A customer connection is the special ingredient

Italian olive oil company Fratelli Carli uses SAS Customer Intelligence 360 to create an integrated approach to marketing

Olive oil is an important item in many kitchens. When a product is so common, it can be difficult for a company to distinguish itself from its competitors, but Fratelli Carli, a century-old Italian olive oil company, certainly has made a name for itself.

It all began in 1911 when the company opened. The owners knew from the beginning their priorities were providing a quality product and meeting the needs of customers. They ensured there was a connection with their customers by selling and delivering products directly to consumers in Italy and abroad.

While Fratelli Carli’s ultimate goal of customer satisfaction has remained unchanged throughout the past century, it has committed to using innovation to find the best customer experience. The company’s goal is to innovate its publication and communication channels to better adapt to customer needs, habits and expectations.

“Within an increasingly articulated matrix of relationships and interactions, expanding our knowledge base is the ‘must have’ to guide a more objective, conscious decision-making process based on data and information,” says Damiana De Cantellis, Sales Director of Fratelli Carli.

The key element to remaining a competitive company is understanding customers and their needs.

Innovating the customer approach

Carlo Carli, General Manager of Fratelli Carli, points out what originally attracted the company to SAS was the means of adopting a more sophisticated analysis system. With SAS, Fratelli Carli gains a marketing automation and customer intelligence platform that uses advanced analytics. This allows the company to extract useful information from massive amounts of data, which is not only useful for understanding customers, but also results in faster and more effective business decision-making processes.

The first goal was to use SAS Customer Intelligence 360 to create campaigns that can respond dynamically to meet marketing requirements. The drive toward SAS technological innovation comes from three main factors:

• Preserving the customer-centric approach of the company with a view on continuous loyalty.
• Making the integrated approach concrete and frictionless.
• Increasing the power and value of information with data-driven actions.

While Fratelli Carli focuses on long-term loyalty, this cannot be the only focus within a dynamic and global market context. Today, consumers are more demanding and expect integrated experiences without hitches and criticalities. With SAS, the company can meet those expectations.

Implementing phase two

Phase two of the project with SAS involves the introduction of even more sophisticated analysis models, based on machine learning techniques. The goal is to ensure that each customer has a personalized, unique experience regardless of which channel the customer chooses to interact with the company. Creating a consistent interaction is key to making sure its consumers stick with a product. By using advanced analytics, Fratelli Carli will be able to repeatedly adapt to different customers.

“More than innovation in the strict sense, I like to talk about evolution,” Carli says. “Evolution is what allows us to preserve our traditions while still proposing something new to our customers that generates value for them.”