[ CASE STUDY ] How Carmila is turning insight to action with cross-channel messaging
Guest Post: Cheetah Digital – Carmila is one of Europe’s largest shopping centre companies with a portfolio of 215 locations serving the essential purpose of connecting retailers with customers.
Boasting a mix of sweeping complexes comprising hundreds of stores, restaurants and movie theatres, to boutique arcades with fewer than 20 outlets, each Carmila shopping centre is tailored to the people that live in it’s locale.
These are not merely bricks-and-mortar structures, Carmila has a strategy rooted in combining the physical with the digital, blending opportunities to unite with footfall by connecting with them on all manner of digital channels, through points-of-sale, entertainment terminals, email, SMS and Wi-Fi.
We sat down with Paul Guillon, Digital Marketing Manager and Quentin Jonas, Customer, Digital and Innovation Director at Carmila to get the inside story on how the organization is harmonizing customer data gathered from numerous sources and putting it to work through cross-channel messaging to build more meaningful relationships with its customers.
“Carmila itself is not a brand, it’s not known to people.” This creates quite the headache for its marketing department – tasked with making that all-important connection between the organization and customer.
Furthermore, whilst Carmila has a head office and central database, with its promise of “proximity being at the heart of all the actions we take” it also has independent teams at each of its 215 locations tasked with solely supporting the customers in their particular catchment area. That’s a lot of data, a lot of disparate marketing campaigns, a lot of channels, and a lot of sub-organizations.
To truly deliver the retail experiences shoppers expect today, marketing teams need both insight and action.
That requires a single, accessible view of customer data, wherever it’s collected from, that identifies them and matches them with their shopping behaviors, backed-up by a cross-channel messaging solution to deliver contextually relevant communications on the right channel, at the right time.