INDUSTRY WATCH
BY BUILDING ITS CUSTOMER EXPERIENCE STRATEGY ON THE LATEST TECHNOLOGY , MASSBUILD HAS ENABLED SMARTER DECISION-MAKING FOR ITS MARKETING TEAMS .
by uploading more than 70,000 customer records .
Massbuild also worked closely with implementation partner Consnet to ensure the team was properly skilled and provided the marketing team with access to the test environment so that they could familiarise themselves with how to navigate the solution ahead of the launch .
Considering the prevailing uncertain economic conditions , cost containment was a key focus for Massbuild . The company had a well-defined business case with a clear return on investment model and kept things simple by using standard SAP functionality to avoid costly custom development . The implementation team also focused on getting the basics in place before adding richer functionality .
Simplifying things paid off as the project was delivered within 90 days , with five users going live just ahead of Black Friday .
The company explained that the go-live date was achieved two weeks earlier than initially planned , allowing Massbuild to conduct proper segmentation of its customer databases and send out targeted campaigns ahead of the major shopping period .
With advanced tracking of campaign performance , the teams now have full visibility of how its campaigns are performing in real-time , which can inform its customer experience strategies and improve how Massbuild engages with its customers .
As part of cost containment measures and wanting to have in-house control , Massbuild also wanted to in-source campaign management functions that were previously managed by a third-party vendor . In one campaign period stretching from November 2019 to May 2020 , Massbuild sent out more than 24 million emails via SAP Marketing Cloud . With its previous third-party provider , this would have cost the group well over one million rands ( US $ 60,000 ), but in-sourcing the work and using the SAP Marketing Cloud enabled Massbuild to save nearly 90 % of that cost without reducing the quality of its customer engagements .
Cameron Beveridge , Regional Director : Southern Africa , SAP Africa , said Massbuild has rapidly elevated its customer engagement capabilities with this latest implementation .
“ By building its customer experience strategy on the latest technology , Massbuild has enabled smarter decisionmaking for its marketing teams while unlocking welcome cost-efficiencies despite difficult macro-economic conditions ,” he said .
“ With the correct technology in place to deliver intelligence to marketing teams and with the support of a capable technology partner in Consnet , Massbuild is well-placed to build on its reputation as a market-leading brand in its industry .”
Following the successful implementation of the SAP Marketing Cloud , Massbuild is planning further integrations to support the marketing team and the retail chain is currently exploring the implementation of customer insights and integrating Facebook and Google Analytics to ensure its teams have the intelligence and insight to adjust marketing activities based on real-time customer feedback .
A future product roadmap said the company , also includes the integration of mobile payment functionality through a partnership with Zapper , a mobile payment app that lets users pay with their smartphone , collect loyalty points and redeem vouchers in just one tap . •
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