Prénatal chooses Mapp to monitor, personalize, and optimize its multi-channel customer journey

Prénatal, based in Cogliate (MB), is the leading retailer at international level, specialised in providing a complete and exhaustive offer of products and services to satisfy the specific needs of the new mother and her child. The wide range of products available in store and online includes clothing and underwear, as well as juvenile and baby care products, toys, special toiletries and accessories of the best brands. Prénatal was established in 1947 and opened its first store in Italy and in Spain in 1963. It has become a real reference point for mothers throughout the world, with a total of 1.170 employees, 266 stores (including 70 megastores over 1.000 sq. metres) in 16 Countries, of which the most important in Italy, Spain, Portugal, Greece, and a unique online proposal in its kind.

Centralizing data and a single view of the customer are our priorities for improving day-to-day marketing activities. We chose Mapp Marketing Cloud because it allows us to achieve our customer engagement and revenue goals quickly and easily, optimizing the way we communicate with our customers on different digital touchpoints and thus strengthening their bond with our brand.

Marco Massara

Chief Digital Officer & CRM Director

Centralizing data & a single view of customers were priorities for Prénatal

The decision to use Mapp Marketing Cloud, a digital marketing suite that combines real-time customer insights and multi-channel marketing automation, was as a result of the platform’s ease of use and its completeness in terms of functionality. This is especially relevant for activating automatic, personalized marketing campaigns on multiple channels, thanks to customer insights generated by analysis of Prénatal’s own data, without depending on other suppliers. The use of first-party data will make it easy to recreate the unique customer view, i.e., the integration, visualization, and ability to use all data and events relating to customers’ browsing behavior and preferences to personalize their contact and purchase experience. The much deeper and more accurate profiling of anonymous and known users consequently leads to more contextual and relevant communication along the entire sales funnel.

Prénatal Chose Mapp Marketing Cloud for its Ease of Use & Functionalities

A big part of Prénatal’s decision to hire Mapp is the key role played by its customer support team, both in terms of solving problems and advising on best practice for implementing and executing an effective digital marketing strategy. This expertise is seen as an important corporate asset that Mapp transfers to Prénatal, enabling the client to behave autonomously when carrying out their work. Given the possibility of being more autonomous in the management of campaigns, the wide range of services offered and the high level of user-friendliness of the suite, Prénatal decided to replace its previous supplier.

“We are proud to count Prénatal among our customers and look forward to repaying the trust in Mapp’s technology and our team of experts. Projects to optimize the entire omnichannel customer journey are the basis for establishing a 1:1 relationship with each customer, and we are on hand to provide all the support necessary to make this happen quickly and efficiently,” Maurizio Alberti, VP of Sales at Mapp