Success Story
Implementing a future-ready marketing automation platform for a multi-brand global retailer
Our Zeta Marketing Platform expertise is enabling a multi-brand global retail company to centralise its marketing operations, increase agility, and gear up for future growth.
Industry
Retail & eCommerce
Date delivered
January 2025
Length of project
12 months
Solution provided
Personalisation at scale, Connecting customer journeys across channels, Measuring effectiveness, Managing efficient operations
Technology
Zeta Marketing Platform
The Project
Our client, a global brand house in the retail sector, needed to centralise and consolidate marketing operations across Europe, the UK and Ireland – and align with North American and Australian operations. Zeta Marketing Platform (ZMP) was the marketing automation platform chosen for the challenge. So, in partnership with our good friends at Zeta Global, we rolled out the biggest ZMP implementation outside the US to date. It’s redefining what our client is capable of and raising the bar for global brand houses.
The Challenge
Our client oversees well-known brands in fast-moving industries. Challenges that might be small gripes in other sectors were becoming serious growing pains.
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- Disjointed and disparate email marketing processes: Siloed platforms meant there was little alignment (and lots of ad-hoc).
- Heavily reliant on IT: Marketers lacked autonomy, preventing them from fulfilling their contact strategy.
- Data wasn’t up-to-date: Lengthy, manual list-building processes meant brands couldn’t respond quickly to customer needs or market dynamics.
- Inflexible platforms: There wasn’t much room to grow or innovate with tech that was built for yesterday’s marketing paradigm.
The move to ZMP is a key digital transformation project within a wider strategic vision. Removing these barriers will align the regions to that vision. Doing so will improve marketing agility, create better customer experiences, and deliver better results.
The Solution
Having worked with Zeta Global on implementations across the pond, we were hand-picked to assist with this important ZMP implementation. The project built on Zeta’s good work with the client in North America. We helped them extend the platform to 7 more countries. The UK, Ireland, Germany, Austria, Poland, and the Netherlands are centralised, with Australia aligned in a separate instance.
Everything we did as a team was designed to align globally:
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- Migrate data and use cases from legacy platforms to ZMP, including a parallel-run period to reduce friction
- Create 9+ triggered journeys to automate engagement for the client’s eCommerce brands and loyalty program
- Build out a unique data hierarchy so customer data loaded into the parent account is available in child accounts…
- …while meeting compliance standards, especially GDPR
We also helped to establish an in-house digital marketing team. They’d never done this before – and we’re proud as punch to have a Tap CXM specialist permanently on that team.
The Results
It’s still early days but we’re already seeing improvements:
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- 9+ triggered journeys are improving customer engagement.
- 100 email campaigns and 72 templates are enabling consistent customer engagement at scale and across borders.
- Reduced reliance on IT is giving marketers the agility to respond faster to customer needs and market movements.
Big-picture? ZMP will consolidate customer intelligence for thousands of stores in 6 countries and deliver repeatable best-practice processes for a globally diverse business. It’ll enable the company to scale without growing pains. It’s user-friendly, tooled for future marketing challenges, and implemented in a way that gives a global company the flexibility to do clever things.
