Imperial Styles Its Omnichannel Marketing with Mapp and Alpenite

Imperial was founded in 1978 thanks to the remarkable intuition of the entrepreneurs Adriano Aere and Emilia Giberti. Since then, the iconic brand’s popularity has flourished and its proudly all Italian production has surged. Between its single-brand and multi-brand stores, Imperial now distributes to 1500 outlets and employs over 300 employees all over the world.

As Imperial makes its online presence known, the company wanted to develop a seamless omnichannel customer experience at every digital touchpoint. But to achieve this, they needed to understand their customers better through their data.

Data unification and a great understanding of our customers on an individual level are our priorities for the improvement of our daily marketing activities. We chose Mapp Marketing Cloud and Alpenite's consulting services as they allow us to achieve our customer engagement goals efficiently, by optimizing communication flows with our customers on the different digital touchpoints and consolidating their relationship with our Imperial, Dixie, and Please brands.

Davide Scaletta

CIO

TAKING A CUSTOMER-CENTRIC APPROACH TO BETTER UNDERSTAND EVERY CUSTOMER

Imperial wanted to learn about their customer’s unique viewpoints to form a truly comprehensive profile of each individual. They were looking for the right tools to help them plan and implement hyper-personalized marketing campaigns, according to their preferences and behaviors.

But Imperial had a fragmented view of its customers, as data was being collected from several different touchpoints, making it difficult to integrate and interpret the data itself. This limited the Digital Marketing team’s ability to go even further in trying to draw reliable predictions on their customer’s future behavior, which could be fundamental to consolidating relationships with their customers.

MAPP CLOUD & ALPENITE TEAM UP TO HELP TAILOR HYPER-PERSONALIZED STRATEGIES

Imperial has chosen Mapp Marketing Cloud as their insight-led CX platform to easily integrate their various data points and unify their data. By achieving this, Imperial can segment their data and create unified customer profiles that are enriched with real-time data collection. With a unified view, these enhanced and real-time customer insights enable them to personalize the customer journey and deliver relevant customer experiences across their digital touchpoints.

Alongside our platform, Imperial will also get support from our Customer Success team to assist them in developing a consistent dialogue with customers; by meeting them on the right channel, at just the right time, and with the most relevant content.

The collaboration with Alpenite was fundamental in bringing the omnichannel process and recommended roadmap to life, empowering Imperial to develop and manage successful marketing campaigns.