As an innovative leader in preparation, storage, and serving products, Tupperware, has long relied on word-of-mouth and influencer relationships to spur purchases and build a network of brand lovers.
But its unique business model – built mostly on a team of enthusiastic but remote consultants – made it challenging to connect disparate data sets, create complete customer profiles, and communicate consistently with their sales force in the field.
In an effort to revamp its marketing communications approach and consolidate all customer and consultant information, Tupperware needed a marketing automation platform that was equally a partner and pioneer.
The Challenge: Dealing with a Data Deficit
Tupperware’s well-known product parties aim to connect consultants with customers in a fun way, complete with food and freebies. But this kind of business model was becoming a double-edged sword.
The disparately situated sales team had no central place to store notes, updates, and data about the people they were interacting with on a daily basis. Most of their notes were kept in individual siloes, usually on each consultant’s home computer.
“We were not collecting data effectively. When you looked at each field, you might have incomplete data… so what we have to do is show consultants what we’re trying to achieve through [a unified marketing] platform is actually going to benefit them so that we can all start improving our data collection.”
Rick Medeiros • Global Vice President of Digital Transformation, Tupperware
The brand was also unable to do any personalization at scale. Consultants were limited to only two kinds of emails: massive one-size-fits-all blasts and lots of one-offs created from scratch. On top of all that, the ESP platforms being employed were expensive for such limited features.
“We were very data poor, and, therefore, we didn’t do any personalization. Our previous ESP wasn’t properly connected to any of the data sources we had. So that was challenging to find a platform that could support our consultants and that would be flexible enough for everybody to work with. It [a new platform] had to be data-first with all the marketing automation capabilities that came on top of that.”
Kiara Sanchez-Mora • CRM and Digital Outreach Strategist, Tupperware U.S. & Canada
As consultants began to migrate more and more towards digital, email was a natural first channel to re-evaluate, and the corporate Tupperware team was looking for an AI-enabled solution to offer personalized product recommendations – whether via email, social retargeting ads, or on the website.
How a Unified Solution Changed Everything
After Medeiros & co. did their due diligence and carefully considered their options – including surveying 52 members of the marketing team on usability – the Tupperware team chose Emarsys as their new unified marketing platform.
With their data all in one platform, Tupperware realized they had a goldmine to tap into. In effect, all customer data that would be needed could be accessed and acted upon from a central location. Finally, Tupperware could personalize communications both inside of the business and out.
Email, in particular, saw tremendous improvement in terms of automation capabilities. Tupperware’s new “on behalf of” email campaign set up a program where corporate could operationalize outreach to customers on behalf of their consultants. Recipients can click through to their consultant’s website and directly buy there.
Consultants can now build their own email lists, and corporate can also track email performance among consultants, so they know who’s opening, who’s clicking, who’s activating, or who’s not activating.
The brand could also create a better omnichannel experience. Though an initial email may start the interaction, by using the Web Channel tool, Tupperware could connect email to website and create more personalized experiences, including web recommendations.
Positive Results for Tupperware
With their new solution, Tupperware saw the following results:
- 5x-7x email revenue growth.
- CRM return on ad spend (ROAS) grew 30x.
- $8,000 revenue increase from email due to email recommendations.
Sanchez-Mora summed it up plainly when she said: “For us, the experience has been awesome. I can’t think of a better word. And I’ve talked to other prospective clients that have since come on board, which speaks for itself. It really is kind of our marketing secret that we’re spreading to one another.”
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