A fresh, customer-focused direction for their CRM strategy.
Bever asked us to analyze their long-term marketing vision, identify opportunities, and provide clear and substantiated advice. During that process, we saw that email was a major channel, but one that was underutilized. The existing journeys were fragmented, overlapped, and lacked direction. We brought everything back to the essence: a customer journey that feels logical, adds value, and connects with what someone does, searches for, or buys.
Little structure and no customer-oriented approach
The existing email slotting didn't feel logical. Various contact moments were too close together or at awkward points in the customer journey. This made it unclear what role each email played and how flows were connected. Internally, optimization took a lot of time and manual work, and timings didn't match actual user behavior, such as product reviews being sent too early. At the same time, Bever noticed Bever purchase frequency was lagging behind, while growth from existing customers was a priority.
Personal, logical, and built on data
We selected three pillars that form the basis for all new journeys.
Building within the Adobe environment
Bever with Adobe Campaign and Adobe Audience Manager. Our role was strategic: we contributed ideas about data mapping, events, and segmentation, but the technical implementation was carried out by Bever's own team.
We started with an intensive kick-off in which we mapped out all existing CRM flows, data, and use cases. Based on that analysis, we worked step by step toward a complete CRM framework that will provide direction for the next two to three years. Halfway through, we tested a first version with the Bever and jointly determined which flows we needed to explore further and which choices should be prioritized.
The result was a concrete and future-proof foundation that now serves as a compass for their CRM approach. The core of that foundation consists of:
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Visibility that truly motivates people to take action
The new strategy provides Bever with clear and consistent structure in their CRM landscape.
All decisions are supported by data. This allows the team to prioritize more effectively and continue building with greater confidence.
The new setup enables a higher degree of personalization, resulting in emails that are better aligned with customer behavior.
If you would like to discuss ideas, I would be interested in talking to you. We have completed many projects. It would be great to share our experiences and find out what we can do for you!
Call 010-752 39 41, or fill in the form below and we will contact you.
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