Illy
illy, the leading Italian brand in the world of coffee, is currently marketed in 140 countries on 5 continents. Served worldwide with over 6 million cups a day, it relied on Eurostep for the implementation and start-up of the Oracle Marketing Cloud solution for the EMEA market.
Industry
Coffee
Our role
Marketing
DIRECT MARKETING: A SUCCESSFUL EXPERIENCE
We have led the strategic implementation, operated the launch and implementation of the new enterprise software, improving the current Direct email marketing activities.
The new Oracle tool for the management of the digital touchpoints allows illy to create and manage Direct Email Marketing processes (as well as Short message service and push notification) to ensure the increase of the online business, greater fidelity and the delivery of dynamic and personalized communication.
To date, after a period of training, the entire process is managed independently by the dedicated illy team, with constant support from Eurostep for ongoing optimization of the customer journey.
Thanks to the synchronization between CRM data and the platform, it was possible to create segmented audiences, based on user preferences and behaviour.
In addition, new layouts have been defined and optimized for Oracle Responsys: main contacts list plus the various “profile extension tables” for fast customization of the content.
One to one communication
The right content for the right person: this is the aim of the audience creation process that was built for the illy project. Everything was managed and coordinated with the utmost simplicity, thanks to the help of templates with content customization functions.
Now it’s also possible to send campaigns with custom parameters based on behaviour, preferences, language, URLs, images and personalized texts.
Thanks to the study of dedicated flows, each user is directed along the customer journey that best suits him, based on events captured in real time and in a completely automated way, to guarantee the best possible experience.
The programs are totally customizable, from simple A/B testing to more complex flows, which accompany the consumer for several weeks, through various touchpoints. We have designed various marketing automation journeys based on illy’s needs, and we continue to support the creation of increasingly articulated flows.
illy can now count on a single tool for sending all corporate and product emails, with a more organized and linear workflow. Furthermore, together with the illy marketing team, a project is underway to rewrite the customer journeys of the new digital touchpoints to generate cross-channel automation flows, making the most of the range of opportunities that the technological channels provide us today.
