Banana Moon is a famous Monaco-based brand specialising in ready-to-wear clothing. The group also hosts two other brands, Livia and Cala, and recently decided to implement a personalised consent banner on its three websites. There were two major issues related to this implementation: collecting consent for better tracking and transforming the banner into a visual and user-friendly tool.
Summary:
Challenge: Align 3 websites with the GDPR while designing a user friendly banner
Édouard Vély is Digital and E-commerce Manager at Banana Moon and is in charge of the three websites of the group: Livia, Cala and Banana Moon. One of his missions is to make these three websites GDPR compliant.
But his challenge goes beyond simple compliance, as the brand has a real desire to turn the consent banner into a marketing opportunity, to turn it into a user-friendly brand experience. In addition, Banana Moon is facing a demand from its users to be able to personalise their cookie choices even more.
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“It is essential for us to have a consent banner that is user-friendly and that also allows the brand to collect data.” Édouard Vely - Digital and E-commerce Manager at Banana Moon |
In addition to the challenges of complying with current personal data regulations, Édouard wanted to optimise his acquisition campaigns by collecting consent from his users. This would allow him to have better tracking.
He sees consent and personal data collection as key to optimising acquisition campaigns:
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“Nowadays, consent rates are essential to capture tracking and be able to optimise acquisition campaigns.” Édouard Vely - Digital and E-commerce Manager at Banana Moon |
Finally, Banana Moon wanted to position itself as a brand that respects its users and their data. For all these reasons, the group decided to implement a personalised banner on its three websites.
Solution: Focus on the banner personalisation process
Before starting the banner personalisation process, Edouard and his team began by benchmarking the Consent Management Platforms currently available on the market.
Banana Moon was looking for a solution that would give them the best consent rate and provide them with an advisory role, not just a technical implementation.
They contacted several platforms that did not suit them because of the lack of support, a non-intuitive UX or banners that were not premium enough. Banana Moon finally turned to Didomi, which provided them with access to their Console, training and responsive support with a Customer Onboarding Specialist and a dedicated Customer Success Manager.
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“Following our benchmark, it appeared that Didomi provided the best guarantees in terms of consent rates and support with a real consulting role.” Édouard Vely - Digital and E-commerce Manager at Banana Moon |
Edouard chooses a tripartite approach for the implementation of his banners: he collaborates with the "Blackbird" agency for the technical aspects and with Didomi's teams to assist him with the implementation of the banner, while remaining supervisor with his team.
The process is fast and the method is smooth!
The particularity of the Banana Moon group's banners lies in their design, which is both user-friendly and in line with the brand identity of the websites:
It was important for Edouard to adapt the banners to the websites and turn them into visually attractive tools. Indeed, the banner is the first element that the user sees when landing on a website. This first contact with the website is very important for the brand and its relationship with its customers. For a brand like Banana Moon, it is therefore essential that the consent notice is visually appealing and user-friendly. Ultimately, this will reinforce brand image and reduce the bounce rate.
Edouard and his team proposed several banner options before finally finding the ones that best fit the branding of each website. As you can see from the Livia and Cala examples, the custom elements in the banners are:
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A background image
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A custom text
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The brand logo to provide an element of reassurance
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A CTA in the brand's colours
Once the customisation elements have been defined internally, Edouard proceeds with the implementation on the websites. The process is quick and once the first banner is set up on the first site, he just has to duplicate it on the other two sites with the "Duplicate" option available on the Didomi Console.
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“The customisation of the banner was really simple. The tools available made the job easier. There is a freedom of implementation that allows the banner to reflect the brand identity while remaining regulatory. The banner becomes a very attractive and visual tool for the audience.” Édouard Vely - Digital and E-commerce Manager at Banana Moon |
Results: A high consent rate and no loss of acquisition
A few weeks after the implementation of the banners, Edouard noticed a particularly high consent rate of around 85%. In addition, only a slight loss of tracking on the sites was noted following the implementation.
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“After a few weeks of implementation, we are seeing strong consent rates, it meets our initial expectations and we have no significant loss of tracking to report.” Édouard Vely - Digital and E-commerce Manager at Banana Moon |
Edouard considers Didomi to be a very effective solution for Banana Moon's needs. Our level of support coupled with our extensive analytics dashboards and specialist onboarding make us a premium tool on the market.
Like Banana Moon, more and more brands are paying increasing attention to their consent banner, viewing compliance not as a hurdle, but as a marketing opportunity. Companies spend hours finetuning their website homepage and are now turning their attention to the very first touchpoint with their website users, the consent notice pop-up.
Would you like to know more about the Didomi CMP and its customization possibilities? Contact our team!
