Hello, everybody. And thank you for joining our webinar today, Driving Loyalty at Scale, How SAP Emarsys Powers Real-Time Consumer Engagement. So these are your speakers today. I'll start with me. My name's Eloise Burton. I'm a Product Enablement Manager here at SAP Emarsys, although very new to the role. Although I've been in SAP Emarsys seven and a half years, majority of that time in the customer training team. So I have a very good understanding of the platform, how best to adopt it, strategic ways to use Emarsys to achieve a specific goal. And I will hand over now to Sunny if you would like to introduce yourself. Thanks, Eloise, and thanks for having me, everybody. I'm excited to be here. Sunny Neely, I'm in the Consumer Products Industry Business Unit for SAP. Been here about five years. Before that, I was at Coca-Cola and Ferraro in a Brand Manager role. So I can understand the marketing from a practitioner's point of view. But I'm thrilled to be here and talk a little bit about Omnichannel Consumer Engagement. And I guess I'll hand it off to Nisha. Thanks a lot, Sunny. Hi, everyone. I'm Nisha Berg. I work as a Solution Advisor at SAP Emarsys. And I've been with the Emarsys, I think, now three years. I got to check my LinkedIn for the exact amount of time. As the title says, I'm advising brands on their use cases and turning their data into truly personalized customer experiences. And I'm here today to show you how our platform drives real results through smart and scalable customer engagement. And with this, I hand it over so you can get an overview of what we've got planned for you today. Thank you, Nisha. So before we jump in, let's have a look at what we'll be walking through today. So first, we are going to look at the state of consumer product engagement, diving into research and trends that marketers are facing today. Next, we're gonna show you an example of what a full end-to-end consumer journey looks like in our Best Goods demo scenario. It's interactive, so get your phones ready. And this also is where we will have a platform demo. Then we're going to bring you back to reality and show you how SAP Emarsys helps lead an omnichannel consumer journey with feature spotlights and how consumers are doing this today. Finally, we will have time at the end for a Q&A. So I'm now going to hand over to Sunny, who's going to talk us through the state of consumer product engagement and how consumer product marketing is different. All right. Thank you so much, Eloise. And I see we've got a lot of consumer products marketers on the call. So some of this is going to be a description of what your day-to-day is. But having worked at Coke and Ferrero, I really wanted to put together some thoughts about how consumer products marketers face some unique challenges and how the new ways of approaching modernized consumer engagement can help address those. So. Looking at this, these are the six ways I think that consumer products marketing is different. We'll start at the top right to go clockwise. First of all, it's more complex. There are so many different routes to market in consumer products, whether it's traditional, trade or modern trade and the bricks and mortar or B2C or B2B or marketplaces and digital. There's so much going on and there's so many different kind of mouths to feed in terms of the marketing that has to address and support all these different channels. So complexity there. Then when you get into what's actually happening, what the consumers are receiving, there's a lot of investment that's happening in the retail and on-premise partnerships. You have shopper marketing, you have retail media, and we can't forget about trade promotion itself, which is a tremendous investment that we're all making. And trying to orchestrate all these different consumer engagement investments to maximize the impact for the manufacturer as well as the retailer is critical. You know this is an industry that knows all about data. I mean, it's been investing in data for decades, whether it's syndicated research like Circana or Nielsen or customized research. It may be at times first-party data poor because we don't have a direct relationship with the end consumer in most cases, but there's no shortage of data to be sorted through and to be shared across the organization to make an impact. It's a complex portfolio, it's a wide and deep portfolio in many cases with lots of line extensions, very hard. Having been in those S&OP meetings myself with the supply chain and finance, very difficult. When you bring all that data about demand, demand information from marketing to marry that up with the operations team and turn it into a supply chain, a supply plan. So a difficulty there, but not something that can't be overcome. It's difficult to track individuals in this industry. It's not a closed loop. It's one of the most unclosed loops there is because after all, so much of grocery shopping is still done in person, in stores, and people might be shopping online or on marketplaces and then doing the final transaction in person. So that's a difficulty. Again, not something that can't be overcome, but it does add a layer of complexity. And finally, what we're gonna talk about today, loyalty. I think there's so much emphasis on acquisition. How do we get new customers? But when you have a low dollar item, which most CPG products are fairly low in terms of the basket ring, how do you drive multiple purchases? How do you build that loyalty to experience the maximized revenue over the long term? Because that's really where I think the big wins are in this industry. But we'll talk a little bit about how personalization can help both the acquisition and the loyalty process. So let me talk about, I've talked a little bit about what the industry is like. This is probably sounding familiar to a lot of people. Now let's talk about what brought us here today. We're in a moment of tremendous transformation. In fact, 88% of consumer products companies are in the process of transitioning to SAP S/4HANA, which means they're going to basically completely transform their back-end, their accounting, their supply chain, finance. All that's managed through the enterprise resource plan, the ERP that they have. So that system is transforming, but the marketing opportunity is there because 50% of those customers are also deploying advanced digital marketing at scale. So a time of tremendous change, but also a time to recalibrate and look for best-in-class consumer engagement. And so we have, taking advantage of this opportunity to do some deep research, both with consumers themselves and with marketing leaders, to understand what the needs are, what the pain points are, to best capture the opportunity here. This research that we're going to share with you today, was done in conjunction with Deloitte, 14,000 consumers and 750 marketing leaders across all these cities. And I'm excited to share. The high level of the results with you today. Obviously, there are reports that you can download to learn quite a bit more and I recommend it. But let me share just a top line. There are three takeaways that I think I want you to get from this report. Number one, there's an organizational transformation with an engagement approach. As I mentioned, there is this tremendous transformation taking place but marketing can play