Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Martech is a direct line to consumer touchpoints, and marketers should embrace and leverage it to drive digital transformation, but that’s easier said than done.
Two companies that have achieved great results when aligning martech investments with their enterprise digital transformation initiatives are FactCool and Zizzi. They shared their stories at our Digital Transformation Europe 2018 Forum in London, and this Forrester case study provides our readers with more details.
Growing from a startup to annual revenues of more than €40 million in just over three years is certainly a reason to celebrate, but such rapid growth also creates its challenges. FactCool, one of the fastest growing eCommerce retailers in Europe, needed to reconcile its disparate technology tools to meet customer demand for trending products.
To sustain its growth trajectory, FactCool aligned promotions with product inventory and personalized individual shopping experiences. Leveraging its martech investments with Exponea, the brand aligned its marketing operations with its supply chain, integrated its martech and back-office ecosystems, and adopted an agile approach to accelerate its digital transformation journey.
In addition to providing a superior casual dining option, Zizzi, an Italian restaurant chain with over 150 locations across the UK and Ireland, wanted to engage customers beyond the in-restaurant experience. To incentivize customers to visit the restaurant, Zizzi created opportunities for customers to learn about the brand via digital channels. To maximize the return on digital investments, the brand first collected cross-channel insights on its customers and their preferences.
Zizzi partnered with 3radical and Edit to build its customer engagement strategy. It encouraged customers to share preference information via a series of gamified digital experiences with opportunities to earn credits and prizes. Zizzi then closed the loop with engaged customers via interactive experiences in their local Zizzi restaurants. By leveraging its martech investments, Zizzi is on its way to creating an immersive customer experience — increasing engagement and building foot traffic.
To find out how FactCool and Zizzi aligned their martech investments with digital transformation initiatives to meet evolving customer expectations, see the Forrester case study.