The existing Martech solution at Wella 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. 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.
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