In the heart of Italy's renowned Emilia-Romagna region, 4 Madonne Caseificio dell’Emilia has been a bastion of tradition since 1967, crafting world-class Parmigiano Reggiano PDO. More than just a producer, it is a guardian of heritage. However, to carry this legacy into the future, they needed to transform their digital presence from a simple storefront into the primary channel for sales and customer relationships. Their challenge was to move beyond generic communication and engage a diverse customer base with truly personalised, data-driven marketing.
4 Madonne's mission was clear: To connect with customers on a one-to-one basis, track behaviour in real-time, and generate a measurable return on investment (ROI). To achieve these ambitious goals, 4 Madonne leveraged the powerful combination of the PrestaShop eCommerce platform and SALESmanago’s marketing automation engine, implemented with the strategic expertise of their digital partner, Magilla.
Automating The Customer Journey for Higher Conversions
The first step was to build a seamless and responsive experience for every user. By implementing automated journeys in SALESmanago, 4 Madonne could guide customers from their very first visit. Automated workflows for new registrations, first purchases, and birthday greetings created a welcoming and personalised environment. This foundational work in automation was critical in elevating the entire customer experience, contributing to a 167% increase in last-click sales and a 36% rise in transactions.
Engaging Every Customer with Targeted SMS Marketing
Recognising that their audience included not only digitally-savvy users but also a 40+ demographic less responsive to email, 4 Madonne implemented a clever omnichannel strategy. Using SALESmanago, they created targeted SMS campaigns to reach key segments directly. These automated SMS flows engaged their most loyal "champion" customers and re-engaged dormant users with personalised gift codes, proving instrumental in reducing customer churn.
Boosting Loyalty And Reactivating Dormant Users
Customer retention was a key priority. To combat churn, 4 Madonne utilised SALESmanago's RFM (Recency, Frequency, Monetary) tool to segment customers with precision. This allowed them to identify and target dormant users with compelling win-back offers, such as 5-10% discounts based on their past spending. These targeted, data-driven efforts were a resounding success, contributing to a 21% reduction in the churn rate over two years and a remarkable 57% increase in the Average Order Value (AOV) for recurring customers.
The Power of A Deeply Integrated Platform
Beyond individual campaigns, the true engine of 4 Madonne’s growth was the deep, synergistic integration between their platforms. The flexibility of PrestaShop combined with SALESmanago’s automation allowed for real-time behavioural tracking and the automatic generation of unique discount codes via webhooks. This unified data ecosystem, engineered by Magilla, provided a complete view of the customer journey. The ability to act on this data consistently drove stunning revenue growth, resulting in a 32.4% increase in revenue in 2023 and a further 29% increase in 2024.
Giulio Stocco, an Ecommerce Consultant at Magilla, 4 Madonne's strategic partner, highlights the system's strengths: "The decision to implement SALESmanago was driven by the need for a robust, flexible platform that could integrate deeply with our PrestaShop-based infrastructure. What makes the partnership unique is its ability to transform data into action. It’s not just a platform—it’s a growth engine, capable of scaling with our business, adapting to our needs, and driving measurable impact across the entire digital ecosystem."
Looking Ahead: The Future Is Data-driven
4 Madonne is not resting on its laurels. The team recognises the immense potential to further leverage their data architecture. The next phase of their strategy involves utilising their API-level integration with BigQuery to support everything from advertising optimisation to dynamic content personalisation on their website, ensuring every customer interaction is even more relevant and effective.
A Partnership Forged in Excellence
The 4 Madonne success story is a powerful example of how tradition and digital innovation can create extraordinary results. By combining a legendary brand with a flexible eCommerce platform like PrestaShop, a powerful automation engine like SALESmanago, and a strategic partner like Magilla, they have set a new industry benchmark. Their journey demonstrates that a commitment to data-driven, personalised communication can cultivate unprecedented growth and build lasting customer relationships.
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