Sharing customer stories can be a powerful way to illustrate the value of SAP Emarsys, along with other SAP solutions. These stories exemplify how businesses across various industries have leveraged SAP Emarsys in conjunction with other SAP solutions to achieve their strategic goals.
Whether it’s through enhanced personalization, improved loyalty programs, unified omnichannel experiences, or data-driven decision-making, these tools empower companies to thrive in competitive markets.
While SAP's reputation as a dependable partner across various industries spans several decades, hearing from customers who have successfully navigated similar challenges often provides added reassurance. Their stories offer insights into real-world successes and demonstrate the concrete benefits of implementing SAP solutions.
Here are some compelling customer stories that showcase real-world examples of how SAP Emarsys, in conjunction with other SAP solutions, has enabled businesses to thrive:
Candy Store (Ferrara): Sweetening Customer Engagement through Direct Consumer Relationships
Ferrara is an undisputed leader in sweet snacking, with iconic brands like SweeTARTS, Trolli, and Laffy Taffy. The 112-year-old candy giant continues to grow through mergers and acquisitions, such as Nestlé USA Inc. Ferrara knew that in order to get closer to their consumers, they needed to revitalize the approach to adoption using a customer-focused and omnichannel strategy. The current process of purchasing third-party data was costly and had limited usability. Also, their legacy technologies were limiting the company’s ability to engage and personalize marketing experiences across channels.
Using the SAP Emarsys solution boosted the enablement of highly personalized omnichannel experiences, and SAP Customer Data Platform enabled a centralized data foundation to ingest, process, and share consumer data in real time.
Business Challenges:
- Adoption of a revitalized, customer-focused, omnichannel strategy to get closer to consumers.
- Legacy technologies limiting the company’s ability to engage and personalize marketing experiences across channels.
- Cost and limited usability associated with purchasing third-party data.
How was the Problem Solved:
- Enablement of highly personalized omnichannel experiences using SAP Emarsys.
- Best practices in the safe and compliant collection, storage, and management of consumer data using SAP Customer Identity and Access Management solutions.
- SAP Customer Data Platform to enable a centralized data foundation to ingest, process, and share consumer data in real time. Deloitte Digital’s proven capabilities in strategy, innovation, and design in tandem with significant experience implementing and integrating SAP solutions.
Business Outcomes:
- Enabled direct consumer engagement and expanded the database of contactable consumers.
- Established a marketing foundation for the future to support a modern omnichannel experience for consumers.
- Increased sweepstake campaign registrations by a factor of three and lifted open rates for email campaigns.
- Eased the collection and storage of consumer data, satisfying strict data compliance requirements.
Using SAP Emarsys, watch the following video to learn about how Ferrara is controlling their own destiny by enabling direct consumer engagement, leading them to expand their contactable database – reaching more "brand fans".
Gibson Guitars: Amplifying Customer Relationships
Gibson Brands is a world leading, iconic musical instrument brand that has been shaping the sound of music for generations. Founded in 1894 by Orville Gibson, Gibson is built on a foundation of innovation, world-class quality, and craftsmanship.
Before partnering with SAP Emarsys, Gibson Brands mostly relied on partner sellers to drive revenue for the business, like Guitar Center, Sweetwater, or Long & McQuade. However, they were looking for ways to expand their direct-to-consumer capabilities. This meant setting up retail channels and engagement tactics from the ground up while working with retail partners to help support their B2B2C strategy. With a customer base that ranges from beginners to renowned music artists, they needed a solution that would enable them to deliver each individual relevant content to make the right purchase decisions. They also wanted to be able to grow with their customers throughout their Gibson Brands journey with value-added content along the way.
Business Challenges:
- Increase engagement across channels.
- Build stronger customer relationships and loyalty.
- Understand customers through data.
- Convert single-channel customers to multi-channel customers.
How was the Problem Solved:
Gibson Brands needed to connect with Gibson fans across all levels of expertise, and across different purchasing channels. To do that, they were looking for a solution to consolidate their engagement channels so they could not only learn more about their customers, but also engage consistently and thoughtfully across each customer’s preferred channel.
Business Outcomes:
- Driving cross-channel engagement through storytelling, and delivering highly relevant content to customers.
- By syncing app users into SAP Emarsys, the brand gained a better understanding of what stage their customers were at and could deliver better recommendations.
- Gibson used automation to drive the right products to different personas, and leveraged SAP Emarsys pre-built tactics as a baseline for personalizing automated journeys.
- With the help of Emarsys, Gibson started integrating data from in-store visits, bringing together digital and in-person for a more holistic experience.
Watch the following video to learn how SAP Emarsys helped Gibson Brands to consolidate their engagement channels so they could not only learn more about their customers, but also engage consistently and thoughtfully across each customer’s preferred channel.
Summary
- Ferrara enhanced its customer-focused omnichannel strategy and personalized marketing by integrating SAP Emarsys with SAP Customer Data Platform, overcoming limitations of legacy technologies and costly third-party data.
- This integration enabled direct consumer engagement, improved data compliance, expanded consumer databases, and significantly boosted campaign registrations and email open rates.
- Gibson Brands improved its direct-to-consumer capabilities by partnering with SAP Emarsys, enabling cross-channel engagement and personalized communication to build stronger customer relationships and loyalty.
- Through data integration and automation, Gibson gained deeper insights into customer preferences, delivering tailored recommendations and a holistic shopping experience that bridges digital and in-store interactions.