Case Summary
Background

Founded in 1724, Remy Martin is world recognized Fine Champagne Cognac expert. After three centuries of discovering Remy Martin Fine Champagne Coganc has built an unique feature. Remy Martin has many customers in China with exuberance product. It has fully satisfied different needs for high quality cognac from different groups of customers.

Demand
  1. Collect, analysis and recognize user data from different channels and sales system to build a WeChat centered marketing system to improve customer retention.
  2. Initiate personalized content marketing to different sub-brands customers to increase sales and customer loyalty.
  3. Improve marketing experience by identify unique users from two official accounts of Remy Martin
Challenge
  1. Implement a complete tracking strategy to target dozens of key touch points of user – most IT system integration providers are not familiar with user behavior tracking and analysis and current strategy does not support it as well.
  2. Since WeChat user data is more than 10M and the analytical dimension is complex. Most WeChat 3rd party developers can not achieve their goals
  3. In order to maintain the data sync accurate, regular and effective, all data has to be transferred to different data systems automatically which takes a high cost of redevelopment, however, the budget is limited.
Parllay Solution

Integrated with Parllay CRM, Remy Martin has achieved O2O operations –  Loyalty Program, Tasting Class and other interactive marketing activities based on its WeChat official account. Remy Martin successfully increased its KPI by consistent data analysis, continuous perfection of user profiling, user segmentation which are all part of its data driven personalized marketing strategy.