Ferrara, a century-old leader in the sweet snacking industry, is known for delighting consumers with iconic brands like SweeTARTS, Nerds, Trolli, and Brach’s. As part of its strategy to deepen customer relationships and create personalised, omnichannel experiences, Ferrara modernised its tech stack by investing in SAP solutions.
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SAPSAP Emarsys dives into transformation case of Ferrara, a century-old leader in the sweet snacking industry, known for delighting consumers with iconic brands like SweeTARTS, Nerds, Trolli, and Brach’s. As part of its strategy to deepen customer relationships and create personalized, omnichannel experiences, Ferrara modernized its tech stack by investing in SAP solutions.
Faced with outdated legacy systems that limited personalization, Ferrara adopted SAP Customer Identity Access Management (CIAM), SAP Customer Data Platform, and SAP Emarsys. These tools enabled the company to securely onboard customer data, build unified profiles, and deliver targeted, hyperpersonalized marketing experiences.
The results have been impressive:
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59% increase in contactable customers
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10–20% higher e-mail open rates than the industry average
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Improved campaign performance through A/B testing and data-driven personalization
By integrating consumer, retail, and supply chain insights using SAP HANA and SAP Analytics, Ferrara now operates at “Ferrara Fast” speeds — accelerating decision-making and campaign effectiveness.
Looking ahead, Ferrara plans to leverage progressive profiling and expand data enrichment from various sources to build deeper, insight-driven connections with its fans.
Source: SAP Emarsys
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