs approximately 300 employees who work together
to help ensure the success of 10 brands, including SeLoger, SeLogerNeuf, Immostreet, belledemeures,
AgoraBiz, SeLogerVacances, Poliris, LaCoteimmo, and others.
In 2012, during a challenging time in the real estate industry, SeLoger Group launched its marketing campaign
management and optimization project. The project was based on a simple observation that using mixed
resources with multiple, siloed tools was inadequate to respond to new market realities. The SeLoger
team had two goals: generate loyalty among website visitors and offer a high-quality service to real estate
professionals by better qualifying audiences and increasing the number of real estate transactions.
Today, SeLoger benefits from Adobe Campaign, a multichannel marketing management solution that centralizes
customer data for all of its brands and automates communication by email or push notification—80% of which
are real-time alerts. The group soon expects to surpass 110 million communications, which is almost double
its total at the time of the project’s launch. The implementation of Adobe Campaign has also helped SeLoger
improve the commercial value of target audiences to real estate professionals.
As part of the selection process, Adobe Campaign was one of six software solutions that the company
evaluated to fulfil approximately 250 criteria. “At the end of a six-month evaluation, we chose Adobe
Campaign for its robustness, performance, and ability to automate all of SeLoger.com’s communications,”
explains Jean-Michel Berthelier, CIO, SeLoger Group. After deciding on Adobe Campaign, the solution was
deployed in just three months.
Centralizing customer insights
Faced with a growing number of interactions between SeLoger.com departments, including marketing,
sales, call center, data mining, and others, as well as more direct interactions with customers, the group
sought to capture customer data within a single database to increase efficiency. The company’s needs
were no longer being met by its internal development capacity and external tools in place.
Adobe Customer Story
“Standardizing on Adobe
Campaign across the
group’s 10 brands is a
priority for us. In the long
term, we hope to benefit
from all of the solution’s
capabilities.”
Jean-Michel Berthelier, CIO,
SeLoger Group
There were many problems, including the low level of integration across tools, a lack of synchronization
and automation, and the insufficient tracking of customer histories. The Adobe Campaign solution provided
an environment to aggregate all customer data into a single database shared by the different brands.
To improve real estate services, SeLoger has given its sales executives access to Adobe Campaign,
enabling sales teams to produce quotes in real time for creating marketing campaigns to support real
estate professionals. A simple query enables a sales manager to estimate a campaign’s potential impact
and provide that detail to the customer. If the customer accepts a proposal—for example, for selling new
homes in a housing development—Adobe Campaign will automatically generate the campaign and all
of the personalization elements. A campaign report is then generated and sent to the sales manager,
enabling him or her to analyze the results with the customer.
“Our primary objective was to improve services and the commercial value of our target audiences to
real estate professionals,” says Berthelier. “We’ve accomplished this with Adobe Campaign, increasing
our campaign efficiency and the number of real estate transactions supported.”
Improving loyalty with personalized, real-time marketing across channels
Adobe Campaign integrates easily with the company’s existing IT systems and efficiently manages realtime subscriptions to real estate alerts requested by website visitors. Information relating to people’s real
estate searches is stored, and then used to deliver more personalized messages in the future. In this way,
each person searching for real estate will receive alerts perfectly suited to their interests, whether their
research is on hold or active.
Today, SeLoger has the capability to deliver 3 million messages in only 12 hours, distributing more than 60
million messages per month. The large volume is easily managed by combining high-capacity workflow
automation in Adobe Campaign with a team that excels in executing on goals.
The combination of customer profile enrichment, personalized messages, and real-time alerts on each
customer’s preferred channels—whether email or mobile-push notification—strongly contributes to
increasing customer loyalty to the group’s brands. “Adobe Campaign has enabled us to achieve a high
level of automation, personalization, and technical and commercial efficiency,” says Berthelier.
The group, which is managing a rapid increase in marketing activities due to rapid brand growth, has
successfully united its teams and optimized its structure around this project. “Our sense of identity, on
top of managing ten brands with a single CRM and marketing system, is based on a strategy of B2B2C
services. Key to our success is customer satisfaction and the high relevance of our offers to our 10 million
contacts,” adds Berthelier.
Adobe Customer Story
“We are extremely satisfied
with our investment in Adobe
Campaign, and having tried
and tested it, we are certain
the solution will enable us to
meet future challenges.”
Demonstrated success
Jean-Michel Berthelier, CIO, SeLoger
Group
• Productivity gains: campaign automation enables the marketing team to efficiently increase the number
of campaigns.
SOLUTION AT A GLANCE
• Adobe Marketing Cloud, including the
Adobe Campaign solution.
Capabilities used include:
•Campaign management
•Personalized targeting
SeLoger Group has noticed a number of significant benefits, for example:
• Revenue growth: message personalization increases the effectiveness of marketing campaigns, with
the number of real estate transactions increasing.
• Greater customer loyalty: messages adapted to customer profiles and sent via their preferred channels
contribute to customer satisfaction and loyalty.
An eye on the future: push, mobile, and social
Encouraged by the success of using Adobe Campaign, the SeLoger Group plans to go even further by
implementing more capabilities in Adobe Campaign. “Standardizing on Adobe Campaign across
the group’s 10 brands is a priority for us. In the long term, we hope to benefit from all of the solution’s
capabilities,” says Berthelier.
The group particularly hopes to increase the volume of push-notification alerts. The solution’s offer
recommendation engine should also be deployed to deliver more personalized messages. “We are
extremely satisfied with our investment in Adobe Campaign, and having tried and tested it, we are certain
the solution will enable us to meet future challenges,” concludes Berthelier.
For more information
www.adobe.com/solutions/digital-marketing.html
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