Case Study: Wella Company achieves higher customer engagement with SAP Emarsys Customer Engagement

Enhancing customer engagement at Wella using SAP Emarsys Customer Engagement

Wella Company, a global beauty and cosmetics leader, needed a more flexible martech platform to replace SAP Marketing Cloud and support real-time, 1:1 customer engagement across regions and channels. Its challenge was fragmented customer data, limited personalization, slow abandoned-cart triggers, and weak segmentation across lifecycle, behavior, and purchase data.

SAP implemented SAP Emarsys Customer Engagement with SAP Integration Suite to unify contact, product, sales, and web-behavior data into a single platform. The solution enabled real-time triggers, dynamic segmentation, and personalized campaigns, helping Wella improve engagement by 36%, increase new opt-ins by 6% month over month, and raise conversion rates by 17%, while simplifying IT architecture and boosting team productivity.

Wella Company

Kim Araneta

Global Digital Experience Director