a pivotal role as a change agent. Not just transforming the creative process or the digital engagement process, but the way that those processes connect with finance, operations and make an end to end change within the organization. And number two, AI infused consumer loyalty. Now, AI is something we've been talking about. If you've been following these SAP Emarsys Masterclasses, we've talking about it for a while, but now is the time we're removing from kind of the theory and the hypothetical examples to action. I think you'll see a lot of really interesting examples out there of how AI is making a meaningful impact with consumer engagement. And finally, connected consumer data across the business. It's obviously important to take consumer data be transparent with the consumers about why you're gathering it and what you're going to use it for. But there's almost like a plague affecting the industry called dark data. So much of the data that people are collecting is not used at all or it's completely underutilized in terms of the value it can bring. And I think this is where it's really important to look at consumer data, both in terms of personalization potential and also the ability to impact those other parts of the business. So let me just finally add two more quick points from this research. Number one, the opportunity to be an engagement leader has never been greater, because only 16% of marketers are saying, are claiming that they excel in this new engagement-driven landscape. That means 84% do not, and are looking for ways to improve, whether through personalization or differentiated personalization. And then finally, there is, This is the- the right time to lay foundations to bridge the personalization gap. 77% of marketers believe they need to significantly transform their organization to properly engage consumers. I think there's a tremendous opportunity there. We're seeing some marketers take on this opportunity, but there's much more to be done. And so that's why... I feel that we've entered this new opportunity era. We're calling it the Engagement Era, where marketers can be at the center in terms of transforming the way their organizations are engaging with the market. And with that, I wanted to hand it off for an example of how this works end to end with Eloise and Nisha. So take it away. Thanks a lot, Sunny. All right, so in the Best Good scenario, we are introducing a CP brand named Best Goods and how they can, powered by Emarsys, of course, create appealing engagement with their consumers and those who should become consumers. And one of those to be consumers is Max, and we follow him as he interacts with Best Good's touch points. Everybody on the call, meet Max. He's up before sunrise crushing workouts while most of us are hitting snooze. Whether he's planning his snack adventure or diving into the latest wellness trend, Max is always down to explore healthy choices. And one of those choices could be Best Goods if we play it right. So Max is looking for a quick pick me up snack for lunch as he enters his local supermarket. Among the things he picks up is also Best Goods protein bar, Best Goods first touch point with Max. And as Max enjoys his lunch, he spots a QR code on the bar, indicating a chance to win something. And we all wanna win something, so that sounds good. And since this is after all an interactive webinar, please feel free to pull out your phones right now and scan the QR code you can see on the slide. As Max does the same in this scenario. Because once you have scanned the QR code, you're seeing what Max is seeing, a landing page for the Best Goods contest where he can win amazing prizes. So let the journey begin. Of course, as so often in the CP world, consumer journeys are not as straightforward as we'd like them to be. So Max leaves the site, mid-scroll during his lunch break, no sign up at all. But days later, he spots the Best Goods contest again on TikTok, and it feels like a second chance. And this time he wants to act on it and he is back on the BestGoods website. Now, you might have seen it already, but there is a Fitcation contest, a fitness-oriented vacation Max really wants to win. And he signs up for that. And while signing up for this Fitcation Contest, Max opts in for updates, including WhatsApp for local promotions. And as part of the signup, he also provides his address. And now with his phone number and postal code, Best Goods can provide him localized promotions, strengthening their offline presence and sales. And right after signing up, Max receives a personalized welcome email from Best Goods featuring their products and their content is relevant from the start. And this is the ideal moment for Best Good to deepen their engagement and set the tone immediately for a standout customer experience. A few days later, Max gets another email, this time full of lifestyle inspiration from Best Goods recipes to workout tips. He's very excited to try, of course. And Max browses the Best Goods blog to learn more about recipes featuring his favorite flavor, strawberry. Furthermore, what you're also seeing on the screen, he receives a message on WhatsApp about starting his weekend right with high protein pancakes. And there's more. We're talking true Omnichannel here. Max can dive into behind the scenes content on social. He can join influencer led challenges and connect with a like-minded community. So this is truly a fun and effortless way to stay inspired. And also of course, keep Best Goods top of mind. And through progressive profiling in emails and on the website, Best Goods collects valuable first party data from Max. That first party that is so important, so expensive and so difficult to acquire. And with Best Good's omni-channel strategy, enriching customer data becomes much easier. For example, it could be a quick quiz on preferences or his goals as his fitness goals to help personalize his journey. While also giving the brand deep insights into what products are trending and what their consumers are truly interested in. And instead of relying only on costly market research, Best Goods taps directly into real consumer interests, turning every interaction into smarter engagement and stronger loyalty. Ultimately, Best Goods is launching their new product, a protein pouch for the protein fuel on the go. And to bring it to life, they're hosting a local event where Max and others can try it first-hand. And this is about connecting online and offline, of course, and fostering consumer loyalty by increasing best good touch-points once more. But beyond that, it's about building a community fueled by your products. And through the email, Max adds his event ticket. To his smartphone wallet easily. And finally, the big day has come, which you can see here on the screen. Max shows up at the event. He can enter seamlessly, as all needed information is already saved in his mobile ticket. And not only does he get to taste the newest creations of Best Goods, but he gets to connect with like-minded people. And this is the start of many more experiences, both online and offline. What did we just see? It looked effortless, but as we all know, CP brand experiences rarely are. Still, Max moved through each touch point with ease, never overwhelmed, and despite the fact that only one can win the grand prize, a fitcation, our omnichannel strategy ensures everyone, both the brand and the consumer, walks away with value. Okay, Eloise, over to you for the deep dive on the solution. Amazing. Thank you, Nisha. So Nisha's talked you through Max's story and how his journey has progressed and the touch points involved. But how did we build this in Emarsys? Now I wanna make this clear, this whole thing exists. This isn't a bunch of Photoshopped images and screen grabs. This all works. And I'm gonna show you part of it in the platform now. So I'm just gonna get my screen up for you. 