AN ACCELERATION AND SALESFORCE MARKETING CLOUD STORY

October 18, 2020

THE CLIENT:

A key player in the wine and spirits industry promotes the group’s international brands

And manages local and regional brands like Red Heart Rum.

THE PROBLEMS:

Create innovative messaging streams for the loyalty programmed that not only evolve and scale in- country, but can also be deployed throughout Africa without having to invest from scratch each time.

  • Messaging unique recipients according to their lifestyle category from within one template.
  • Encouraging recipients to enrich their profiles with data, thus allocating them a lifestyle category to deliver more value-added content.
  • The ability to report on the personalized recipients’ content consumption at a granular level.
  • Automate birthday communications.

THE SOLUTION:

  • Content syndicated dynamic template, interfacing directly with the client’s content producers.
  • Recipient enrichments communications configured via Journey Builder – the lifestyle segment calculations dependent on an enrichment algorithm, as per the customer journeys.
  • Triggered (date) journeys for Birthdays Data integration with the client’s MDM layer (Master Data Management).

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