Customized SAP Marketing Cloud

Communications with customers is a key aspect of New Pig‘s marketing mission. Keeping customers up to date on products, best practices, and industry and regulatory changes leads to enhanced sales opportunities and long-term customer retention. With over 2 million emails sent per month, effective campaign management is crucial. Manually changing email preferences is both expensive and error-prone, as well as a potential point of customer friction. New Pig needed a solution to increase email conversions by expanding the OOB capabilities of SAP Marketing Cloud.

New Pig partnered with Arvato Systems to add functionality and fill the gaps in personalization, segmentation, customer preferences, and marketing campaign management in its existing SAP Marketing Cloud solution. The goal was to reduce undeliverable emails and enable self-management of customer communication preferences. In addition, the focus was on increasing the conversation rate online for repeat orders and orders for related products through increased personalization and targeted recommendations.

Arvato Systems created the Preference Center application to enhance the personalization options available in SAP Marketing Cloud. New Pig customers can manage their contact preferences using the Preference Center, indicating what newsletters and other emails they would prefer to see. This information is persisted in a DynamoDB database and is a serverless application (using AWS API Gateway and Lambda) that increases New Pig‘s ability to target their customer campaigns beyond what is available OOB (out of the box) in SAP Marketing Cloud.