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 straight away. And then he got TikTok ad. And that TikTok ad is what encouraged him to think, oh 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 build the program flow of your choice. Now to make this super simple, we do actually have automation tactics. Now these tactics are pre-built 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 best goods website. And he does that by clicking on the QR code or 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 we've filled out the form. We could also, at this point, choose to send him a web channel campaign as well, 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 sent 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 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 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 has 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. I'll show you in a second how you build the wallet campaign again it's just a templated tool incredibly simple, but here is where he would download it. Now, you might be looking at this and thinking, this is great, but it's a lot of content. I don't have time for this. Yes, we have these blocks, these template of tools you can add, but I'm too busy. Well, you know, there are always things to make it simpler. For example, you can use AI to build your content for you. So if you're in here, and I'm just going to make this a little bit of fun, because what I'm going to do is I'm going to say, put in the benefits here of health pouches in two sentences, and let's do it in Shakespearean just for fun. And if I hit on generate, then we will get some generated AI content in Shakespearean that we can add to the email. Probably wouldn't want to do the Shakespearean in real life. You could do a whole multitude of different scenarios, but you can see you can insert them in as you so choose. So really, really simple to build or making it as easy as possible for you. If we again, look at the email basics, AI is possible here too in the subject line generator. You might want for the pre-header as well. I mean, and actually this just looks at the e-mail content. And inserts it for you. You don't even have to prompt if you don't want to. So very, very simple to use if you don't have maybe big teams or you're not necessarily inclined in knowing how to do this, it's doing it all for you So here is an example email. Let's have a look at that mobile wallet campaign he got. Well, again, look, it's a template at all. You give it a title, you choose the code, does it for you. You know, you can then add an image. You've got a back of the past where again, you can use your personalization again if you so choose. And finally, let's have look at a web channel campaign. So here it is, this is just one example that he got sent where it appeared on his page. When he did or didn't engage with the original form. So this automation is what has powered that entire flow. All of this sounds great, but ultimately, none of this can happen for CP brands without the right solution in place. And this is where our mission comes in at Emarsys. We find it often sits in the middle of those customer and business expectations. We want to make sure that everything we do and build truly empowers the marketers to deliver both sides of the equation. We've built our customer engagement solution, so you can do the following: connect across the entire experience, engage customers on any channel. Well, you just saw in the automation, all the channel options you can use, and you can simply add them in as you choose. Personalizing content wherever they interact with your brand. Huge thing in Emarsys, personalization. Again, you can simply add that in to any of the channels. Make insightful data-driven decisions. So understand your customers and drive profitable growth with AI-powered insights and analytics. Well, we saw there how you could use AI to help build your email content let alone the insights that we can provide as well. Adapt to market needs with speed and agility to scale your business with a composable platform that makes it easy to automate omni-channel campaigns. I mean the tactics. We just saw them so simple to create a program and get it started. Also inherent to all of this is that we give you the ability to tailor customer engagement to your business needs with industry specific capabilities to accelerate time to value. And because there are also the pillars of our product and innovation strategy, it means that we continue to deliver innovation that supports the marketer, business outcomes, and the customer experience. So on that, we are gonna have a chat to Sunny again, who is gonna tell us all about Ferrara. Thanks, Eloise. All right, so Ferrara, a fantastic example. US-based candy company, Chicago. This is a great example I like to share, because not all consumer products companies have any kind of a D2C storefront on their website. They may be operating simply for promotional purposes online, and then most of their purchases would be happening in store. Whether it's online or in person, this is a great example. So this company was facing the challenges you might expect, siloed data, they had difficulty scaling their personalization, they were looking for efficiencies and they weren't realizing what they needed. So with putting a Emarsys in place and also putting our customer data platform in place, we were able to first ferret out some really unique insights to the usage occasions where they were consuming the product. We found very quickly that for these products you might be familiar with Trolli's or Nerds candies. They were consumed while the consumers were playing video games. And so by connecting that passion point together with the advertising messaging and coming up with advertising and promotions and sweepstakes based on video games, we were able to drive a much more effective acquisition and loyalty campaigns. So our email open rates increased, by about 20%. The marketing, the database, the database of contactable consumers increased to about 60%. And we just saw a much larger participation in all these different sweepstakes, again, based on a unique insight that was able to be personalized to meet their needs. So really interesting success story here and something I think that could be applicable really to just about any consumer products company out there. So back to you. Thank you, Sunny. Okay, so we actually are into the Q&A. I can see one question that's come up that I'm going to ask that I think is probably for you, sunny, and I'll see if any more come in. What are some examples of how a customer can stand out with digital engagements? Sunny, do you think you can take that one? Yeah, sure. I mean, so how can a customer stand out? Well, we talked about earlier, that's