Company adopted Microsoft Dynamics 365, Azure, Power Platform and Microsoft Customer Insights to keep up with changing customer habits
Campari Group has a long tradition of innovation and is investing even more to grow in its digital journey, preparing to face the challenges of increasing its portfolio of brands, resisting all market fluctuations and keeping up with consumer habits.
The company implemented Microsoft tools, such as Microsoft Dynamics 365 and Microsoft Customer Insights, which helped them to promote a corporate culture focused on agility, consistency, innovation, with decisions supported by data and that generate trust in customers and partners.
“We want to promote an experience that goes beyond taste and flavor. The moments we build with consumers – whether at home, in restaurants and bars, or virtually – are moments that make people connect with our brands. Doing this on a global scale in a balanced way, while learning from the company's growth,” says Chad Niemuth, Global Vice President of Information Technologies at Campari Group.
In the last 20 years, the Campari Group has doubled in size, surpassing the 2 billion dollar mark of revenue in the year 2021, becoming the sixth largest supplier of premium alcoholic beverages, there are more than 50 in its portfolio, in addition to more than 4000 employees. The company is a leader in the beverage industry in 22 different geographic regions.
Just as every bartender discovers their customers' preferences before serving a cocktail, Campari wants to discover their customers' preferences to provide moments of pleasure and connection with every interaction with their brands.
“We want to make consumers' experiences with our drinks a unique moment with the help of technology, making the consumers' journey as exciting as the drinks they just had” explains Chad Niemuth, Global Vice President of Information Technologies at Campari Group .
For this, the company adopted Microsoft Dynamics 365 Marketing for CRM, Microsoft Dynamics 365 Customer Insights as its Customer Data Platform (CDP), Azure to increase the capacity of its database and Power Platform to create front-end applications. and backend.
Martina Navarra, Global CRM Manager at Campari Group, adds: “Undeveloped regions or with limited budgets can activate a campaign with little or no investment, or leveraging those that are planned globally.”
Campari Group's marketing team is increasing the depth, breadth, quality and value of its consumer database, cultivating more valuable and lasting consumer relationships. Earlier this year, the Global Marketing Capabilities & IT team doubled the number of employees to create data-centric solutions.
“Our company sees what data can do in terms of activation, insights and personalization,” shares Liam Barnes, Global IT Director of Marketing Technologies at Campari Group. “We have a lot of incentives and great investment. If a client wants to manage an event signed by Campari Group, we are able to enable and provide the best tools for promoting events, whether virtual or in person, with application technology.”
During events promoted by the brand, “Camparistas” talk to visitors to understand consumer preferences, often obtaining more detailed and exclusive data. With tablets equipped with an app built with Power Apps, they collect data as events happen. Depending on consumer responses, Customer Insights already generates custom solutions and scripts.
Navarra says, “The platform's ability to be flexible and at the same time customizable to allow you to add sections and categories helps a lot, making it easier to identify targets and create custom solutions.”
Celebrating a cultural revolution
“We created a big shift in company culture by showing what data can do,” shares Barnes. “We are not only managing the platform to meet the needs of countries and our brands, we are accelerating the visibility of consumer perception and business intelligence”, highlights Niemuth. “The hard work pays off, we are starting to experience measurable results with the Microsoft Platform. We can see the impact of more personalized campaigns and journeys in real time, powered by more informed customer profiles in Customer Insights. This has led to higher engagement scores.”
Campari Group is using Power BI to fill in visualization gaps, to drive information capture and, in turn, to use additional data insights to inform campaign strategies. The company believes it will be able to take greater risks and learn effective strategies quickly, giving brands a faster way to win the market.
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