Fratelli Carli adds more flavor to marketing campaigns with SAS

CUSTOMER STORY
Fratelli Carli adds more flavor to
marketing campaigns with SAS
Campaign Management
®
The Fratelli Carli Family
■ Industry
Retail
■ Business Issue
Needed to automate more than
60 annual, multichannel marketing campaigns and manage sales
operation data with integrated
tools.
■ Solution
SAS® Campaign Management
■ Benefits
•Automated data collection and
reconciliation.
•Improved cross- and up-sell
effectiveness.
•Increased efficiency and
decreased costs.
•Accurate segmentation.
•Multichannel campaign
management.
•Real-time, event-triggered
marketing.
In 1911 Giovanni Carli created the
Fratelli Carli company in Italy, basing the
business on an exceptional olive oil
product and operating standards of the
highest integrity. Its system of direct
marketing to families was a success and
business expanded rapidly, achieving
widespread distinction for exceptional
quality. Understanding the need to
maintain constant relationships with its
clients throughout its history, the Fratelli
Carli company was born with marketing
in its DNA.
Today, the Imperia-based, family-owned
company is one of the most well-known
and prestigious names in the olive oil
market. Fratelli Carli uses SAS
Campaign Management to market to its
1 million clients, who regularly buy its
olive oil products, condiments, olives
and wines, as well as natural cosmetics
products from its Mediterranea brand.
“For a company like ours, which has
always based its sales strategy on direct
contact, being able to carry out the most
focused campaigns as possible is
essential,” explains Carlo Carli, Food
Division Director, Fratelli Carli. “We have a
million clients who make purchases
regularly, and twice as much data in our
database on customers who have been
in contact with the world of Carli at least
once. Over the last three to four years,
we have been applying a lifecycle logic to
this portfolio, using programs developed
internally to create segmented processes
based on a client’s level of loyalty. Lately,
however, there has been a need to make
an additional leap in quality, and for this
we have chosen SAS.”
In particular, Fratelli Carli needed to
automate its marketing campaigns. Until
now, the information collected through
campaigns was manually processed
by the marketing department, using
inefficient CRM tools. Furthermore,
due to the multichannel nature of sales,
reconciling data from different sources
was a complex process and completely
separate from the campaign management environment.
SAS Campaign Management provides
the foundation for a complete system to
manage all of the information and events
linked to sales operations, and improve
effectiveness and efficiency while
decreasing costs. According to Carli,
data analysis and processing are
fundamental to structuring focused
campaigns.
“The proprietary system we used until
now was rigid, which didn’t reconcile
very well with our policy of increasing
accuracy in segmenting the client portfolio,” says Carli. “With SAS Campaign
Management, we expect to increase
flexibility and obtain knowledge from the
data to support company decisions - it
goes beyond traditional business intelligence reporting. With SAS, we know
a client’s lifecycle position at all times,
ensuring that they will receive only the
“With SAS Campaign Management, we expect to increase flexibility and obtain knowledge from the data to
support company decisions - it goes beyond traditional business intelligence reporting. With SAS, we will
know a client’s lifecycle position at all times, ensuring that they will receive only the promotional campaigns
that are most suitable to them.”
Carlo Carli, Food Division Director
promotional campaigns that are most
suitable to them.”
The SAS solution allows for the design,
simulation and execution of multichannel campaigns - direct mail, e-mail,
telephone, text, etc. - as well as
monitoring their execution and validity in
real time. In addition, the company can
run event-driven campaigns, which are
triggered when a customer takes a
certain action or a pre-set date relevant
to the client arrives. Carli says this
approach helps to instill customer
loyalty, provides opportunities to
cross- and up-sell products and
maximizes the value of the relationship.
clients; retained clients; and clients who
are at risk of leaving. For each of these
categories, 15 multichannel campaigns
are executed annually, including
dedicated online marketing activities,
which drive 15 percent of the company’s business.
“Until now, client profiling was performed by our people based on their
experience,” Carli concludes. “With the
new framework we expect substantial
benefits from SAS, not only in client
profiling, but also for cross- and
up-selling promotions for our various
food and cosmetic products.”
Today, segmentation is performed for
each product family based on four
macrocategories: new clients; loyal
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