one of the pain points that we're talking about the very beginning of this presentation. Few marketers feel like they're really differentiating with their personalization. They might I mean, if personalizing means you put their name at the top of the email, we could go so much deeper than that we can bring in so many more tokens for personalization against. But I think a great example of a customer that we talk about quite a bit is PUMA, athletic wear and footwear. This is a customer that gives a good example of how to drive acquisition or loyalty. Really, wherever you're trying to jump in and impact your funnel, impact your business, there's some learnings here from PUMA. Originally, when PUMA was operating before we started working with them, they were sending blanket emails to their entire database, and it was just not effective. There was a low open rate and I think what was probably happening is they might have even been alienating the people who didn't want to receive those emails and almost doing more harm than good. Two things, one, on the acquisition front, we introduced this value exchange. If you're going to invite people to join your newsletter to be communicated with, you want to give them something in exchange. I think offering discounts, offering different types of value in change for that was really powerful. In terms of building up their contactable database. And that's just we did, we had a 50% database growth. And then in terms of the emails being more effective and more targeted, we used smart targeting to focus only on those highly engaged consumers. And the consumers who actually presented or were showing signs of purchase intent in the coming months, and by targeting those consumers and understanding what they were clicking on, what they're interested in to begin with, we were able to very closely, very uniquely personalize the messaging that went out to them. And so of course, as you can imagine, being much more precise, we had a 25% increase in the open rates for those emails. And it did result in a much greater volume of sales that went through email moving forward. So between the Ferrara example, which again has no, they don't have their own storefront, they're just doing promotions. And the PUMA example where they're operating more with the online sales. I think there are a couple of good examples there. And again, wherever you are in the funnel, whatever tactic you're trying to push along towards the transaction and brand building long term, I think, you know, there are different places where you can start. Amazing, thank you, Sunny, that was great. We've had another couple of questions come in. They're sort of similar. So I'm wondering, Nisha, if you and I should sort of maybe share these. So the first one is where is the best place to start in building out this kind of consumer automation journey? The second one is what features are Emarsys customers utilizing the most to achieve the journey? So we've got, where's the best to start? And what's the best way to utilize it. Do you want to start Nisha, and maybe I'll fill in the utilization element of it. Yeah, sure. The best way to start, definitely the tactics, as in blueprints that give you a head start. Even if you're just looking for inspiration, you have those tactics, those blueprints you can leverage to make it as complex, as sophisticated as you want and really customize it based on your specific use keys, on your channels, on your customer journeys you want to build. Or you can use them right away by just adjusting your content. I think that would be the easiest answer and the most straightforward to give customers of ours a head start into building such automation programs. And of course, in the end, it always depends on your use case. What you want to achieve, what your goals are, and what your main use cases are you want build out. Okay, yeah, amazing. Thank you. Yes, something that I would say our customers love that I've when I've been working with them directly, obviously personalization is key and in fact, Sunny just alluded to that quite a lot in his story around how PUMA, they weren't personalizing in any form and then you create segments to try and target the correct people. So, so making sure you're using the right people for the right things, but also personalizing content, which you can do so dynamically as well with like recommendations. Another one, recommendations is a really good one that you can use in email and in some other channels. And there's actually now a multitude of ways in which you conserve those. And you can kind of choose the one that works the best for you. And these are served when they open the communication. So it's really dynamic. And AI is another one. So this is a relatively new feature to us, but it's been massively adopted and so successful and really simple to use. So. Obviously as well the omnichannel element. So the key things are personalize as much as you can, not just using the placeholder tokens that I showed you, but also when it comes to segmenting, like Sunny's example. Use AI if you want to get help with building your content and finding the most appropriate way to target, or the most appropriate voice, and also recommendations. So yeah, that's what I would say. But there's a lot you can do, and like Nisha said, a lot of it is use case as well. It's a classic answer, it depends on your use case after all. But I would also say when it comes about saving yourself time, we do have predictive AI capabilities, but also generative AI capabilities like the ones Eloise teased about and showed you an example of. But of course, if you want to learn more, we're always here. You can reach out to us and we can look at your use cases and what you want you achieve. Amazing. Thank you. We have no more questions that have come through. I'm just going to, in that case, very quickly talk about our new SAP Emarsys Product Hub. By the way, if you do have any questions that come through now, of course, we will get back to you. This QR code, if you scan it, will take you to the hub. Now, this hub basically has more than 50 walk-throughs featuring deep dives, real-world use cases that show how SAP Emarsys powers sophisticated omni-channel marketing. We gave you a tiny little taster earlier with our demo. We can do a lot more with that. So yeah, have a look at our product hub, go to the QR to get to take you there. But yeah, that's everything. So I would like to thank all of you for attending today. Obviously, thank all our speakers. I hope you found it useful. And yeah, thank you. And we'll see you next time.
Loyalty at Scale: Strategies and Use Cases for Powering Real-Time Consumer Engagement
Now available on demand | 35 minutes
About This Webinar:
In an engagement-driven market, speed, scale, and personalization aren’t just nice to have — they’re non-negotiable. Yet only 16% of consumer product brands say they excel at it, this means the majority of consumer product brands are leaving untapped revenue on the table according to our newly released Global Consumer Engagement Report, in association with Deloitte.
In this session, see how SAP Emarsys empowers brands to activate their data, personalize in real time, and drive consumer loyalty at scale. Through a product demonstration and interactive journey, you’ll experience the platform in action.
