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How Consumer Products Brands Drive Loyalty with SAP Emarsys
In this solution tour, you’ll walk through a consumer journey from new customer to brand advocate, plus you’ll discover the SAP Emarsys products that power the experience along the way.
Engage your consumer at every step of the buying journey. Follow along with Max, your everyday consumer as he engages with a multitouch omnichannel campaign driven by a hypothetical consumer products brand BestGoods. It begins with a simple in-store visit where Max is introduced to a new brand BestGoods, where he spots a QR code on the packaging that sparks curiosity and he scans. This starts Max's post-purchase omnichannel journey. From there, Max engages with the QR code link without completing the form. He then gets retargeted with a TikTok ad that brings him back to the contest website. This time Max registers. The journey continues with the welcome email and engagement newsletter, and blog content that all speak to Max's personalized interests. Max details these preferences via progressive profiling that helps tailor future interactions with Max even more. Now a brand advocate, Max downloads a mobile wallet ticket for an upcoming BestGoods product launch event, closing the loop with more in-person engagement. This journey represents personalized engagement in action for your everyday consumer. So let's just recap what happened. So Max bought a snack bar, if you remember which took him to the website with a QR code that launched a form which he then didn't fill out straightaway. And then he got TikTok ads. And that TikTok ad is what encouraged him to think, yeah, I need to go back. This here is the automation on the screen that has fueled the entire thing. Now, just to clarify, an automation is a flow of actions you can create in the platform using the nodes you see here on the left. So there's a bunch of action nodes or channel nodes so they can be like, run a segment or send an email and you can build these up node by node to make and to build the program flow of your choice. Now, to make this super simple, we do actually have automation tactics. Now these tactics are prebuilt programs, essentially blueprints that are fully built for all these different use cases, scenarios, and strategies, here. You just need to click on them to launch. So if you're thinking of increasing time to value, you're thinking, I don't have the time or the ability to do this. Here is where you would start. Keep it super simple. But for now, let's go back to our program here. Let's walk through it node by node to follow Max’s journey. So he enters this program when he visits the BestGoods website, and he does that by clicking on the QR code, going to the QR, which sends him to the website. We then follow this with a segment to see whether or not he filled out the form. Now we know he didn't straight away. If he had, he would have got his confirmation email. Perfect. He didn't. So we wait a day and this is where we send him that TikTok ad that he received that sparked his piqued his interest and filled out the form. We could also at this point choose to send him a Web channel campaign as well. If if we so wish. We then wait again and see whether or not he completed the form. If he did, we stop targeting him with the ad and the Web channel campaign and we send him the confirmation email. And we can continue on the journey with the automation if we so choose. This is what happens to him at this point. Now, let's have a look at some of the communications he was sent. Here, for example, is an email. In fact, this is the event email he got at the end where we we have the option to download the wallet. This email is here. It contains at the beginning first name personalization, personalization, a huge thing in Emarsys. You can use these placeholder tokens anywhere and you can use any content based on information based on your data. So we have just first name put in here. We have recommended items. So these items will be served depending on where he's clicked, what he's engaged with, what he's purchased, unique to him. Information about the brand. More information here and then here look, we have our local event promotion using the personalized tokens again to make sure it's relevant to him. And down here we have the option to add it to the wallet.
Meet Max, Your Everyday Consumer.
Max is a driven professional balancing a fast-paced career with a passion for fitness. He’s up before dawn for workouts, fueling himself with wholesome meals. Outside the gym, he explores wellness trends or plans his next adventure. Max embodies ambition and balance, making health and success go hand in hand.
