Pirelli is the fifth largest tire manufacturer in the world with a presence in 160+ countries. Pirelli generates a whopping (€) 6B+ in revenue annually with 19 manufacturing sites and a network of around 10,000 distributors and resellers. With such a world-renowned brand image, Pirelli needed that impactful brand image translated through their mobile efforts. Therefore, they turned to MobileBridge to help them refine customer data, nurture customers as well as reinforce their brand image through the most important medium today, mobile.
Pirelli’s Goals and Challenges
Challenge #1: Capturing & Managing Actionable Data
As the first challenge, Pirelli needed to capture and manage customer data, including mobile, into one place. The Pirelli team’s goal was to integrate their POS and CRM system into their mobile channel. Therefore, Pirelli deployed the MobileBridge framework and integrators in order to synchronize the POS and CRM customer data into the MobileBridge cloud. After the integration, marketers had a goal to manage customer data better as a whole. Through the enabled integrations, they accomplished this goal by accessing CRM and transactional history from their POS system in the MobileBridge Composer. Additionally, they integrated with online marketing customer data including email, social and customer feedback. And finally, they could manage on-going mobile app usage, in-app mobile engagement data like push messages viewed, coupons redeemed, screen/content viewed or beacon dwell time and footfall traffic inside auto shows.
Challenge #2: Creating Highly Contextualized and Intelligently Segmented Mobile Campaigns
The next challenge was applying customer data into segmented, hyper-focused and contextualized mobile campaigns. Pirelli’s team had a goal to better target and engage their customers. Therefore, they took control of the mobile customer journey through a powerful tool we call at MobileBridge, contextualized workflows. The workflows empowered Pirelli to design mobile journeys for end-users or resellers who visited Pirelli shops (supported by beacon proximity technology). Likewise, Pirelli leveraged MobileBridge assets including offers for storing and activating in the app wallet, surveys, polls and rich messages about promotions. Pirelli had the freedom to upload their own branded materials and design with easy, ready-made mobile asset templates. As a result, user engagement rates spiked due to the high-quality, native rich assets sent to customers with contextualized personalization.
#3 Challenge: Gain More Customer Insight and App Performance
Overall, it wouldn’t be a success if Pirelli couldn’t measure all the work they’d done with their mobile campaigning and workflows. Therefore, Pirelli had a goal to gain better customer insight from their campaigning. With MobileBridge Analytics, marketers analyzed in-app activities like screen views, time spent, sessions, to demographics like profile information, persona type, location data, and mobile asset performance. Through visualized data in graphs, charts and different methods to display and measure, the Pirelli team could evaluate the end-users’ and resellers’ app behavior. Were they engaged? Retained or returning to the app or stores? Did they spend more time in a particular store? What was gained from the customer feedback and surveys?
Pirelli adopted the MobileBridge platform in order to reach, better nurture and understand their customers. As a result of the synchronization of the CRM and POS, Pirelli could manage customer data to/from the mobile channel. Following the installation of beacons, marketers could segment and better target customers and resellers inside stores. And due to the creation of high-impacting, branded promotions, surveys and rich messages about promotions, Pirelli could increase customer engagement. Also, they drove conversion overall into shops or inside the app, plus reinforce brand image. Lastly, Pirelli profited from a constant influx of real-time data from the MobileBridge Analytics and therefore could formulate better customer insights.