What You Will Learn:
🔹 How SAP Emarsys connects data across channels to deliver real-time personalized consumer engagement
🔹 An interactive walkthrough of a multi-touch, omni-channel consumer journey - via SAP Emarsys demo scenario, Best Goods
🔹 Practical strategies for applying omnichannel orchestration, loyalty management, and AI-driven targeting
🔹 Real results from tactics used by Ferrara, Krispy Kreme, and Hershey's to drive growth
Watch the webinar now to see SAP Emarsys in action and discover how leading consumer brands scale loyalty and revenue through smarter, faster consumer engagement.
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Real brands offering real customer engagement insights, including:
Personalize omnichannel engagement to build loyalty and
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Hello, everybody. And thank you for joining our webinar today, Driving Loyalty at Scale, How SAP Emarsys Powers Real-Time Consumer Engagement. So these are your speakers today. I'll start with me. My name's Eloise Burton. I'm a Product Enablement Manager here at SAP Emarsys, although very new to the role. Although I've been in SAP Emarsys seven and a half years, majority of that time in the customer training team. So I have a very good understanding of the platform, how best to adopt it, strategic ways to use Emarsys to achieve a specific goal. And I will hand over now to Sunny if you would like to introduce yourself. Thanks, Eloise, and thanks for having me, everybody. I'm excited to be here. Sunny Neely, I'm in the Consumer Products Industry Business Unit for SAP. Been here about five years. Before that, I was at Coca-Cola and Ferraro in a Brand Manager role. So I can understand the marketing from a practitioner's point of view. But I'm thrilled to be here and talk a little bit about Omnichannel Consumer Engagement. And I guess I'll hand it off to Nisha. Thanks a lot, Sunny. Hi, everyone. I'm Nisha Berg. I work as a Solution Advisor at SAP Emarsys. And I've been with the Emarsys, I think, now three years. I got to check my LinkedIn for the exact amount of time. As the title says, I'm advising brands on their use cases and turning their data into truly personalized customer experiences. And I'm here today to show you how our platform drives real results through smart and scalable customer engagement. And with this, I hand it over so you can get an overview of what we've got planned for you today. Thank you, Nisha. So before we jump in, let's have a look at what we'll be walking through today. So first, we are going to look at the state of consumer product engagement, diving into research and trends that marketers are facing today. Next, we're gonna show you an example of what a full end-to-end consumer journey looks like in our Best Goods demo scenario. It's interactive, so get your phones ready. And this also is where we will have a platform demo. Then we're going to bring you back to reality and show you how SAP Emarsys helps lead an omnichannel consumer journey with feature spotlights and how consumers are doing this today. Finally, we will have time at the end for a Q&A. So I'm now going to hand over to Sunny, who's going to talk us through the state of consumer product engagement and how consumer product marketing is different. All right. Thank you so much, Eloise. And I see we've got a lot of consumer products marketers on the call. So some of this is going to be a description of what your day-to-day is. But having worked at Coke and Ferrero, I really wanted to put together some thoughts about how consumer products marketers face some unique challenges and how the new ways of approaching modernized consumer engagement can help address those. So. Looking at this, these are the six ways I think that consumer products marketing is different. We'll start at the top right to go clockwise. First of all, it's more complex. There are so many different routes to market in consumer products, whether it's traditional, trade or modern trade and the bricks and mortar or B2C or B2B or marketplaces and digital. There's so much going on and there's so many different kind of mouths to feed in terms of the marketing that has to address and support all these different channels. So complexity there. Then when you get into what's actually happening, what the consumers are receiving, there's a lot of investment that's happening in the retail and on-premise partnerships. You have shopper marketing, you have retail media, and we can't forget about trade promotion itself, which is a tremendous investment that we're all making. And trying to orchestrate all these different consumer engagement investments to maximize the impact for the manufacturer as well as the retailer is critical. You know this is an industry that knows all about data. I mean, it's been investing in data for decades, whether it's syndicated research like Circana or Nielsen or customized research. It may be at times first-party data poor because we don't have a direct relationship with the end consumer in most cases, but there's no shortage of data to be sorted through and to be shared across the organization to make an impact. It's a complex portfolio, it's a wide and deep portfolio in many cases with lots of line extensions, very hard. Having been in those S&OP meetings myself with the supply chain and finance, very difficult. When you bring all that data about demand, demand information from marketing to marry that up with the operations team and turn it into a supply chain, a supply plan. So a difficulty there, but not something that can't be overcome. It's difficult to track individuals in this industry. It's not a closed loop. It's one of the most unclosed loops there is because after all, so much of grocery shopping is still done in person, in stores, and people might be shopping online or on marketplaces and then doing the final transaction in person. So that's a difficulty. Again, not something that can't be overcome, but it does add a layer of complexity. And finally, what we're gonna talk about today, loyalty. I think there's so much emphasis on acquisition. How do we get new customers? But when you have a low dollar item, which most CPG products are fairly low in terms of the basket ring, how do you drive multiple purchases? How do you build that loyalty to experience the maximized revenue over the long term? Because that's really where I think the big wins are in this industry. But we'll talk a little bit about how personalization can help both the acquisition and the loyalty process. So let me talk about, I've talked a little bit about what the industry is like. This is probably sounding familiar to a lot of people. Now let's talk about what brought us here today. We're in a moment of tremendous transformation. In fact, 88% of consumer products companies are in the process of transitioning to SAP S/4HANA, which means they're going to basically completely transform their back-end, their accounting, their supply chain, finance. All that's managed through the enterprise resource plan, the ERP that they have. So that system is transforming, but the marketing opportunity is there because 50% of those customers are also deploying advanced digital marketing at scale. So a time of tremendous change, but also a time to recalibrate and look for best-in-class consumer engagement. And so we have, taking advantage of