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With more than 1,500 stores in four countries, an e-commerce trade, and a number of unique brands, Salling Group has a vast amount of customers — and in turn, a vast amount of customer data. But one thing this fast-growing, 100-year-old retailer struggled with: how do you take all of those customers, all of their data and consent information, and all of your marketing ideas, and do something with it?
At Emarsys Revolution London, Jens Pytlich, Salling Group’s Digital Marketing Manager, discussed how his team led a digital transformation — identifying the right people and the right technology for the job — that allowed them to use their data to be more customer-centric and deliver truly personalized experiences for every customer.
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