INDUSTRY WATCH
WE WANTED TO IMPROVE THE WAY WE MANAGE OUR CUSTOMER COMMUNICATION AND BECOME MORE EFFICIENT , PROFESSIONAL AND RELIABLE IN OUR MARKETING ENGAGEMENTS .
South Africa-based Massbuild ,
a home improvement , DIY and building materials retailer is rising to the challenge on how it can continue to engage with customers even when the country ’ s economy is under pressure due to the COVID-19 pandemic .
Retail companies face pressure from a constrained economy and a customer base that demands relevant , personal and engaging marketing communications at every step of the buyer ’ s journey .
For Massbuild , meeting these customer hurdles has meant a transformation on how the business connects with clients at scale using the latest SAP technologies .
As a subsidiary of the Massmart Group , Massbuild operates four complementary brands : Builders Warehouse , Builders Superstore , Builders Trade Depot and Builders Express .
To date , the company employs more than 8,000 people and has an annual turnover of US $ 820 million .
Wanting to stay relevant and continue to serve customers even in these difficult times , Massbuild has selected SAP Marketing Cloud to enable its marketing team of five users to reach and engage up to 224,000 customers per day via measurable , trackable email campaigns .
Consequently , stated Massbuild , a strong business case for the project was developed upfront to ensure maximum return on investment . Buy-in was secured from key stakeholders , and a project sponsor drove the process from an executive management team to all levels of the organisation .
The company said the project team ’ s change management process and strong link to business value ensured that end-users recognised the value the project would bring . In addition , the team also utilised simple engagement and communication channels , such as demos and show-and-tell sessions , to engage important internal stakeholders ahead of the implementation .
“ We wanted to improve the way we manage our customer communication and become more efficient , professional and reliable in our marketing engagements ,” said Massbuild spokesperson . “ In light of regulatory requirements , we also wanted to make sure we were compliant with the Protection of Personal Information Act ( POPIA ) by accurately tracking marketing permissions , especially the opt-out functionality that is required by law .”
According to the retail group , organisational readiness was a key priority and the company conducted stress-testing weeks prior to the go-live www . intelligentcio . com INTELLIGENTCIO
65