this opportunity to do some deep research, both with consumers themselves and with marketing leaders, to understand what the needs are, what the pain points are, to best capture the opportunity here. This research that we're going to share with you today, was done in conjunction with Deloitte, 14,000 consumers and 750 marketing leaders across all these cities. And I'm excited to share. The high level of the results with you today. Obviously, there are reports that you can download to learn quite a bit more and I recommend it. But let me share just a top line. There are three takeaways that I think I want you to get from this report. Number one, there's an organizational transformation with an engagement approach. As I mentioned, there is this tremendous transformation taking place but marketing can play a pivotal role as a change agent. Not just transforming the creative process or the digital engagement process, but the way that those processes connect with finance, operations and make an end to end change within the organization. And number two, AI infused consumer loyalty. Now, AI is something we've been talking about. If you've been following these SAP Emarsys Masterclasses, we've talking about it for a while, but now is the time we're removing from kind of the theory and the hypothetical examples to action. I think you'll see a lot of really interesting examples out there of how AI is making a meaningful impact with consumer engagement. And finally, connected consumer data across the business. It's obviously important to take consumer data be transparent with the consumers about why you're gathering it and what you're going to use it for. But there's almost like a plague affecting the industry called dark data. So much of the data that people are collecting is not used at all or it's completely underutilized in terms of the value it can bring. And I think this is where it's really important to look at consumer data, both in terms of personalization potential and also the ability to impact those other parts of the business. So let me just finally add two more quick points from this research. Number one, the opportunity to be an engagement leader has never been greater, because only 16% of marketers are saying, are claiming that they excel in this new engagement-driven landscape. That means 84% do not, and are looking for ways to improve, whether through personalization or differentiated personalization. And then finally, there is, This is the- the right time to lay foundations to bridge the personalization gap. 77% of marketers believe they need to significantly transform their organization to properly engage consumers. I think there's a tremendous opportunity there. We're seeing some marketers take on this opportunity, but there's much more to be done. And so that's why... I feel that we've entered this new opportunity era. We're calling it the Engagement Era, where marketers can be at the center in terms of transforming the way their organizations are engaging with the market. And with that, I wanted to hand it off for an example of how this works end to end with Eloise and Nisha. So take it away. Thanks a lot, Sunny. All right, so in the Best Good scenario, we are introducing a CP brand named Best Goods and how they can, powered by Emarsys, of course, create appealing engagement with their consumers and those who should become consumers. And one of those to be consumers is Max, and we follow him as he interacts with Best Good's touch points. Everybody on the call, meet Max. He's up before sunrise crushing workouts while most of us are hitting snooze. Whether he's planning his snack adventure or diving into the latest wellness trend, Max is always down to explore healthy choices. And one of those choices could be Best Goods if we play it right. So Max is looking for a quick pick me up snack for lunch as he enters his local supermarket. Among the things he picks up is also Best Goods protein bar, Best Goods first touch point with Max. And as Max enjoys his lunch, he spots a QR code on the bar, indicating a chance to win something. And we all wanna win something, so that sounds good. And since this is after all an interactive webinar, please feel free to pull out your phones right now and scan the QR code you can see on the slide. As Max does the same in this scenario. Because once you have scanned the QR code, you're seeing what Max is seeing, a landing page for the Best Goods contest where he can win amazing prizes. So let the journey begin. Of course, as so often in the CP world, consumer journeys are not as straightforward as we'd like them to be. So Max leaves the site, mid-scroll during his lunch break, no sign up at all. But days later, he spots the Best Goods contest again on TikTok, and it feels like a second chance. And this time he wants to act on it and he is back on the BestGoods website. Now, you might have seen it already, but there is a Fitcation contest, a fitness-oriented vacation Max really wants to win. And he signs up for that. And while signing up for this Fitcation Contest, Max opts in for updates, including WhatsApp for local promotions. And as part of the signup, he also provides his address. And now with his phone number and postal code, Best Goods can provide him localized promotions, strengthening their offline presence and sales. And right after signing up, Max receives a personalized welcome email from Best Goods featuring their products and their content is relevant from the start. And this is the ideal moment for Best Good to deepen their engagement and set the tone immediately for a standout customer experience. A few days later, Max gets another email, this time full of lifestyle inspiration from Best Goods recipes to workout tips. He's very excited to try, of course. And Max browses the Best Goods blog to learn more about recipes featuring his favorite flavor, strawberry. Furthermore, what you're also seeing on the screen, he receives a message on WhatsApp about starting his weekend right with high protein pancakes. And there's more. We're talking true Omnichannel here. Max can dive into behind the scenes content on social. He can join influencer led challenges and connect with a like-minded community. So this is truly a fun and effortless way to stay inspired. And also of course, keep Best Goods top of mind. And through progressive profiling in emails and on the website, Best Goods collects valuable first party data from Max. That first party that is so important, so expensive and so difficult to acquire. And with Best Good's omni-channel strategy, enriching customer data becomes much easier. For example, it could be a quick quiz on preferences or his goals as his fitness goals to help personalize his journey. While also giving the brand deep insights into what products are trending and what their consumers are truly interested in. And instead of relying only on costly market research, Best Goods taps directly into real consumer interests, turning every interaction into smarter engagement and stronger loyalty. Ultimately, Best Goods is launching their new product, a protein pouch for the protein fuel on the go. And to bring it to life, they're hosting a local event where Max and others can try it first-hand. And this is about connecting online and offline, of course, and fostering consumer loyalty by increasing best good touch-points once more. But