The Business
woom has made a name for itself in Europe and the US as a maker of ergonomic, superlight children’s bicycles. The innovative Austrian children’s bike manufacturer develops high-quality bicycles that are both fun to ride and safe, so kids can enjoy them for years to come.
The company also set out to engage its growing global community efficiently and personally – delivering the right content through the right channel at exactly the right time. As an international company with high market visibility, woom’s e-commerce team relies on digital innovations to ensure consistent, automated customer communications. With this goal in mind, the company turned to the SAP Emarsys omnichannel marketing solution.
The Challenge
As a global company, woom was confronted with the challenge of serving both the European and US markets simultaneously. However, a fragmented MarTech landscape and disconnected data silos stood in the way of an omnichannel marketing approach. woom needed a holistic view of its customers along with the means to efficiently build, measure, and optimize its marketing campaigns.
To achieve this, woom was looking for a technical solution that would enable the company to link customer data more intelligently, drive digital internationalization forward, reduce manual tasks, and accelerate the creation of omnichannel campaigns. The goal of these measures was to increase efficiency, enable greater personalization, and promote customer loyalty.
The Solution
In 2022, woom partnered with SAP Emarsys under the guidance of experts from hmmh. woom’s MarTech infrastructure was soon redesigned and consolidated, enabling the implementation of key use cases in data collection, internationalization, and omnichannel marketing.
Consolidated data for a holistic customer view
Meaningful data is essential for omnichannel marketing. To gain a complete picture of the company’s customers, woom implemented SAP Emarsys. Customer data from various Shopify stores is now transferred to the platform through middleware, where it can be viewed and evaluated in a centralized location.
Customer data is analyzed entirely using SAP Emarsys. Customer lifetime value is calculated based on sales data, and customer order history and product affinities can also be visualized.
The Loyalty Club offers customers the opportunity to register their purchased bikes and provide information about themselves and their children. This way, the woom team collects valuable data about its community, which it uses to further personalize customer communication and make it more relevant.
Scalable internationalization made easy
In the past, woom managed ten separate Shopify stores in eight different languages. This required a great deal of manual input when creating campaigns, not only because it involved multiple languages, but also due to country-specific requirements and regulations, such as the GDPR in the European Union.
woom now uses two SAP Emarsys tenants – one for the European market and one for the US. While the two systems operate independently, they are still linked, ensuring that regional requirements, different currencies, and languages are fully supported. woom can also view both systems in parallel using the Unified Dashboard, which allows the company to generate valuable market comparisons and analyze campaign performance.
The tool also features useful campaign creation interfaces that promote digital internationalization and ensure greater efficiency. For example, it’s now possible to transfer an email created for the EU market to the US tool, adapt it, and send it immediately. This flexibility has contributed significantly to boosting efficiency and saving time – a real game changer for the bicycle manufacturer’s marketing team.
Personalized customer communication with omnichannel marketing
Before partnering with SAP Emarsys, woom used a variety of tools to implement its omnichannel campaigns. The majority of these processes have since been migrated to SAP Emarsys,making it easier and more efficient to maintain a presence across many different channels.
In addition to email as an important driving force when communicating with customers, woom relies on the SMS channel, especially in the US. Highly appreciated by American customers, this channel also provides additional support for ongoing email campaigns.
SAP Emarsys web channels and segmentation capabilities also enable the woom team to set up high-impact, engaging, and personalized overlay campaigns without the need for in-depth technical expertise.
One example is a registration overlay on the website, which achieved a significant uplift. The multi-step functionality of the displayed form was highly effective, prompting users for their email address and SMS preferences in a gradual, unobtrusive way. SAP Emarsys ensured that only unidentified contacts were shown the overlay. One of the key advantages for woom was that the multi-step overlay was easy to set up with the help of the hmmh team, giving the marketing team maximum flexibility.
Another important element in the omnichannel mix was the integration of the digital ads channel using SAP Emarsys.. The tool’s functions can be used to transfer dedicated audiences to advertising networks. This enables woom to optimize targeting across multiple advertising channels – for example, by excluding specific contacts from social media ad campaigns when necessary or by using lookalike audiences to reach new potential customers with relevant content.
"This integration really has the potential to improve our global brand presence and communication with our woom community. I'm excited to see what else is possible!"
The Impact
By partnering with the experts at hmmh and SAP Emarsys, woom managed to consolidate its entire marketing infrastructure and expand it by adding new, efficiency-enhancing capabilities. The features of SAP Emarsys support unified data usage, provide a comprehensive overview of the customer base, enable further internationalization, and strengthen the omnichannel marketing approach by introducing cross-channel marketing automation.
The Austrian bicycle manufacturer can now reach its community with personalized and automated messages, streamline internal work between the US and European teams, and sustainably increase marketing efficiency. Going forward, the company plans on further improving the efficiency of its omnichannel approach and developing a long-term omnichannel marketing strategy that can be fully mapped and implemented in SAP Emarsys.
But woom’s digital transformation is far from over. The company is working with the experts at hmmh on a three-year CRM strategy project aimed at further improving its own global use cases and ensuring personalized, data-driven customer communication.