Engage your consumer at every step of the buying journey. Follow along with Max, your everyday consumer as he engages with a multitouch omnichannel campaign driven by a hypothetical consumer products brand BestGoods. It begins with a simple in-store visit where Max is introduced to a new brand BestGoods, where he spots a QR code on the packaging that sparks curiosity and he scans. This starts Max's post-purchase omnichannel journey. From there, Max engages with the QR code link without completing the form. He then gets retargeted with a TikTok ad that brings him back to the contest website. This time Max registers. The journey continues with the welcome email and engagement newsletter, and blog content that all speak to Max's personalized interests. Max details these preferences via progressive profiling that helps tailor future interactions with Max even more. Now a brand advocate, Max downloads a mobile wallet ticket for an upcoming BestGoods product launch event, closing the loop with more in-person engagement. This journey represents personalized engagement in action for your everyday consumer. So let's just recap what happened. So Max bought a snack bar, if you remember which took him to the website with a QR code that launched a form which he then didn't fill out straightaway. And then he got TikTok ads. And that TikTok ad is what encouraged him to think, yeah, I need to go back. This here is the automation on the screen that has fueled the entire thing. Now, just to clarify, an automation is a flow of actions you can create in the platform using the nodes you see here on the left. So there's a bunch of action nodes or channel nodes so they can be like, run a segment or send an email and you can build these up node by node to make and to build the program flow of your choice. Now, to make this super simple, we do actually have automation tactics. Now these tactics are prebuilt programs, essentially blueprints that are fully built for all these different use cases, scenarios, and strategies, here. You just need to click on them to launch. So if you're thinking of increasing time to value, you're thinking, I don't have the time or the ability to do this. Here is where you would start. Keep it super simple. But for now, let's go back to our program here. Let's walk through it node by node to follow Max’s journey. So he enters this program when he visits the BestGoods website, and he does that by clicking on the QR code, going to the QR, which sends him to the website. We then follow this with a segment to see whether or not he filled out the form. Now we know he didn't straight away. If he had, he would have got his confirmation email. Perfect. He didn't. So we wait a day and this is where we send him that TikTok ad that he received that sparked his piqued his interest and filled out the form. We could also at this point choose to send him a Web channel campaign as well. If if we so wish. We then wait again and see whether or not he completed the form. If he did, we stop targeting him with the ad and the Web channel campaign and we send him the confirmation email. And we can continue on the journey with the automation if we so choose. This is what happens to him at this point. Now, let's have a look at some of the communications he was sent. Here, for example, is an email. In fact, this is the event email he got at the end where we we have the option to download the wallet. This email is here. It contains at the beginning first name personalization, personalization, a huge thing in Emarsys. You can use these placeholder tokens anywhere and you can use any content based on information based on your data. So we have just first name put in here. We have recommended items. So these items will be served depending on where he's clicked, what he's engaged with, what he's purchased, unique to him. Information about the brand. More information here and then here look, we have our local event promotion using the personalized tokens again to make sure it's relevant to him. And down here we have the option to add it to the wallet.
Acquire Data
In-store lead capture | Acquire consumer data
While grabbing lunch, Max spots a “Scan & Win” QR code on his BestGoods protein bar. Curious, he scans and heads to a BestGoods landing page that details their new contest — but he leaves before signing up. Days later, a TikTok ad from a BestGoods’ independent geo-targeted campaign reminds Max of the contest. This time, he registers, selects his favorite products, and opts into receive local promotions via WhatsApp.
With just his phone number and postal code, BestGoods can retarget Max with personalized, local content.
Engage your consumer at every step of the buying journey. Follow along with Max, your everyday consumer as he engages with a multitouch omnichannel campaign driven by a hypothetical consumer products brand BestGoods. It begins with a simple in-store visit where Max is introduced to a new brand BestGoods, where he spots a QR code on the packaging that sparks curiosity and he scans. This starts Max's post-purchase omnichannel journey. From there, Max engages with the QR code link without completing the form. He then gets retargeted with a TikTok ad that brings him back to the contest website. This time Max registers. The journey continues with the welcome email and engagement newsletter, and blog content that all speak to Max's personalized interests. Max details these preferences via progressive profiling that helps tailor future interactions with Max even more. Now a brand advocate, Max downloads a mobile wallet ticket for an upcoming BestGoods product launch event, closing the loop with more in-person engagement. This journey represents personalized engagement in action for your everyday consumer. So let's just recap what happened. So Max bought a snack bar, if you remember which took him to the website with a QR code that launched a form which he then didn't fill out straightaway. And then he got TikTok ads. And that TikTok ad is what encouraged him to think, yeah, I need to go back. This here is the automation on the screen that has fueled the entire thing. Now, just to clarify, an automation is a flow of actions you can create in the platform using the nodes you see here on the left. So there's a bunch of action nodes or channel nodes so they can be like, run a segment or send an email and you can build these up node by node to make and to build the program flow of your choice. Now, to make this super simple, we do actually have automation tactics. Now these tactics are prebuilt programs, essentially blueprints that are fully built for all these different use