BayWa AG is the largest agricultural trader in Germany and a major international player in agricultural and renewable energy business. Founded in 1923, the tradition-steeped company with cooperative roots and headquarters in Munich has developed into a globally oriented group that offers solutions and products for customers in the energy, agricultural and construction industries. The group has around 20,000 employees worldwide and generated a turnover of 17.1 billion euros in 2019.
In stationary retail, BayWa has more than 200 sales locations in Southern Germany and Austria. Customers have appreciated the personal consulting services at these locations for decades. BayWa AG is also successfully driving forward the expansion of digital processes. This is underlined by the implementation of a new marketing automation system based on SAP Marketing Cloud.
With SAP Marketing Cloud, BayWa AG is well equipped for marketing processes of the future. The cooperation with dotSource has paid off once again as the project was not only implemented quickly, but is constantly being developed further.
Initial Situation & Objectives
Having already enjoyed success in e-commerce, BayWa AG also wanted to take the group’s marketing automation to the next level. As BayWa and dotSource had already enjoyed many years of trustful cooperation, the Munich-based group approached the Jena digital agency with the request to implement SAP Marketing Cloud and integrate it into the existing system landscape. This way, BayWa wanted to replace previously used newsletter tools, increase the number of newsletter subscribers and personalise the content.
Project Scope & Implementation
One major challenge was not to interrupt the regular newsletter dispatch. After the requirements elicitation and joint workshops, an MVP was designed and implemented according to agile project principles. An important part of the project was to provide targeted training courses for BayWa employees during the implementation stage so that the new tool could be used without any problems right away.
Thanks to smart project planning and parallel training courses, it was possible to avoid gaps in the newsletter schedule. In fact, BayWa quickly managed to increase its newsletter frequency to the desired rate. The high newsletter opening rates show a high level of acceptance. The SAP marketing automation tool is perfectly integrated into the system landscape. With this project, BayWa was not only able to optimise the customer experience, but also to strengthen customer loyalty.
Find out more about the project in our success story.