19 June 2024
4brands Reply, the consumer goods specialist of the Reply Group, in partnership with Bitburger Digital, the digital unit of the renowned Bitburger brewery group, presents a composable Customer Data Platform (cCDP) designed to enhance the customer journey for consumers and strengthen the brand during the 2024 European Football Championship by enabling a unique brand experience through hyper-personalized interactions.
The Bitburger brewery group is focusing on more personalised interaction with consumers to improve branding, marketing and sales as well as customer loyalty. The focus is on direct contact with the end consumer, utilizing advanced data analytics and personalized content delivery to engage fans and enhance their overall experience.
The 4brands Reply solution is the foundation for a comprehensive omnichannel strategy with end-to-end customer interaction across all touchpoints. The Customer Data Cloud (CDC) complements the composable Customer Data Platform (cCDP) and, together with marketing automation, forms a future-proof infrastructure. The centralised capture and linking of all end-customer interactions enable a holistic view of customer profiles, allowing Bitburger to implement personalised marketing activities. The cCDP helps to target customers with the right offers at the right time, interacting with them at different touch points to create a seamless customer journey.
The customised cCDP is based on an Azure technology stack and fits seamlessly into Bitburger's existing marketing landscape. Thanks to the close collaboration between Bitburger and 4brands Reply with an agile project approach, a scalable and GDPR-compliant architecture was created within a few weeks, ensuring easy integration and future-proofing the platform for evolving business needs. The 4brands Reply's FMCG Consumer Template for Customer Data Platforms served as a project accelerator.
To further increase customer loyalty, Bitburger is planning other campaigns, such as the geolocation-based sending of personalised push messages. The actual personalised messages are handled by marketing automation, in this case Emarsys, and are powered by data from the cCDP, which is used to create the appropriate segmentation and provide the associated data. These initiatives are expected to significantly boost customer engagement and drive sales growth during and beyond the 2024 European Football Championship.
Reply
Reply [EXM, STAR: REY] specialises in the design and implementation of solutions based on new communication channels and digital media. As a network of highly specialised companies, Reply defines and develops business models enabled by the new models of AI, big data, cloud computing, digital media and the internet of things. Reply delivers consulting, system integration and digital services to organisations across the telecom and media; industry and services; banking and insurance; and public sectors.
4brands Reply
4brands Reply specializes in the consumer goods industry and supports companies in the design of their individual digital transformation processes with innovative IT technologies. 4brands Reply's approach focuses on the consumer with his Customer Journey, which covers the entire value chain of the company. The offer includes process consulting and system integration for the core areas of Customer Experience Management, Revenue Growth Management, management of Demand-driven Supply Chains, Enterprise Management and management of a Digital Data Platform.