beyond that, it's about building a community fueled by your products. And through the email, Max adds his event ticket. To his smartphone wallet easily. And finally, the big day has come, which you can see here on the screen. Max shows up at the event. He can enter seamlessly, as all needed information is already saved in his mobile ticket. And not only does he get to taste the newest creations of Best Goods, but he gets to connect with like-minded people. And this is the start of many more experiences, both online and offline. What did we just see? It looked effortless, but as we all know, CP brand experiences rarely are. Still, Max moved through each touch point with ease, never overwhelmed, and despite the fact that only one can win the grand prize, a fitcation, our omnichannel strategy ensures everyone, both the brand and the consumer, walks away with value. Okay, Eloise, over to you for the deep dive on the solution. Amazing. Thank you, Nisha. So Nisha's talked you through Max's story and how his journey has progressed and the touch points involved. But how did we build this in Emarsys? Now I wanna make this clear, this whole thing exists. This isn't a bunch of Photoshopped images and screen grabs. This all works. And I'm gonna show you part of it in the platform now. So I'm just gonna get my screen up for you. 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 straight away. And then he got TikTok ad. And that TikTok ad is what encouraged him to think, oh 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 build the program flow of your choice. Now to make this super simple, we do actually have automation tactics. Now these tactics are pre-built 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 best goods website. And he does that by clicking on the QR code or 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 we've filled out the form. We could also, at this point, choose to send him a web channel campaign as well, 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 sent 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 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 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 has 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. I'll show you in a second how you build the wallet campaign again it's just a templated tool incredibly simple, but here is where he would download it. Now, you might be looking at this and thinking, this is great, but it's a lot of content. I don't have time for this. Yes, we have these blocks, these template of tools you can add, but I'm too busy. Well, you know, there are always things to make it simpler. For example, you can use AI to build your content for you. So if you're in here, and I'm just going to make this a little bit of fun, because what I'm going to do is I'm going to say, put in the benefits here of health pouches in two sentences, and let's do it in Shakespearean just for fun. And if I hit on generate, then we will get some generated AI content in Shakespearean that we can add to the email. Probably wouldn't want to do the Shakespearean in real life. You could do a whole multitude of different scenarios, but you can see you can insert them in as you so choose. So really, really simple to build or making it as easy as possible for you. If we again, look at the email basics, AI is possible here too in the subject line generator. You might want for the pre-header as well. I mean, and actually this just looks at the e-mail content. And inserts it for you. You don't even have to prompt if you don't want to. So very, very simple to use if you don't have maybe big teams or you're not necessarily inclined in knowing how to do this, it's doing it all for you So here is an example email. Let's have a look at that mobile wallet campaign he got. Well, again, look, it's a template at all. You give it a title, you choose the code, does it for you. You know, you can then add an image. You've got a back of the past where again, you can use your personalization again if you so choose. And finally, let's have look at a web channel campaign. So here it is, this is just one example that he got sent where it appeared on his page. When he did or didn't engage with the original form. So this automation is what has powered that entire flow. All of this sounds great, but ultimately, none of this can happen for CP brands without the right solution in place. And this is where our mission comes in at Emarsys. We find it often sits in the middle of those customer and business expectations. We want to make sure that everything we do and build truly empowers the marketers to deliver both sides of the equation. We've built our customer engagement solution, so you can do the following: connect across the entire experience, engage customers on any channel. Well, you just saw in the automation, all the channel options you can use, and you can simply add them in as you choose. Personalizing content wherever they interact with your brand. Huge thing in Emarsys, personalization. Again, you can simply add that in to any of the channels. Make insightful data-driven decisions. So understand your customers and drive profitable growth with AI-powered insights and analytics. Well, we saw there how you could use AI to help build your email content let alone the insights that we can provide as well. Adapt to market needs with speed and agility to scale your business with a composable platform that makes it easy to automate omni-channel campaigns. I mean the tactics. We just saw them so simple to create a program and get it started. Also inherent to all of this is that we give you the ability to tailor customer engagement to your business needs with industry specific capabilities to accelerate time to value. And because there are also the pillars of our product and innovation strategy, it means that we continue to deliver innovation that supports the marketer, business outcomes, and the customer experience. So on that, we are gonna have a chat to Sunny again, who is gonna tell us all about Ferrara. Thanks, Eloise. All right, so Ferrara, a fantastic example. US-based candy company, Chicago. This is a great example I like to share, because not all consumer products companies have any kind of a D2C storefront on their website. They may be operating simply for promotional purposes online, and then most of their purchases would be happening in store. Whether it's online or in person, this is a great example. So this company was facing the challenges you might expect, siloed data, they had difficulty scaling their personalization, they were looking for efficiencies and they weren't realizing what they needed. So with putting a Emarsys in place and also putting our customer data platform in place, we were able to first ferret out some really unique insights to the usage occasions where they were consuming the product. We found very quickly that for these products you might be familiar with Trolli's or Nerds candies. They were consumed while the consumers were playing video games. And so by connecting that passion point together with the advertising messaging and coming up with advertising and promotions and sweepstakes based on video games, we were able to drive a much more effective acquisition and loyalty campaigns. So our email open rates increased, by about 20%. The marketing, the database, the database of contactable