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Unilever: Boosting Loyalty Engagement by 20M+, Driving Revenue Surge of 27%
Unlocking Success: A Deep Dive into Unilever's Journey, from Enhanced Data Insights to Impressive Revenue Surge and Fraud Reduction.
ABOUT UNILEVER
Unilever is one of the largest consumer goods products in the world, whose products are household items globally. They own over 400 brands that spread across personal care, beauty, homecare, and food and beverage. They touch over 2.5B consumers daily with at least one of their products.
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INDUSTRY
FMCG
FEATURED UTOP SOLUTIONS
OCR Scanner
Data Labeling
Loyalty Marketing
Data Activation
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Explore how Utop can revolutionize your customer engagement strategy. Contact us today to embark on your journey towards enhanced customer satisfaction and sustainable business growth.
Challenge
- Fragmented Data Management: Difficulty in consolidating and standardizing data from various sources led to inefficiencies in analysis and decision-making.
- Manual Transaction Processing: Tedious manual processes for transaction verification and approval hindered operational efficiency and scalability.
- Limited Customer Insights: Inadequate customer data collection and analysis impeded the creation of targeted marketing campaigns and personalized experiences.
Unilever faced several challenges in its customer engagement and operational processes
Solution
Streamlined Bill Scanning for Accurate Data Extraction
Integrated the "QuaTangUnilever" website/mini-app, leveraging advanced OCR technology to enable customers to scan bills accurately. This facilitated precise data extraction, enhancing participation in the loyalty program and ensuring data accuracy.
Standardized Transaction Data for Seamless Operations
Developed a system to standardize and record transaction data, providing Unilever's operations team with a user-friendly portal for data comparison and approval. This ensured seamless operations and maintained data integrity.
Standardized Transaction Data for Seamless Operations
Developed a system to standardize and record transaction data, providing Unilever's operations team with a user-friendly portal for data comparison and approval. This ensured seamless operations and maintained data integrity.
Amplified Reach Through Online and Offline Strategies
Executed comprehensive online and offline-to-online promotional campaigns, incorporating gamification strategies to enhance campaign reach and effectiveness. This boosted brand visibility and fostered deeper customer engagement.
Centralized Customer Data Management for Targeted Campaigns
Gathered demographic, transactional, and behavioral data from various touchpoints, and centralized management through a Customer Data Platform (CDP). This enabled targeted retargeting campaigns, optimizing marketing efforts.
Automated Personalized Engagement for Enhanced Experience
Implemented automated one-to-one and real-time engagement through cross-channel messaging campaigns. Personalized content delivery optimized the customer experience, fostering brand loyalty and trust.
Informed Decision-Making through Advanced Analytics
Leveraged advanced analytics to derive actionable insights from collected data. These insights informed decision-making processes and optimized marketing strategies for maximum impact.
Ensured Transactional Integrity with Robust Fraud Detection
Implemented robust fraud detection mechanisms to safeguard against fraudulent activities. This ensured transactional integrity and protected the brand's reputation.
“By collecting high-quality data, Utop enables Us to tailor value propositions to each Shopper and lower our marketing operational expenses with adaptable promotions. Automation and Pre-Made Templates”
- Nguyen Bao Tri | Country Head of IT - Unilever Vietnam
Results
- 20+ Brands Engaged: Over 20 brands actively participated in marketing campaigns, amplifying brand visibility and engagement.
- 5M+ Customer Demographic Data: Unilever amassed invaluable demographic data from over 5 million customers, enriching its understanding of consumer preferences and behavior.
- 20M+ Transaction Data Records: The OCR Scanner system recorded over 20 million purchase transactions, enhancing data accuracy and enabling targeted marketing efforts.
- 30M+ Gift Redemptions: Through loyalty and promotional campaigns, Unilever witnessed over 30 million customer gift redemptions, driving brand loyalty and repeat purchases.
- 95% Data Extraction Accuracy: The accuracy of data extracted from purchase receipts reached an impressive 95%, ensuring reliable insights for strategic decision-making.
- 27% Revenue Increase: Cross-selling and up-selling activities contributed to a substantial 27% boost in revenue, showcasing the effectiveness of targeted marketing strategies.
- 30% Reduction in Fraudulent Activities: Vigilant fraud detection measures led to a significant 30% decrease in gift/prize misappropriation, safeguarding campaign integrity and resources.
- 70% Cost Savings: Efficient campaign planning and execution resulted in a remarkable 70% reduction in marketing campaign costs, optimizing resource allocation and maximizing ROI.
- 20+ Brands Engaged: Over 20 brands actively participated in marketing campaigns, amplifying brand visibility and engagement.
After over 3 years of collaboration with Utop, Unilever achieved remarkable milestones
These achievements underscore Utop's unwavering commitment to driving tangible results and facilitating Unilever's journey towards sustained growth and success.
Key Takeaways
- Prioritize Customer Data Integration: Centralizing customer data is pivotal for crafting personalized experiences and maximizing engagement.
- Prioritize Customer Data Integration: Centralizing customer data is pivotal for crafting personalized experiences and maximizing engagement.
- Continuous Optimization: Regularly analyze customer data and refine engagement strategies to adapt to evolving preferences and market dynamics.
Summarized Lessons Learned
Why Choose Utop?
No coding
Best simplify the work of a programming team. Fewer steps to build marketing campaigns with available templates.
Mini CDP Platform
Integrating with a CDP platform allows for the creation of personalized 1-1 lead nurturing and multichannel interaction in real-time.
Personalized engagement
Interact with shoppers in real-time, shaping their actions through tailored engagement based on individual behavior.
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