Sa Sa International and SAP Emarsys join forces to elevate personalised omnichannel experience

Sa Sa International has partnered with SAP Emarsys to deliver a personalised online-merge-offline (OMO) experience that elevates interactions at every stage of customer lifecycle.

Established in 1978, Sa Sa has continuously evolved with the changing needs of its customers. In recent years, it has built infrastructure and processes to bring customers a seamless OMO experience across a network of physical stores in Hong Kong and Macau; and global online platforms excluding Mainland China, Hong Kong and Macau.

Under the partnership, SAP Emarsys eCommerce enables Sa Sa to build on this foundation and pursue a two-pronged approach to customer loyalty that optimises both acquisition and retention. The solution allows Sa Sa to collect and analyse data from its various consumer demographics and gain real-time visibility into their shopping and buying preferences.

Furthermore, these consumer insights enable Sa Sa to curate appropriate online product portfolios and offer the right mix of loyalty programmes, such as rewards points and cashback incentives catered to different customer groups. In addition, the solution helps Sa Sa build strong activation programmes by leveraging marketing automation and real-time personalisation to create sophisticated insights-driven campaigns that drive real business outcomes.

The three key SAP Emarsys eCommerce modules Sa Sa has adopted include Smart Insight, Web Extend and Email Recommender. Emarsys Smart Insight enables Sa Sa to harness its data to systemically segment customers for intelligent retention marketing. This solution gives Sa Sa detailed insights into a customer’s purchase preferences and lifecycle journey, allowing it to automatically offer relevant product promotions at the right time. Thus, Sa Sa can monitor how it is engaging with different segments and ensure it is delivering value to customers and the business.

In terms of the Emarsys Web Extend feature, its data collection solution can track interactions on sasa.com and email campaign results. This data is integrated with validated product and sales information so as to optimise customer engagement in accordance with Sa Sa’s privacy policy.

On the other hand, Emarsys Email Recommender aims to enhance Sa Sa’s email marketing campaigns by adding relevant product images and information to automated messages at scale. Driving customer engagement and response, these recommendations are dynamic and are rendered in real-time to ensure customers get the most up-to-date, personalised product recommendations, whether it is prompting a re-purchase, following up on an abandoned cart, or suggesting best sellers and special offers to tempt browsers to purchase.

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Hong Li, director of eCommerce of Sa Sa International, said, “The SAP Emarsys eCommerce solutions elevate Sa Sa’s customer engagement to the next level by offering intuitive and relevant online experiences to our customers. Sa Sa thrives on staying close to what our customers expect and thus it is important to have real-time panoramic visibility of customer data at every point in the customer lifecycle journey. With Emarsys, our data analysis capabilities are continuously improving so we can discover the best way to engage, retain and expand our customer base, with data-driven customer programmes.”

Esmond Tong, managing director, SAP Hong Kong, said, “Today’s retail environment is complex and competitive, shaped by new technologies and fast-evolving customer behavior and preferences. SAP Emarsys presents a single, integrated platform where customer-centric market leaders like Sa Sa can build, execute and scale real-time marketing campaigns. With Emarsys, Sa Sa is growing its customer lifetime value through omnichannel interactions that are personalised, intelligent and compelling.”

MARKETING-INTERACTIVE has reached out to Sa Sa for more information.

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