The Business
The Betclic Group is an international online gambling company with five brands and four products operating across 15+ countries in 10 languages. The Betclic brand is the flagship brand of the group with 9 million clients and is number one in sports betting in France and Portugal. It is a mobile-only lifestyle brand as 95% of the activity occurs on mobile devices.
The Challenge
Betclic has the complexity of operating multiple brands, multiple products, and following multiple regulations. Creating an account on Betclic differs based on individual country regulations. Some users need to provide bank details, proof of identity, and validate the account via Direct Mail, all requiring different onboarding procedures.
The onboarding is mobile-only and tailored to each environment and country. Betclic offers over 180 separate bets per type of sport (soccer, tennis, basketball, etc.), with odds that evolve every second. This required scaling personalization and adapting in seconds to the correct bet for the correct player.
As 95% of Betclic activity happens on a mobile device, the customer engagement solution had to be simple and seamless for mobile-only users, and accomplished in real-time due to the time-sensitive nature of the business.
“SAP Emarsys differentiated itself because it was one tool that did everything: the truly integrated omnichannel aspect, the marketing automation, and its advanced capabilities in terms of reporting. Email, SMS, Push... everything communicates well and easily. It was facilitated by the userfriendly approach of the solution. Additionally, we needed an open and scalable solution that could partner with our internal ecosystem, which the platform could easily integrate into.”
The Solution
With SAP Emarsys, Betclic created a customer loyalty program that rewards customers when they win. The program also provides in-the-moment information of the sport’s game, and a custom message with an invite if they lose.
Integrated data for more personalized engagements
Using the SAP Emarsys SDK, Betclic gained behavioral and purchase data to better understand the journey of mobile customers. They were able to leverage push notification to deliver highly personalized, real-time engagements that recommended bets based on the player’s type, and called out their username for maximum impact.
True omnichannel visibility for advanced segmentation
After onboarding with SAP Emarsys, Betclic created integrated customer profiles that provided a full view of all of a client’s devices. This data allows highly specific segmentations that combine advanced purchase criteria and mobile behavior criteria.
Automated journeys based on customer behavior
With this enhanced customer behavior information Betclic set up real-time, at scale automated journeys built on advanced decision nodes combined from audience criteria. This allows them to send personalized messages to their entire audience, which includes millions of contacts, within minutes. The platform empowers a team of over sixty users across regions, brands, and products to create segments and content, for seamless, real-time engagement gains.
The Impact
By integrating behavioral and purchase data, Betclic gained a more holistic view of their customers. This allowed them to deliver a frictionless experience to engage and re-engage app users. It allowed them to deliver push notifications 4x faster than prior to onboarding with SAP Emarsys, and ensure that 100% of their automated journeys had personalized, real-time push notifications. The team cut back the time it took to create campaigns from two days to two hours, giving them additional resources to create smarter, more effective campaigns.
“We have integrated push to onboarding programs, as reminders are better served through notifications as they are more frequently opened and engaged with than emails for us.”