How Grupo Axo simplified a multibrand, multisegment, omnichannel ecosystem

The Solution

Implementing cloud solutions to gain visibility into customer behavior

Grupo Axo chose to implement a number of complementary SAP Customer Experience solutions. “With SAP Customer Experience solutions, our teams have access to in-the-moment customer data insights, allowing them to communicate consistently with our customers across every interaction, every brand, and every channel,” said Eduardo Lemos Felippelli, Head of CRM and Analytics, Grupo Axo SAPI de CV.

The SAP Emarsys solution provides Grupo Axo with CRM and marketing automation that supports interaction and communication with customers to increase buyback, retention, and loyalty. This includes personalized digital ads, push notifications, email and SMS campaign execution, plus website and app personalization and recommendations.

The company relies on customer data solutions from SAP to support the collection and centralization of customer data, including identity and privacy consent. The capabilities include an e-commerce login, newsletters, consent forms, and a unified preference center, giving customers control of their identity data, what they choose to share, how they would like to receive communication, and the content they would prefer to engage with.

SAP Customer Data Platform provides a single view of customer behavior across brands. Together with SAP Customer Identity and Access Management solutions, the platform allows Grupo Axo to focus on areas such as customer segmentation, lifecycle, omnichannel experiences, and unique customer insights by gaining transparency into their interactions, shopping behaviors, and profile from transactional and permissioned identity data.

“Identifying cross-brand consumer behavior is very useful information. For example, if a customer buys a product in a category within a specific brand, we can promote products to this customer that align with their needs within other brands too. This, in turn, increases the purchase frequency of these customers at the point of sale.”

Eduardo Lemos Felippell

Head of CRM and Analytics, Grupo Axo SAPI de CV

Connecting customer experience data with operational data

Grupo Axo had previously worked with transactional data for years but in order to engage with their customers in a meaningful way, they needed to reimagine how they approached their campaign strategy. The team combined customer experience data—sales (online and offline), service interactions, campaign engagement, on-site behavior, and even platforms like TikTok or Google — with operational data to deliver more relevant, timely, and personalized experiences.

Using RFM models, additional layers were built to incorporate sensitivity to categories, discounts, and newness. With the help of AI, they also captured behavioral signals like website visits, campaign engagement, reviews, and NPS to understand customer intent and satisfaction–even when there is no purchase made.

A key factor to achieving this level of insight is extensibility. This helps the team connect data across their systems of choice, integrating their sales data directly into SAP Customer Data Platform through their POS and OMS systems. At the same time, SAP Emarsys is capturing engagement data from campaigns and customer interactions on their website.

With this approach, they were able to understand the customer at a very granular level and dynamically adapt. For example, if someone buys a pair of pants and later comes back to the website to look at those same pants again, or opens a related email, this can categorize the customer as having high intent and trigger a targeted campaign specifically for this audience. Von Graevenitz added, “We’re using data to understand which products are bought together, how people research, and which channels they use. That lets us go way beyond just looking at what was sold.”

“When we looked closely at customer behavior, we unlocked 50 to 100 times more insight than transaction data alone could provide. Of course, you have sales data — you can understand what a customer bought and when. But when you merge that with behavioral data, it becomes much more powerful.”

Nicolas Von Graevenitz

Chief Digital Officer, Grupo Axo SAPI de CV.

“On the operational side, we’re increasingly integrating stock availability by store and size to enrich the e-commerce experience, helping customers make better decisions in real time, especially during their visit to a physical store. We see this as a critical step in bridging the online–offline experience and improving lifecycle engagement and building true loyalty,” said Graevenitz. Similarly, using purchase data from SAP Customer Data Platform, they were able to pair up products that are usually bought together. These insights were then used to prepare the feature table at physical stores during the holiday peak season.

By combining both data sets, Grupo Axo was able to shift from generic promotional tactics (like blanket coupons) to more value-based personalization—such as offering early access to new products, curated looks, or cross-category offers based on real-time inventory and individual behavior.

Accelerating platform adoption with AI

In the spirit of maximizing platform usage, the Grupo Axo team believes AI will be a central player to driving adoption, not just simply automating tasks. AI is used to simplify tools and processes, making advanced personalization capabilities accessible to marketing and commercial teams without heavy reliance on IT.

“We see real potential in AI agents that speak the language of business users, not data scientists. The goal is to democratize both the data and the tools—so teams see hyper-personalization as a lever they can pull, not a complex task they hope someone else will take on,” commented Graevenitz.

The team views AI as a means to build deeper, multi-layered models that go beyond the biases of current human-driven segmentation logic. AI can challenge those assumptions and even more importantly, ensure that customer insights don’t stay siloed in marketing. Instead, they flow back into other areas like buying, in-store operations, and finance, allowing the whole organization to align around real customer behavior.

This also means breaking the cycle where marketing avoids ownership of data, and data teams act as gatekeepers. AI should dissolve that tension by enabling more autonomous, insight-driven action across the business.

Distributing campaigns across multiple instances

Managing more than 30 brands across two continents comes with a level of complexity that can often make omnichannel campaigns difficult to create. With SAP Emarsys, the team could easily move their high performing templates and campaigns from one instance to another, improving campaign efficiencies. Once moved, they were able to tweak the campaign to fit the needs of each specific brand, while maintaining the structure proven to be successful.

“And it’s no code. That was also really important. I mean, there’s some code when you want it personalized, font and so on, but when that’s done… you can just push it to the design team, graphic designers, marketers, and they just do it themselves. So, you don’t need a tech team behind that, using the platform. And that was one of our goals, definitely.”

Nicolas Von Graevenitz

Chief Digital Officer, Grupo Axo SAPI de CV

AI-Powered Marketing

With the help of AI, Grupo Axo captured behavioral signals like website visits, campaign engagement, reviews, and NPS to understand customer intent and satisfaction, even when no purchase was made.

Supercharged Customer Segmentation

Using RFM models, additional layers were built to incorporate sensitivity to categories, discounts, and newness.

Personalized Recommendations

By combining both data sets, Grupo Axo was able to shift from generic promotional tactics (like blanket coupons) to more value-based personalization, such as offering early access to new products, curated looks, or cross-category offers based on real-time inventory and individual behavior.