Intelligent Marketing: The Next Era of Customer Engagement

Today’s brands face an urgent challenge: how to deliver personalized, consistent experiences across every touchpoint, without overwhelming their internal teams or relying on siloed tools.

The answer? Intelligent marketing, where data, AI, and automation work together to predict, personalize, and perform at scale.

Lisa Wendland MBA, Senior Director of Owned Media at our partner Blue Wheel puts intelligent marketing in the spotlight with a real-word campaign for Bioré that leverages SAP Emarsys’ advanced capabilities.

According to the latest Customer Loyalty Index (CLI) from SAP Emarsys in 2025, 68% of consumers report loyalty to brands, but economic uncertainty and social media trends make this loyalty fragile. Intelligent marketing goes far beyond basic automation. It’s about building systems that adapt in real time and think ahead, so your customers always feel seen, understood, and valued.

At Blue Wheel, we focus on four pillars of intelligent marketing:

1. Personalization at Scale – Turning data into loyalty
2. Omnichannel Orchestration – Connecting channels seamlessly
3. AOV-Based Targeting – Maximizing value across segments
4. Real-Time Content Personalization – Crafting relevant experiences in the moment

These pillars form the backbone of our intelligent marketing solutions, combining human insight with the power of SAP Emarsys.

True personalization goes beyond names in subject lines. It’s about using intelligent marketing automation to anticipate and respond to customer needs.

With SAP Emarsys, Blue Wheel creates adaptive customer journeys based on behavioral triggers and lifecycle stages.

Take Bioré’s UV Aqua Rich SPF campaign with a major national retailer. We geo-targeted skincare enthusiasts within 50 miles of participating locations, using AI-powered subject lines and dynamic product recommendations.

The results?

• 64.7% open rate
• 6.7% click rate
• Engagement split evenly between online and in-store channels

SAP Emarsys’ CLI data shows 59% of consumers stay loyal due to high-quality products, while 34% switch brands over irresponsible data use. Our predictive AI segments and dynamic journeys ensure brands like Bioré deliver quality and trust.

Our intelligent marketing strategies for personalization include:

• Predictive AI Segments: Forecasting churn or purchase intent
• Dynamic Journeys: Triggering timely email/SMS flows based on real behavior
• Actionable Insights: Constantly optimizing based on performance data

Intelligent marketing means meeting customers wherever they are. That requires true channel orchestration, not just repetition.

With SAP Emarsys, Blue Wheel connects email, web overlays, and media into a single, adaptive experience.

In the Bioré UV Aqua Rich SPF campaign with the major retailer, we paired TikTok and Meta creator content (8.6M impressions) with personalized emails. AI-driven product suggestions and location-based store info helped drive a 30% sell-through in just 3 weeks.

Diving deeper into the 2025 Customer Loyalty Index reveals that Trend Loyalty is on the rise: an emotionally charged, fast-moving allegiance driven by hype not history or long-term trust.  With 23% of Gen Z consumers saying they are Trend Loyal, with loyalty sparked by viral moments like TikTok trends, brands must act fast and understand each customer on a personal level. Our Bioré UV Aqua Rich SPF campaign paired TikTok content with personalized emails to capture this fleeting loyalty, achieving 30% sell-through in 3 weeks.

How we orchestrate intelligent marketing campaigns:

• Cross-channel triggers: Detecting disengagement and activating the next best channel
• Unified messaging: Consistent, relevant creative across touchpoints
• Real-time optimization: Adjusting spend and creative based on live data

Not all customers should be treated the same. Intelligent marketing strategies use AOV segmentation to tailor messaging, offers, and experiences by value tier.

While the Bioré campaign focused on geo-targeting for a major retailer partnership, we also use SAP Emarsys to:

• Segment by AOV: Low, mid, and high
• Personalize content and incentives accordingly
• Test and refine offers based on conversion and ROI

For example:

• Low-AOV customers may receive time-sensitive discounts
• VIPs might get exclusive access or early product drops

To stay loyal, consumers expect tailored rewards, with 50% valuing loyalty points and 21% seeking personalized experiences (SAP Emarsys CLI 2025). Our AOV-based targeting delivers time-sensitive discounts for low-AOV customers and exclusive drops for VIPs, maximizing value.

This segmentation, powered by SAP Emarsys’ intelligent marketing tools, helps brands drive both short-term sales and long-term loyalty.

Your customers change constantly. Intelligent marketing automation makes sure your content keeps up.

Blue Wheel uses SAP Emarsys’ dynamic personalization features to deliver tailored experiences, from post-purchase flows to location-specific product recommendations.

In the Bioré UV Aqua Rich SPF campaign, personalized PDP links based on browsing behavior helped drive performance. For Kao, we’ve also built flows with “show/hide” logic to serve tips and upsells based on recent purchases.

With 20% of consumers feeling emotionally connected to trending products and 16% trusting social media over ads (SAP Emarsys CLI 2025), our Bioré campaign used dynamic PDP links and TikTok content to drive engagement as high as 7.9%.

How we personalize at scale:

• Show/Hide Blocks: Serving different content based on location, order history, or preferences
• Dynamic Recommendations: Real-time product suggestions with Emarsys AI
• Narrative Alignment: Custom messaging crafted to match your brand tone

In a Beauty & Skincare market where loyalty fell to 38% this year compared to 42% in 2024 (SAP Emarsys CLI2025), Bioré’s UV Aqua Rich SPF launch in partnership with a major retailer shows what happens when intelligent marketing strategies meet precise execution.

From geo-targeted email to social-driven search lift, our campaign combined SAP Emarsys’ automation with creative storytelling to:

• Increase store visits and online conversions
• Deliver 6.7% CTR on targeted emails
• Achieve 30% inventory sell-through in 3 weeks

This is the power of intelligent marketing, bringing automation and creativity together for real business outcomes.

Blue Wheel and SAP Emarsys offer a proven framework for intelligent marketing strategy, combining AI, personalization, and omnichannel execution.

Whether you’re seeking intelligent marketing solutions for retention, AOV growth, or lifecycle automation, we’re here to help.

Let’s build what’s next—together.

Watch Blue Wheel and Bioré’s session at the SAP Emarsys Loyalty Masterclass on turning a social spark to retail success here.

Download a copy of the SAP Emarsys 2025 Customer Loyalty Index here.