consumers increased to about 60%. And we just saw a much larger participation in all these different sweepstakes, again, based on a unique insight that was able to be personalized to meet their needs. So really interesting success story here and something I think that could be applicable really to just about any consumer products company out there. So back to you. Thank you, Sunny. Okay, so we actually are into the Q&A. I can see one question that's come up that I'm going to ask that I think is probably for you, sunny, and I'll see if any more come in. What are some examples of how a customer can stand out with digital engagements? Sunny, do you think you can take that one? Yeah, sure. I mean, so how can a customer stand out? Well, we talked about earlier, that's one of the pain points that we're talking about the very beginning of this presentation. Few marketers feel like they're really differentiating with their personalization. They might I mean, if personalizing means you put their name at the top of the email, we could go so much deeper than that we can bring in so many more tokens for personalization against. But I think a great example of a customer that we talk about quite a bit is PUMA, athletic wear and footwear. This is a customer that gives a good example of how to drive acquisition or loyalty. Really, wherever you're trying to jump in and impact your funnel, impact your business, there's some learnings here from PUMA. Originally, when PUMA was operating before we started working with them, they were sending blanket emails to their entire database, and it was just not effective. There was a low open rate and I think what was probably happening is they might have even been alienating the people who didn't want to receive those emails and almost doing more harm than good. Two things, one, on the acquisition front, we introduced this value exchange. If you're going to invite people to join your newsletter to be communicated with, you want to give them something in exchange. I think offering discounts, offering different types of value in change for that was really powerful. In terms of building up their contactable database. And that's just we did, we had a 50% database growth. And then in terms of the emails being more effective and more targeted, we used smart targeting to focus only on those highly engaged consumers. And the consumers who actually presented or were showing signs of purchase intent in the coming months, and by targeting those consumers and understanding what they were clicking on, what they're interested in to begin with, we were able to very closely, very uniquely personalize the messaging that went out to them. And so of course, as you can imagine, being much more precise, we had a 25% increase in the open rates for those emails. And it did result in a much greater volume of sales that went through email moving forward. So between the Ferrara example, which again has no, they don't have their own storefront, they're just doing promotions. And the PUMA example where they're operating more with the online sales. I think there are a couple of good examples there. And again, wherever you are in the funnel, whatever tactic you're trying to push along towards the transaction and brand building long term, I think, you know, there are different places where you can start. Amazing, thank you, Sunny, that was great. We've had another couple of questions come in. They're sort of similar. So I'm wondering, Nisha, if you and I should sort of maybe share these. So the first one is where is the best place to start in building out this kind of consumer automation journey? The second one is what features are Emarsys customers utilizing the most to achieve the journey? So we've got, where's the best to start? And what's the best way to utilize it. Do you want to start Nisha, and maybe I'll fill in the utilization element of it. Yeah, sure. The best way to start, definitely the tactics, as in blueprints that give you a head start. Even if you're just looking for inspiration, you have those tactics, those blueprints you can leverage to make it as complex, as sophisticated as you want and really customize it based on your specific use keys, on your channels, on your customer journeys you want to build. Or you can use them right away by just adjusting your content. I think that would be the easiest answer and the most straightforward to give customers of ours a head start into building such automation programs. And of course, in the end, it always depends on your use case. What you want to achieve, what your goals are, and what your main use cases are you want build out. Okay, yeah, amazing. Thank you. Yes, something that I would say our customers love that I've when I've been working with them directly, obviously personalization is key and in fact, Sunny just alluded to that quite a lot in his story around how PUMA, they weren't personalizing in any form and then you create segments to try and target the correct people. So, so making sure you're using the right people for the right things, but also personalizing content, which you can do so dynamically as well with like recommendations. Another one, recommendations is a really good one that you can use in email and in some other channels. And there's actually now a multitude of ways in which you conserve those. And you can kind of choose the one that works the best for you. And these are served when they open the communication. So it's really dynamic. And AI is another one. So this is a relatively new feature to us, but it's been massively adopted and so successful and really simple to use. So. Obviously as well the omnichannel element. So the key things are personalize as much as you can, not just using the placeholder tokens that I showed you, but also when it comes to segmenting, like Sunny's example. Use AI if you want to get help with building your content and finding the most appropriate way to target, or the most appropriate voice, and also recommendations. So yeah, that's what I would say. But there's a lot you can do, and like Nisha said, a lot of it is use case as well. It's a classic answer, it depends on your use case after all. But I would also say when it comes about saving yourself time, we do have predictive AI capabilities, but also generative AI capabilities like the ones Eloise teased about and showed you an example of. But of course, if you want to learn more, we're always here. You can reach out to us and we can look at your use cases and what you want you achieve. Amazing. Thank you. We have no more questions that have come through. I'm just going to, in that case, very quickly talk about our new SAP Emarsys Product Hub. By the way, if you do have any questions that come through now, of course, we will get back to you. This QR code, if you scan it, will take you to the hub. Now, this hub basically has more than 50 walk-throughs featuring deep dives, real-world use cases that show how SAP Emarsys powers sophisticated omni-channel marketing. We gave you a tiny little taster earlier with our demo. We can do a lot more with that. So yeah, have a look at our product hub, go to the QR to get to take you there. But yeah, that's everything. So I would like to thank all of you for attending today. Obviously, thank all our speakers. I hope you found it useful. And yeah, thank you. And we'll see you next time.