The Business
Arezzo Group is Latin America’s largest women’s footwear powerhouse, bringing together iconic brands that define style and innovation worldwide. With a portfolio that includes Arezzo, Alexandre Birman, and Schutz, the group operates over 450 stores. The company maintains a strong digital presence and delivers up to 21 collections annually to millions of fashion-forward consumers.
As one of the flagship brands within the group, Arezzo blends high fashion with fearless creativity—making personalization at scale a cornerstone of its global strategy and fueling its growing international footprint.
The Challenge
Before partnering with SAP Emarsys, Arezzo needed deeper insights into customer needs to deliver the right products at the right time. Speed-to-market was essential for hitting Black Friday revenue goals—especially during the holiday season, retail’s equivalent of the Olympics. Marketers dedicate months of preparation to the holiday season, facing fierce competition and a narrow window to deliver gold-medal results.
As Black Friday approached, Arezzo faced the daunting task of planning and executing high-impact campaigns across multiple brands and regions. The company needed to:
- Personalize customer engagement at scale
- Understand customer behavior across different markets
- Centralize customer data from various channels and brands
- Automate marketing efforts without losing relevance
- Gain visibility into campaign performance to drive smarter growth
“We need partners like SAP Emarsys who help us understand this entire journey throughout the year so that on special days like Black Friday, we can reach the right customer at the right time and through the most appropriate channel.”
The Solution
Arezzo partnered with SAP Emarsys to implement a comprehensive omnichannel engagement solution. Arezzo put customers at the center of its early campaigns by using customer behavior to guide its engagement strategy. Arezzo began using SAP Emarsys by automating personalized product recommendations based on how each person interacted with the brand. Best of all, SAP Emarsys includes a flexible visual editor, which empowered the Arezzo team to quickly learn the tool and launch campaigns efficiently.
Key highlights from the SAP Emarsys deployment include:
- Fast Implementation: SAP Emarsys was deployed quickly to begin capturing customer behavior and launching personalized campaigns.
- Centralized Data: Customer data was unified across brands, channels, and regions, enabling more accurate segmentation and targeting.
- Automated Journeys: Arezzo built responsive, real-time customer journeys across email, mobile, web push, and in-app messaging.
- Cross-Functional Collaboration: Teams from CRM and marketing worked together to share assets and best practices.
- Performance Tracking: Real-time dashboards and lifecycle analytics provided visibility into campaign effectiveness across markets.
"In 40 days, everything was ready, integrated, capturing customer behavior, and working with our web channel. In other words, it is not simply an email and SMS trigger tool. This was one of the points that made us choose SAP Emarsys over several other options on the market, and also because of the support we have from SAP in this regard."
The Impact
After implementing SAP Emarsys, Arezzo is still celebrating big wins, including:
- Black Friday Success: Arezzo reached its CRM revenue target even before Black Friday. They saw a 37% increase in Black Friday revenue YoY. In addition, the Lifetime Value (LTV) of their ecommerce customer base increased by 53% YoY.
- New Revenue Streams: Cross-channel campaigns introduced new revenue opportunities, such as product recommendations triggered by delivery events. They saw an increase of 20% in eCommerce revenue share, up +5 p.p. YoY.
- Scalable Personalization: The company now segments and clusters customers effectively across its many brands and categories. They launched campaign themes for collection launches, promotions, and events. These efforts led to a 28% increase in Return on Ad Spend (ROAS) YoY.
- Global Growth: With better visibility and automation, Arezzo scaled its marketing operations internationally without sacrificing personalization. More than 8 million customer profiles were engaged through personalized campaigns.
- Above-Average Conversions: New channels like web push and in-app messaging exceeded expectations in driving CRM and e-commerce revenue. By using these personalized communications, Arezzo significantly increased the in-store revenue, as measured by the number of purchases made within seven days of receiving the communication.
To scale customer engagement quickly, Arezzo used ready-to-launch tactics, including Fast Abandoned Cart, Top Category Cross-Sell, and Convert Hot Leads. These AI-powered campaigns were automated based on each customer’s lifecycle stage and delivered across mobile push and email, creating a seamless and personalized experience.
Today, Arezzo has automated customer journeys to better connect with customers year-round. From welcome emails to re-engagement campaigns, Arezzo can now deliver timely, relevant messages across email, mobile, and other channels, all without having to start from scratch each time.
Customer journeys in SAP Emarsys aren’t set-it-and-forget-it. These campaigns are responsive, flexible, and driven by real-time customer behavior. Each contact in their database gets relevant, consistent messaging on their preferred channels. For example, when customers browsed open-toed shoes, they were also shown matching accessories on the website through Web Channel campaigns. Then, the customer would receive email recommendations powered by the SAP Emarsys Predict engine.
Moving forward, Arezzo can scale engagement without sacrificing relevance. Arezzo is poised to scale smarter, connect deeper, and continue redefining customer engagement, season after season.