DPSP Group increases campaign volume by 66% with Oracle Responsys
The Brazilian drug store chain increases email open rates and reduces manual operational tasks with Oracle Responsys Campaign Management.
Brazil | Retail
“We chose Oracle Responsys because it is a solution that allows the creation of complete journeys and communication strategies with our customers, as well as for offering automation to processes that previously had to be done manually.”
Business challenges
Drogarias Pacheco e São Paulo Group (DPSP) is a national drugstore retail chain operating more than 1,400 stores and 6 distribution centers across 9 states and the Federal District in Brazil.
Following a surge in sales during the pandemic, DPSP realized that it needed to improve its customer relationship management (CRM) strategy to better understand the entire customer journey and enhance customer communications. The goal was to find a tool that not only could automate communication via SMS, push, or email, but also provide data processing capacity, speed, and feature updates. The company also wanted the platform to include a user-friendly dashboard that could be used by the DPSP team without difficulty.
Why DPSP chose Oracle
DPSP Group chose Oracle Responsys Campaign Management to unify communications. The tool was chosen for its ability to facilitate complete customer journeys and communication strategies, as well as for its ability to automate previously manual processes.
Additionally, Oracle Responsys would allow for better visualization of the entire database contained in DPSP's customer journey, which facilitates decision-making for creating communication campaigns with the group's customers.
Results
Using Oracle Responsys, DPSP Group saw a 66% increase in campaign creation and a higher email open rate, which now ranges between 12% and 15% of the company’s massive user base. Oracle Responsys also helped the CRM team carry out hyper-personalized campaigns with segmented actions for registered customers, serving them different products based on their buying habits.
This greater effectiveness in launching campaigns generated by Oracle Responsys impacted DPSP’s revenue. When comparing Black Friday in 2021 with that of 2022, the conversion rate of email marketing campaigns increased by 3.5%. This means that this channel accounted for a share of almost 8% in ecommerce revenue in the period.
Oracle Responsys also allowed DPSP Group's CRM team to automate previously manual processes involving campaign creation, communication strategy, and analysis, reducing manual tasks by 20%. Now, the team can focus on more strategic tasks.
Partners
The DPSP Group relied on Pmweb as a partner for the implementation of Oracle Responsys Campaign Management in its ecosystem. The design of the project began in July 2021, and by March 2022, 100% of the CRM operation was live on Oracle Responsys.
About the customer
Resulting from the merger of Drogaria Pacheco and Drogaria São Paulo, the DPSP Group is one of the largest drugstore chains in Latin America.