cases, scenarios, and strategies, here. You just need to click on them to launch. So if you're thinking of increasing time to value, you're thinking, I don't have the time or the ability to do this. Here is where you would start. Keep it super simple. But for now, let's go back to our program here. Let's walk through it node by node to follow Max’s journey. So he enters this program when he visits the BestGoods website, and he does that by clicking on the QR code, going to the QR, which sends him to the website. We then follow this with a segment to see whether or not he filled out the form. Now we know he didn't straight away. If he had, he would have got his confirmation email. Perfect. He didn't. So we wait a day and this is where we send him that TikTok ad that he received that sparked his piqued his interest and filled out the form. We could also at this point choose to send him a Web channel campaign as well. If if we so wish. We then wait again and see whether or not he completed the form. If he did, we stop targeting him with the ad and the Web channel campaign and we send him the confirmation email. And we can continue on the journey with the automation if we so choose. This is what happens to him at this point. Now, let's have a look at some of the communications he was sent. Here, for example, is an email. In fact, this is the event email he got at the end where we we have the option to download the wallet. This email is here. It contains at the beginning first name personalization, personalization, a huge thing in Emarsys. You can use these placeholder tokens anywhere and you can use any content based on information based on your data. So we have just first name put in here. We have recommended items. So these items will be served depending on where he's clicked, what he's engaged with, what he's purchased, unique to him. Information about the brand. More information here and then here look, we have our local event promotion using the personalized tokens again to make sure it's relevant to him. And down here we have the option to add it to the wallet.
Build Brand Awareness
New customer onboarding | Drive engagement and website visits
After signing up, Max receives a personalized welcome email tailored to his product interests. From the email, he clicks onto the BestGoods website to find personalized content like recipes, workout tips, and even receives a notification about a special offer on a new product.
Max then follows the brand on social to get early access to new products, fitness tips, and community-led challenges.
Engage your consumer at every step of the buying journey. Follow along with Max, your everyday consumer as he engages with a multitouch omnichannel campaign driven by a hypothetical consumer products brand BestGoods. It begins with a simple in-store visit where Max is introduced to a new brand BestGoods, where he spots a QR code on the packaging that sparks curiosity and he scans. This starts Max's post-purchase omnichannel journey. From there, Max engages with the QR code link without completing the form. He then gets retargeted with a TikTok ad that brings him back to the contest website. This time Max registers. The journey continues with the welcome email and engagement newsletter, and blog content that all speak to Max's personalized interests. Max details these preferences via progressive profiling that helps tailor future interactions with Max even more. Now a brand advocate, Max downloads a mobile wallet ticket for an upcoming BestGoods product launch event, closing the loop with more in-person engagement. This journey represents personalized engagement in action for your everyday consumer. So let's just recap what happened. So Max bought a snack bar, if you remember which took him to the website with a QR code that launched a form which he then didn't fill out straightaway. And then he got TikTok ads. And that TikTok ad is what encouraged him to think, yeah, I need to go back. This here is the automation on the screen that has fueled the entire thing. Now, just to clarify, an automation is a flow of actions you can create in the platform using the nodes you see here on the left. So there's a bunch of action nodes or channel nodes so they can be like, run a segment or send an email and you can build these up node by node to make and to build the program flow of your choice. Now, to make this super simple, we do actually have automation tactics. Now these tactics are prebuilt programs, essentially blueprints that are fully built for all these different use cases, scenarios, and strategies, here. You just need to click on them to launch. So if you're thinking of increasing time to value, you're thinking, I don't have the time or the ability to do this. Here is where you would start. Keep it super simple. But for now, let's go back to our program here. Let's walk through it node by node to follow Max’s journey. So he enters this program when he visits the BestGoods website, and he does that by clicking on the QR code, going to the QR, which sends him to the website. We then follow this with a segment to see whether or not he filled out the form. Now we know he didn't straight away. If he had, he would have got his confirmation email. Perfect. He didn't. So we wait a day and this is where we send him that TikTok ad that he received that sparked his piqued his interest and filled out the form. We could also at this point choose to send him a Web channel campaign as well. If if we so wish. We then wait again and see whether or not he completed the form. If he did, we stop targeting him with the ad and the Web channel campaign and we send him the confirmation email. And we can continue on the journey with the automation if we so choose. This is what happens to him at this point. Now, let's have a look at some of the communications he was sent. Here, for example, is an email. In fact, this is the event email he got at the end where we we have the option to download the wallet. This email is here. It contains at the beginning first name personalization, personalization, a huge thing in Emarsys. You can use these placeholder tokens anywhere and you can use any content based on information based on your data. So we have just first name put in here. We have recommended items. So these items will be served depending on where he's clicked, what he's engaged with, what he's purchased, unique to him. Information about the brand. More information here and then here look, we have our local event promotion using the personalized tokens again to make sure it's relevant to him. And down here we have the option to add it to the wallet.
