Nestle selects Unica for interactive marketing

Nestle France has selected marketing software provider Unica and Sogec Marketing to manage the food company's multi-channel marketing initiatives.

Due to the proliferation of potential marketing channels, Nestle France's customer relationship management and marketing departments felt it necessary to evaluate campaign management solutions and ultimately selected Unica to help it execute interactive marketing programmes.

Nestle selected its long-time partner Sogec (which already supported the company on the 'Croquons la vie - Let's take a bite out of life' programme) and Unica for its interactive marketing expertise.

Sogec, a database management specialist, and is responsible for hosting, updating, populating and segmenting the Nestle France consumer database.

In production for several months now, Nestle France is managing its multi-channel marketing campaigns using Unica Campaign, allowing the company to introduce personalised communication with each current and prospective customer.

Additionally, Unica's e-mail marketing solution Unica Emessage, which enables marketers to execute personalised e-mails, SMS and other mobile communications, has been integrated into Nestle's solution to effectively respond to deliverability issues and ensure that e-mails arrive in the inbox rather than in spam folders.

The company's goal was to plan, decision and execute relevant and personalised marketing messages using a marketing solution that can span channels.

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