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.