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Wella Consumer Products | NA SAP Emarsys Customer Engagement SAP BTP | SAP Integration Suite
Consumer Products
Wella Company is an innovative global leader in the beauty industry combining 140+ years of industry experience with a family of iconic brands. Wella’s portfolio of leading professional and retail hair, nails, and beauty tech brands include Wella Professionals, O·P·I, Briogeo, Nioxin, Sebastian Professional, and Clairol.
+36% Increase In engagement compared to the average +6% Increase In new Opt Ins MoM +17% Increase In conversion rate
Headquarters United States
Products Beauty and cosmetics
Web Site Wella.com
Featured Partner infosys.com
Business Challenges • The existing Martech solution was not as flexible as a new age solution demands it to be. For any web behavior related engagement, the trigger is expected in real time which was not the case. • The 1:1 dynamic personalization in the communications being sent to the target audience was lacking in the existing solution. • Dynamic segmentation capability based on multitude of factors including contact lifecycle, searches and buying history, product attributes and AI driven prediction models were not available. Customer Benefits • With a single unified platform to store contact data, purchase data, product data and web behavior data (browsing, purchase data), Wella is now able to send real time triggers for events like Welcome emails, abandoned cart emails which has improved the possibilities of increasing revenue and customer engagement. • Through SAP Emarsys personalization capabilities, CRM managers are now able to target contacts with better engaging content with dynamic 1:1 personalization like product recommendations, personalized addressing. • Wella is now able to leverage on dynamic segmentation capabilities based on intuitive analytical features of smart insight and the AI driven segmentation “Infosys's ability to seamlessly integrate SAP Emarsys into our existing infrastructure and deliver a tailored solution has empowered us to engage with our customers in more meaningful ways.”
Kim Araneta Global Digital Experience Director Wella
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