From fragmented stack to integrated platform: engelhorn transforms its marketing architecture

With a vision of a “closed loop” in marketing automation across all touchpoints, premium retailer engelhorn decided to radically rethink and streamline its MarTech stack. The result: The integrative BSI Customer Suite platform has become a central component of the service and marketing architecture.

The ongoing digital transformation increasingly turned the existing marketing automation solution of multichannel retailer engelhorn into a one-way street. Interactions with customers were one-sided: There was no back flow of data and insights into the data model to update customer profiles and optimize processes.

In addition, access to customer data was fragmented: Time-consuming, sometimes manual, selections from data silos delayed campaigns and made personalization difficult.

Together with the agency iundf and BSI Software, the MarTech stack was completely rebuilt. In the future, the BSI Customer Suite will not only provide the uniform data model for a complete 360° customer view, but will also take over the whole marketing automation and orchestration. To this end, the SAP Emarsys customer engagement platform was replaced.

The modules BSI Insight and BSI AI identify new cross-selling and upselling potentials based on complete real-time data and increase efficiency in all relevant marketing processes.

engelhorn not only wants to serve its customers, but also inspire them. For the premium fashion retailer, customer centricity therefore means one thing above all else: consistently advancing personalization and automation. Both are only possible when data is complete, uniform and available in real time. The BSI Customer Suite as an integrative platform has thus become a strategic enabler of the new MarTech stack – and has been a real accelerator since going live.

Since realigning its MarTech stack and introducing the BSI Customer Suite, engelhorn has already successfully set up and scaled numerous projects. In the first two weeks after going live alone, 1.5 million personalized e-mails were sent.

Some of the newly orchestrated use cases:

• Wish list: Customers can register for out-of-stock items and receive suitable alternatives as well as a back-in-stock notification as soon as the item is available again.
• Cart Abandonment: Automatic reminders and recommendations for similar items if an online order has not been completed after four hours.
• Price Drop View: Notifications about reduced-price items from previous shopping carts or wish lists.
• Low in Stock: Notifications about previously viewed items that will soon be out of stock.

engelhorn will continue to expand other projects and touchpoints. In the medium term, the premium fashion retailer will intensify its omnichannel activities – the BSI Customer Suite provides all the necessary functionalities and omnichannel AI agents for this purpose.