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How Vorwerk Successfully Harmonizes its Marketing Processes with SAP Engagement Cloud
With the support of Syskoplan Reply, Vorwerk has implemented a centrally managed marketing platform across five countries, enabling personalized, cross-channel customer engagement, greater efficiency, and stronger sales support.
The Challenge
Complexity instead of Consistency
As an internationally successful direct sales company, Vorwerk operates in numerous European markets with strong brands such as Vorwerk, addressing a wide range of market- and customer-specific requirements. In individual countries, high-performing, locally tailored marketing processes have been established, supported by various IT systems and data structures. This evolved diversity has provided a strong foundation for customer engagement at the local level; however, it has made it more
difficult to ensure consistently data-driven management across all markets. Vorwerk therefore pursued the goal of introducing a central marketing platform that integrates all relevant communication channels, enables personalized customer engagement in each market, and is both scalable and GDPR-compliant—initially across its five core markets: Germany, France, Italy, Spain, and Poland.
The solution
SAP Engagement Cloud as the Orchestrating Core
In collaboration with Syskoplan Reply, Vorwerk decided to implement the cloud-based marketing platform SAP Engagement Cloud across five core European markets: Germany, France, Italy, Spain, and Poland. The new platform seamlessly connects all relevant systems, including SAP CDP, SAP CDC, Databricks, Qualtrics, and SQL databases. This creates a unified customer view that serves as the foundation for automated, personalized, and cross-channel campaigns - from email to social media, always fully GDPR-compliant.
the implementation
Standardization with Room for Localization
In a comprehensive fit-gap analysis, Syskoplan Reply developed a central architecture that accommodates country-specific processes while enabling standardized workflows for campaign management, data handling, and channel orchestration.
Through intelligent interfaces, SAP Engagement Cloud was integrated into the existing system landscape. Targeted enablement empowered local marketing teams to increasingly manage operational tasks - such as segmentation, campaign creation, and template maintenance - independently. This significantly reduced the burden on IT while also substantially shortening time-to-market.
the result
Efficiency, Relevance, and Growth on demand
Today, Vorwerk centrally manages its marketing activities in Germany, France, Italy, Spain, and Poland in an efficient, target-group-specific manner - across all channels. The results are compelling: a rollout of the solution to additional countries, such as Austria, is already planned. The platform enables:
Personalized Real-Time Campaigns
Standardized Data Models and Consistent Workflows
Noticeable Relief for IT Teams
Higher Conversion through Relevant, Contextual Content
With the new platform, Vorwerk is not only better positioned digitally, but also establishes a future-proof foundation for sustainable customer loyalty and international sales success.
Vorwerk is the number one direct sales company in Europe and a global leader in the direct sale of high-quality household appliances. The internationally operating family-owned company was founded in 1883 in Wuppertal, Germany. Vorwerk's core business is the production and sale of high-quality household products (Thermomix® kitchen appliance, Kobold vacuum cleaner). Vorwerk always seeks direct contact with its customers. The consultants are at the center of activities and serve as a central point of contact. The akf group also belongs to the Vorwerk family. Vorwerk generates a group turnover of 3.2 billion euros (2022) and is active in more than 60 countries.
Syskoplan Reply specialises in the consulting and implementation of SAP technologies. As a long-standing and multiple award-winning SAP Gold Partner, Syskoplan Reply reliably accompanies companies on their way into the digital future. We focus on the use of SAP solutions as a central platform for the transformation of business processes and customer experiences. With the customised concepts of the experts, companies secure decisive competitive advantages. They benefit from our innovative strength, agility and extensive project experience in a wide range of industries. Syskoplan Reply's portfolio covers all facets of modern SAP architectures.