A seamless marketing experience for a connected world
woom develops ultra-lightweight, ergonomic children’s bikes that combine riding fun, safety, and thoughtful design. As an internationally operating company with a continuously growing community, woom relies on digital innovations to optimally reach customers worldwide. In today’s increasingly digitalized retail landscape, effective and consistent marketing automation is an essential part of successful digital strategies. Companies operate globally, address diverse target audiences, and use a wide range of communication channels. To meet these demands, the existing solution was replaced within this project by SAP Emarsys as a central platform — with the goal of creating a global, unified system that can be flexibly tailored to woom’s individual business needs. The challenge was to bring together a wide range of stakeholder requirements within a short project timeframe. Thanks to a clear roadmap, defined decision-making processes, and precise briefings, the transformation was implemented efficiently.
A flexible solution for maximum personalization
Previously, different marketing automation solutions were in use. We created a holistic solution that unites all processes within a single central platform — featuring a highly flexible middleware integration from Shopify to SAP Emarsys, enabling seamless connection of all business-critical processes. Through deep system integration, targeted segmentation and highly personalized customer engagement can be achieved. This scalable approach also makes it easy to integrate future requirements without difficulty.
Harmony within a heterogeneous system landscape
The migration to SAP Emarsys included the implementation and integration of all necessary tools and systems supporting woom’s business processes. In addition to various communication channels such as social media, email, and SMS, essential third-party tools were also integrated — including Google Forms, Friendbuy, Shopify, Channable, and Gleam. Replacing the previous systems — including Klaviyo and HubSpot — required close coordination between the involved teams to ensure a smooth transition. The new platform is not only a replacement for the former systems, but also a strategic foundation for future marketing innovations. With SAP Emarsys, woom now has a powerful tool that ensures efficient, scalable, and data-driven communication in the long term.
A sustainable step toward data-driven automation
The definition and implementation of global use cases formed an important foundation for automating and personalizing customer engagement. From newsletter sign-ups and welcome journeys to retargeting measures for abandoned carts, all relevant scenarios were taken into account. Specific programs such as the woom Riders Club — featuring personalized birthday and welcome messages — as well as the automated capture of bike registrations were also successfully integrated into the system. These use cases play a key role in ensuring that customers can be addressed in an individual and highly relevant way.
To make the platform sustainably usable, comprehensive enablement was carried out for the involved teams. This ensured that future campaigns can be managed and further developed independently. The technical foundation was also designed so that future requirements can be implemented smoothly without affecting the existing architecture.
Efficient marketing automation on a global scale
At the end of the project, a fully implemented Emarsys solution was delivered. This not only introduced a powerful marketing automation platform, but also established a technological foundation that gives woom room for long-term growth. By implementing various use cases and rolling out marketing automation across multiple channels, the company was able to increase the efficiency of its marketing efforts while also building deeper, more personalized customer relationships.
Through the optimized integration with Shopify and the ability to perform precise segmentation, personalized campaigns can be delivered efficiently and adapted flexibly to changing market conditions. The new platform combines global consistency with maximum customization, forming the foundation for successful, data-driven customer communication.
