dmTECH Revolutionizes Customer Engagement with Advanced Data Solutions

Germany's retail environment is rapidly evolving, notably marked by the digital transformation led by dmTECH, the tech branch of dm, the leading drugstore in the country. As they navigate this revolution, the company recognized the pressing need to revamp its marketing infrastructure to enhance customer engagement and meet the increasing demand for personalized experiences.

To achieve these ambitions, dmTECH has teamed up with two powerful partners: SAS and Snowflake. This collaboration aims to significantly modernize its customer interaction strategy. At the heart of this transformation is SAS 360 Direct, a module from SAS Customer Intelligence 360, which operates effectively within the Snowflake AI Data Cloud. This unprecedented integration is pivotal for dmTECH to achieve maximum scalability and flexibility, enabling the swift execution of numerous marketing campaigns at any given moment.

One of the standout advantages of using SAS and Snowflake is the substantial reduction in operational workload. By automating various processes, dmTECH has seen its monthly technical efforts plummet from between 5-10 hours to just about an hour. This drastic efficiency enhancement allows the company to laser-focus its resources on innovative marketing strategies rather than being bogged down by technical challenges. Moreover, the introduction of a future-ready data model empowers dmTECH to target customers more accurately within existing marketing initiatives.

Innovations and the Parent Program

A key aspect of dm's strategy revolves around their innovative glückskind program (internationally recognized as babybonus), designed to provide support for parents from pregnancy until their child reaches 12 years of age. The program offers a vast array of benefits, which includes parenting advice, promotional giveaways, app-based coupons, and opportunities for product testing. Initially, a significant hurdle for dm was the correct segmentation of customers based on their life stages, especially during pregnancy—a critical and dynamic period. The adoption of SAS 360 Direct has transformed this process. For instance, as soon as a customer enters a specific stage of pregnancy, she is seamlessly transitioned to an appropriate segment, ensuring that she receives relevant and timely offers.

Moreover, the success of the glückskind program isn't confined to Germany alone; dm has extended this initiative across numerous countries where they operate. The scalability afforded by this new infrastructure means that launching an additional 600 campaigns within a single night has become a routine affair. Marcel Veith, a Data Engineer at dmTECH, remarked, "dm always strives to connect with customers through tailored, personalized, and relevant offers. SAS 360 Direct has been essential in achieving this goal. Our previous data warehouse was limited in its operations, but with SAS and Snowflake, we can now execute countless campaigns around the clock—this is a significant advantage."

The Vision for Future Marketing

Lisa Loftis, Principal Product Marketing Manager at SAS Global Customer Intelligence, elaborated on the strategic significance of this collaboration: "We have meticulously designed our leading customer engagement platform, SAS Customer Intelligence 360, to help organizations like dmTECH maximize their investments in existing data frameworks. By insulating marketing technology from complexity and integration challenges, our platform enables the creation and activation of audiences and complex segmentations from any source."

The partnership between dmTECH, SAS, and Snowflake marks a notable shift in how brands can harness data and technology to elevate customer interactions. In a world where consumer expectations are at an all-time high, this reinvention of customer engagement strategies serves as a crucial blueprint for other companies seeking to remain competitive in the ever-changing retail landscape.

For those interested in exploring what SAS Customer Intelligence 360 offers and how it's facilitating improved marketing strategies for organizations like dmTECH, further information can be found at the SAS official website. This blend of technology and innovation is paving the way for a more connected, personalized future in retail where businesses can truly engage and resonate with their customers.