Taste ABC combines customer experience from all sales channels with SAP

2022: Combine customer experience from sales channels with SAP

On January 25, 2022, Novardis announced that the ABC of Taste retail network has completed a project to implement a marketing automation system based on the SAP Marketing Cloud cloud solution. The solution combines data on all customers of the company in online and offline channels and allows you to manage targeted marketing communications and profitable offers for customers. The implementation partner was Novardis.

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The main goal of the digital project was to combine client profiles from different sales channels and a centralized system of channels and communications. Prior to the implementation of the solution, Taste ABC used two systems for personalized marketing, the data in which were not related.

The result of the implementation of the system was the creation of a single customer profile, which reflects the complex interaction with the buyer in all remote channels and, retailers the client's preferences for products, points of contact and the history of communication with him. At the beginning of the operation of SAP Marketing Cloud , the ABC of Taste launched more than 50 trigger chains for marketing campaigns various groups of customers in channels convenient for them:, in and in e-mail mobile application a personal account on the site. On the basis of the platform there is an automated process of sending promotions, personal coupons, offers with increased bonuses for all contact base , taking into account the client's preferences for communicating with him. The system also allows customers to receive information about information public and personal offers in push notifications of the mobile application and sms messages.

"Thanks to the digital project, we have put in order the system of maintaining databases and targeted marketing communications with customers, reduced the cost of improvements and labor costs, optimized the quality of communications with our customers, taking into account deep knowledge of the consumption profile. We hope that thanks to this implementation, our interaction with customers will become even more personalized and trusting, " commented on the director of the loyalty programs "ABC of Taste" Elena Shemagonova.

"In the context of high competition in the retail market, the ability to hear your client and make personalized offers to him using a convenient communication channel and at the right time is the key to the prosperity of the business of industry companies. SAP Marketing Cloud is a solution that enables you to build and strengthen relationships with consumers. It helps shape demand, improve the conversion of potential customers and increase sales, " noted Andrey Filatov, CEO of SAP CIS.

"The SAP Marketing Cloud marketing automation system is a flexible and scalable tool that fully meets the needs of retailers when interacting with customers. The solution allows not only to reduce the time to launch marketing campaigns, but also to increase their efficiency through the automation of contact policy, online tracking of results, convenience in managing planning, visualization, not to mention personalization of communications. Now Taste ABC can manage a variety of offerings for its entire customer base using customer-relevant communication channels, " added Mark Roitenberg, managing partner of Novardis.