Breaking the FMCG Cycle – How Krombacher creates sustainable customer relationships with personalized CX (GER)
Manuel Toenz, Digital Experience Advisor, Bloomreach & Sven Markschläger, CDO, Krombacher Gruppe
Due to the supply chain, it is problematic for FMCG companies to build relevant relationships with their end customers. To meet this challenge, Krombacher has decided to focus on building direct marketing channels with the help of a customer data platform. In their session, Sven Markschläger, CDO of the Krombacher Group, and Manuel Tönz, Digital Experience Advisor at Bloomreach, will present various cases and learnings that demonstrate how Krombacher’s marketing approach has changed compared to “classic” FMCG marketing. For example, they report on how interest-based targeting of communication or agile planning and control of campaigns can succeed.