A fuel distributor with a loyalty programme of more than 60 million customers and more than 10,000 products moved from a legacy data and marketing system to SAP Marketing Cloud. We supported the adoption: validating what was already in place, listening to the teams and deciding where to start automating.
Sector: Energy · fuel distribution
Programme: Loyalty · 60M+ customers
Catalogue: 10,000+ products to redeem points
Platform: SAP Marketing Cloud
What we validated
Before designing campaigns, we made sure the foundation was solid. We reviewed the plan and the scope already implemented against the business needs, and checked the technical points that, if done badly at the start, stop the platform from growing.
Plan and scope compared with the business needs.
Critical technical points from day one: consent management and business unit configuration.
Lessons from other implementations, with the risks and gaps that could hold back the goals.
What the client asked for
The starting point was the three goals the client’s team set for the programme.
Engagement: Increase customer engagement with the loyalty programme.
Sales: Promote products and grow the programme’s share of sales.
Presence: Be present at every touchpoint of the customer journey.
Pain points
In the sessions with the team, the request was to get more out of the platform and automate campaigns based on customer behaviour.
Use more of the platform’s capabilities and intelligence.
Automate based on customer behaviour and actions.
Track campaigns and react to responses.
Automate based on website browsing.
The journey
We organised the campaigns around the four stages of the customer journey, from joining the programme to retention. Each stage got its own tactics, such as the welcome programme or accelerated points earning.
Discovery: new customers coming from other platforms and paid media.
Consideration: welcome, complete registration and points acceleration.
Sales: points redemption campaigns, for example for customers with at least 1,000 points, every 7 days.
Retention: inactivity and birthday.
The journey used to organise the campaigns · original presentation
An example
The welcome track shows how a campaign starts running on its own: a sequence of emails that encourages earning points and, every 15 days, an audience exported to paid media.
Welcome email.
Email to start earning points.
Emails to accelerate earning, with a points statement.
Audience export every 15 days to paid media.
Welcome campaign flow in the platform · original presentation
Priorities
With the ideas on the table, an importance and feasibility matrix separated what could be launched straight away from what needed more data. Six campaigns were quick wins: little effort and high impact.
Six quick wins: welcome and points earning, paid media, points acceleration, points redemption, inactivity and birthday.
Medium effort: product data with images for dynamic content, and commerce clickstream.
High effort: personalised email with product recommendations and loading offers via API.
Importance and feasibility matrix · original presentation
Next steps
The final roadmap left the team ready to design its own campaigns and to bring in the missing data needed to personalise communication.
Design campaigns from business scenarios, with SAP’s support.
Load SAP Commerce clickstream: products viewed and abandoned baskets.
Review product data: hierarchy, categories, images and URLs.
Request an API to release audiences for offers.
Personalise communication by affinity with product categories.
