SAP Festival 2025: Wella Company Winning Formula Transforming B2B and B2C Engagement into Loyalty

Discover how Wella Company is transforming B2B and B2C customer engagement into lasting loyalty — and how data, personalization, and technology are making it possible at scale. ✅ Subscribe for more valuable SAP Engagement Cloud insights that you can implement to optimize your omnichannel engagement strategy. 📚 CHAPTER BREAKDOWN: 0:00 - Introduction 1:29 - Steph & Aaron Take Over 1:54 - Aaron Introduces Himself & Wella's Brands 3:01 - Shifting from Business Entities to Individuals 5:13 - Building a Single Customer View with a CDP 6:57 - Omnichannel: Email, SMS & Push Notifications 10:44 - Using Data to Refine & Personalize at Scale 12:16 - Advice for CPG Brands Starting Transformation 13:24 - Three Ways AI Will Drive Loyalty at Wella 16:20 - Connecting Marketing & Commerce 17:36 - Wrap-Up & Key Takeaways 19:05 - Q&A: Overcoming Transformation Hurdles 21:28 - Q&A: Vision for the Next 3–5 Years ⭐ ABOUT THIS VIDEO: In this session from the SAP Loyalty Masterclass, Aaron Bradley, Global VP of Experience, Technology and GTM Innovation at Wella Company, joins SAP Emarsys Product Marketer Steph Dymott to share how one of the world's most iconic beauty companies is reimagining customer engagement across both B2B and B2C. With a portfolio spanning Wella Professionals, GHD, OPI, Clairol, and more, Wella has spent the last five years on a bold digital transformation — shifting from business entities to individuals, building a unified customer view, and leveraging AI to deliver hyper-personalized experiences at scale. From omnichannel engagement across email, SMS, and push, to connecting marketing and commerce, this session is packed with real-world insight for any brand navigating loyalty in the modern era. 📹 WATCH MORE MARKETING CONTENT:    / emarsys   🔍 ABOUT SAP ENGAGEMENT CLOUD: SAP Engagement Cloud (formerly SAP Emarsys) helps organizations power unique engagement by connecting real-time customer insights with the operational signals that run the business. As part of the SAP Customer Experience (CX) portfolio, Engagement Cloud enables personalized, AI-driven interactions across every channel — turning moments like orders, service events, and loyalty milestones into timely, relevant experiences that build trust, strengthen relationships, and drive growth. Website → https://emarsys.com/#sapengagementcloud #sapengagementcloud #emarsys #customerengagement #AI #loyaltymarketing #omnichannelmarketing 👉 GET A DEMO: https://emarsys.com/demo/