Speakers 2023

Biography

Doriane Magnus is currently Marketing Director at Kiabi Belgium. She has been working in the marketing field for about 15years. She started in the market research world at Nielsen and then switched to digital and joined Semetis. After several years handling advertisers digital campaigns / data architecture projects and leading teams of consultants, she became Semetis Managing Director. Earlier 2021 she finally decided to explore the advertiser side by joining Kiabi Belgium where she’s having a blast building a historic French brand on the Belgian market. She’s in charge of Defining and implementing the 360° Brand & Clients strategy, taking actions at all levels of the customer path (physical shops, ecommerce, marketplace).

Introduction

Piloting a digital investment boost with an omnichannel approach

In 2022, Kiabi Belgium decided to significantly increase its digital investment with an objective to boost both the webshop & the physical stores performance. This was made possible thanks to a precise piloting of the omnichannel results, down to the operating margin. Automated optimization of the campaigns based on ROI objectives, tracking of the store visits & store sales, tracking of online and in-store recruitment associated with the campaigns, etc. All these omnichannel KPIs have allowed KIABI BELGIUM to successfully complete this investment boosting project.