Transformation of the communication with customers with SAP Marketing at the Utkonos online store

Transformation of the communication with customers with SAP Marketing at the Utkonos online store.


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LLC Novy Impuls-50

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Utkonos is an online store that provides its customers with goods delivery services. Delivery services are available in Moscow, Tula, Tver, and the Kaluga regions. The company was established in 2000.
To increase the communication to purchase conversion through every direct channel.
To implement a client data management process.
To implement the processes of personalized customer communication management.

The Utkonos online store has launched a broad transformation of e-commerce and marketing processes. One of the main tasks set for the project was to build a single system for management, analysis and segmentation of the comprehensive and accurate customer data, and to build personalized relationships with customers.

Before the project, the company had no built in processes for customer data management. The SAP Customer Experience solution for e-commerce and personalized marketing management was to lay the foundation for the further development. According to the development strategy, the following tasks were set: to increase effectiveness of customer data management processes, and to establish contextually targeted, personalized interaction with customers.

Increase in the number of orders made via SMS
Growth of revenue from the e-mail channel in the 2nd quarter of 2018
Increase in conversion into sales in Viber channels

After the implementation of the SAP Marketing Cloud, the company managed to build a flexibly segmented customer base.
SAP Marketing Cloud helped to establish automatic promotional campaigns realized through various communication channels, i.e. e-mail, SMS, mobile push, etc. Now it takes only 30 minutes to create a new promotional campaign.
SAP Marketing provides the company with an analysis of the promotional campaign results by automatic monitoring of the customer activity as a reaction to the marketing.

Mikhail Morozov

Utkonos Online Store
«We build our business around our customers and their experience. That is why it is so important for us to understand the needs of our customers and how they react to our interaction with them. This project has laid a solid foundation for building an effective communication platform, and we are planning to move forward in this direction».
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