Arezzo exceeds holiday goals with SAP Emarsys omnichannel strategy
Arezzo supercharged its customer engagement with personalized omnichannel campaigns from SAP Emarsys in time for Black Friday.
Arezzo&Co, Latin America’s largest women’s footwear group, has it tougher than most retailers with 450 stores, an online presence, and three US brands to account for. With 18-21 collections released each year, Arezzo’s product catalog reaches millions of consumers—all with a variety of shopping preferences. This means personalization must happen at scale to deliver the right product messages at the right time.
With just over a month left until one of the biggest shopping days of the year, Arezzo sought fast solution implementation and support to start capturing customer behavior for increased omnichannel engagement.
“We need partners like SAP Emarys who help us understand this entire journey throughout the year so that on special days like Black Friday, we can reach the right customer at the right time and through the most appropriate channel,” said Nadiele Serpa da Silva, CRM Coordinator.
Fast implementation leads to Black Friday ROI
Arezzo teamed up with SAP to complete its initial engagement strategy. The team of cross-functional experts collaborated to share ideas, best practices, and assets between Arezzo’s CRM and marketing teams. Arezzo implemented an omnichannel engagement strategy through SAPEmarsys to automate personalized experiences and build relationships with Black Friday customers at scale.
Now, Arezzo has the ability to segment and cluster customers despite its many brands and categories. This strategy is essential to Arezzo, not only on peak volume days like Black Friday, but throughout the year since it is also a marketplace.
Arezzo exceeds holiday and first-year goals with SAP Emarsys
SAP’s fast SAP Emarsys implementation resulted in impressive Black Friday results for Arezzo, leading to further success in its first year of using the platform. Arezzo achieved above-average conversions from new channels like web push and in-app push, exceeding the company’s expectations for share of CRM revenue and e-commerce revenue.
“With our cross-channel campaigns, we were able to bring in a revenue stream that we didn't have before and communicate with our customers by recommending a product to them right after the product was received in the box,” said Danielly Fagundes, CRM Coordinator.