Juan Luis Juarez Perez, MarTech & Advanced Analytics Manager at Essity's Consumer Goods Americas Unit, explains how the company is leveraging the power of real-time customer data to drive record-breaking revenue growth.
The Need for Speed: Empowering Teams with Real-Time Data
Essity's Consumer Goods Americas Unit knew they had to act fast. With a rapidly evolving market and ambitious annual revenue targets, they needed a way to scale personalized customer engagement across channels. Their goal was clear: empower customer-facing teams with access to unified, real-time customer data to create more relevant and impactful campaigns, maximize customer interactions, and boost sales.
“We knew we needed to deliver more personalized, data-driven experiences for our customers if we wanted to stay ahead of the competition,” said Perez. BlueConic was the key to making that vision a reality.”
Unlocking New Levels of Engagement and Personalization
With the BlueConic CDP in place, Essity's Consumer Goods Americas Unit quickly transformed their approach to customer engagement. By accessing unified customer data and activating it in real time, the team was able to:
Launch Targeted, Data-Driven Campaigns: The company was able to customize messaging and offers to specific audience segments and instantly activate them in both paid media and email — significantly increasing the relevance of their campaigns and boosting conversions. As Perez noted, “BlueConic gave us the ability to understand our customers on a deeper level and create more meaningful connections with them.”
Optimize Campaigns in Real Time: With actionable insights into customer behaviors at their fingertips, the team was able to adjust campaigns on the fly to meet shifting changing market conditions and evolving customer needs.
Enhance Customer Journeys: With BlueConic, Essity was able to create more engaging, personalized customer journeys, leading to higher retention rates and repeat purchases. “The impact on our campaign performance was immediate and undeniable,” said Perez.
Record-Breaking Results in Less Time
Essity’s investment in BlueConic paid off in both immediate revenue and long-term sales trajectory. By implementing BlueConic-driven use cases, Essity's Consumer Goods Americas Unit:
Surpassed Annual Sales Goal in Just 9 Months: The company exceeded their annual sales goal in nine months, a full three months ahead of schedule — a testament to the CDP’s capacity for rapid revenue impact.
Achieved Rapid Revenue Growth: In just four months, Essity generated over 40% of their annual revenue goal through CDP-driven use cases and setting a new pace for the remainder of the year.
Capitalized on Black Friday Success: With Black Friday promotions starting earlier than usual this year, Essity’s Consumer Goods Americas Unit has already achieved a record-breaking revenue increase, outpacing expectations by four months. Their Black Friday-related use cases alone contributing significantly to the rapid growth.
As Perez put it, “Exceeding our sales target months ahead of schedule was a game-changer for us. BlueConic has given us the tools to scale our marketing efforts in ways we couldn’t have imagined before.”
Setting a New Standard for Success and ROI
Essity’s experience with BlueConic is a powerful testament to how data-driven customer engagement can drive significant business outcomes. Not only did they exceed their sales targets ahead of schedule, but they also set a new benchmark for ROI within the company. With BlueConic, Essity’s Consumer Goods Americas Unit has been able to transform customer insights into measurable revenue growth, helping them achieve smarter, faster, and more scalable success.
Perez concluded, “BlueConic has been integral in helping us meet and exceed our goals. It’s not just about achieving targets—it’s about creating lasting impact with our customers.”