Centralising customer data for personalised marketing campaigns
With the support of Syskoplan Reply, La Marzocco has transformed the customer experience, offering tailor-made campaigns for those who choose the excellence of its coffee machines.
#Customer Experience
#Marketing Campaigns
#SAP
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THE CHALLENGE
Unifying customer information to improve engagement and create tailor-made campaigns.
SCENARIO
A new driver for growth and the creation of personalised experiences
La Marzocco, an icon of excellence in artisanal coffee machines, faced a strategic challenge: in a rapidly evolving digital environment and amidst global expansion, the fragmented management of customer data across departments and markets posed a significant obstacle to the growth and scalability of its business.
In the B2B sector, the intermediation of distributors made it difficult to build direct relationships with end customers, while in B2C, the lack of an integrated view of data hindered the creation of personalised experiences, which have become essential for today’s consumers. To address these challenges, particularly in key markets such as the United Kingdom and Italy, La Marzocco required a solution that could centralise information and personalise experiences for both business and consumer customers. This development would enable the company to continue delighting coffee enthusiasts, while maintaining the same precision and attention to detail that characterises each of its products.
THE SOLUTION
SAP Emarsys: the key to engagement
To overcome data fragmentation, La Marzocco, with the support of Syskoplan Reply, has adopted the SAP Emarsys Customer Engagement platform, centralising information from various touchpoints and gaining an integrated and continuously updated view of its customers. Thanks to SAP Emarsys, the company has been able to segment its target audiences accurately and launch highly personalised marketing campaigns, creating an exceptional engagement experience for both existing and potential customers of the brand. The platform is also notable for its ease of use and intuitive, seamless integration into existing business processes. This new approach has transformed how we interact with customers, enabling targeted communication and personalised engagement on each channel preferred by users.
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HOW WE DID IT
A customer-centric solution
The project began with an in-depth assessment that involved all departments of La Marzocco, taking an agnostic approach towards technology while focusing on business needs. The objective was to identify pain points without being tied to predefined solutions, laying the groundwork for an effective strategy.
Once the needs were understood, the SAP Emarsys Customer Engagement platform was selected as the technological enabler, owing to its Customer Data Platform (CDP) functionality. This enabled the centralisation of data from all key touchpoints, providing a 360º, real-time view of customer interactions and facilitating precise segmentation for increasingly personalised campaigns.
360° view of
customers
With the centralisation of data, it is now possible to monitor all interactions in real time, providing a complete and accurate picture of both business and consumer customers.
Personalised marketing
campaigns
Advanced segmentation enables the creation of campaigns tailored to each customer, enhancing engagement and increasing the effectiveness of communications.
Real-time
engagement
With the ability to respond in real time to customer behaviour, La Marzocco can offer advice and timely follow-up, improving the overall experience and boosting conversions.
Simplicity and speed
of execution
The intuitive interface of SAP Emarsys has allowed the marketing team to execute complex campaigns quickly, optimising resources and reducing operational time.
La Marzocco produces high-quality coffee machines and equipment, finely handcrafted in Florence by professional artisans since 1927, when it was founded by brothers Giuseppe and Bruno Bambi, whose legacy lives on today. La Marzocco is a cutting-edge company: over 80 years of experience and passion for style and technical innovation in the espresso machine sector have earned it widespread recognition in the coffee industry. Rich in tradition and deeply aware of its artisanal values, yet never losing sight of product quality, La Marzocco is a company highly esteemed in the coffee world. The continuous pursuit of reliability and exceptional performance for each model embodies La Marzocco’s values. It stands out for its unique mindset and commitment to enhancing the coffee industry and its vibrant community.
Syskoplan Reply supports its customers in implementing the latest and most innovative Digital Transformation solutions, improving the entire chain of digital value creation. As an award-winning SAP partner, Syskoplan Reply is a leader in the SAP ecosystem, catering to forward-thinking customers who wish to use SAP solutions as the digital foundation of their businesses. Syskoplan Reply’s expertise spans a wide range of technologies, beginning with SAP enterprise applications, such as SAP Leonardo, SAP Cloud Platform, SAP SCM, SAP BI, and the SAP Customer Experience Suite (Commerce, Customer Data Platform, CRM, and Marketing). Their reach extends to the broader network of SAP partner solutions, including Akeneo, Coveo, Mirakl, Contentful, and even beyond the SAP ecosystem.