Drive Loyalty
Enriching CRM data | New product promotion | Brand experiences
BestGoods uses progressive profiling across email and web to learn more about Max — gathering insights on his fitness goals and preferences over time. When a new product launches, Max gets a personalized invite to a local tasting event. In the email, he finds the ticket to download to his mobile wallet.
With his mobile wallet ticket, Max enters the event with ease, gets to sample new products, and interacts with like-minded BestGoods community members.
Engage your consumer at every step of the buying journey. Follow along with Max, your everyday consumer as he engages with a multitouch omnichannel campaign driven by a hypothetical consumer products brand BestGoods. It begins with a simple in-store visit where Max is introduced to a new brand BestGoods, where he spots a QR code on the packaging that sparks curiosity and he scans. This starts Max's post-purchase omnichannel journey. From there, Max engages with the QR code link without completing the form. He then gets retargeted with a TikTok ad that brings him back to the contest website. This time Max registers. The journey continues with the welcome email and engagement newsletter, and blog content that all speak to Max's personalized interests. Max details these preferences via progressive profiling that helps tailor future interactions with Max even more. Now a brand advocate, Max downloads a mobile wallet ticket for an upcoming BestGoods product launch event, closing the loop with more in-person engagement. This journey represents personalized engagement in action for your everyday consumer. So let's just recap what happened. So Max bought a snack bar, if you remember which took him to the website with a QR code that launched a form which he then didn't fill out straightaway. And then he got TikTok ads. And that TikTok ad is what encouraged him to think, yeah, I need to go back. This here is the automation on the screen that has fueled the entire thing. Now, just to clarify, an automation is a flow of actions you can create in the platform using the nodes you see here on the left. So there's a bunch of action nodes or channel nodes so they can be like, run a segment or send an email and you can build these up node by node to make and to build the program flow of your choice. Now, to make this super simple, we do actually have automation tactics. Now these tactics are prebuilt programs, essentially blueprints that are fully built for all these different use cases, scenarios, and strategies, here. You just need to click on them to launch. So if you're thinking of increasing time to value, you're thinking, I don't have the time or the ability to do this. Here is where you would start. Keep it super simple. But for now, let's go back to our program here. Let's walk through it node by node to follow Max’s journey. So he enters this program when he visits the BestGoods website, and he does that by clicking on the QR code, going to the QR, which sends him to the website. We then follow this with a segment to see whether or not he filled out the form. Now we know he didn't straight away. If he had, he would have got his confirmation email. Perfect. He didn't. So we wait a day and this is where we send him that TikTok ad that he received that sparked his piqued his interest and filled out the form. We could also at this point choose to send him a Web channel campaign as well. If if we so wish. We then wait again and see whether or not he completed the form. If he did, we stop targeting him with the ad and the Web channel campaign and we send him the confirmation email. And we can continue on the journey with the automation if we so choose. This is what happens to him at this point. Now, let's have a look at some of the communications he was sent. Here, for example, is an email. In fact, this is the event email he got at the end where we we have the option to download the wallet. This email is here. It contains at the beginning first name personalization, personalization, a huge thing in Emarsys. You can use these placeholder tokens anywhere and you can use any content based on information based on your data. So we have just first name put in here. We have recommended items. So these items will be served depending on where he's clicked, what he's engaged with, what he's purchased, unique to him. Information about the brand. More information here and then here look, we have our local event promotion using the personalized tokens again to make sure it's relevant to him. And down here we have the option to add it to the wallet.
Max’s Journey: First Purchase to Loyal Customer
Follow this journey and see how SAP Emarsys connects experiences across channels. Whether you’re just getting started or scaling advanced engagement tactics, SAP Emarsys helps you turn everyday interactions into lasting consumer relationships.
