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Dr Pepper

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Optimising Salesforce Marketing Cloud to Drive Loyalty and Engagement for Dr Pepper

Keurig Dr Pepper (KDP) partnered with Material to reinvigorate customer loyalty across its portfolio. As part of this larger initiative, our client sought to build deeper personalisation through enhanced customer journeys and personalised offerings – key enablers of customer acquisition, engagement and retention. To achieve these objectives, KDP sought Material’s expertise to optimise its existing Salesforce Marketing Cloud (SFMC), focusing on strengthening loyalty, refining customer segmentation and improving martech efficiency.
  • Audited the SFMC environment to identify opportunities for refining segmentation and enhancing personalisation efforts.
  • Enhanced platform efficiency by resolving technical debt.
  • Utilised the SFMC journey builder to develop personalised customer journeys that guided users through meaningful touchpoints
  • Integrated advanced personalisation and automation into customer journeys with the help of AMPScript and APIs
  • Created dynamic, responsive email template with SFMC Email Studio and Content Builder to engage customers with fresh, relevant messaging
  • Optimised customer engagement by refining preference management within the SFMC Preference Center.
  • Expanded customer engagement by leveraging SFMC Mobile Studio to engage users across mobile platforms.

This initiative stabilised the Salesforce platform and improved operational efficiency for KDP. While the optimised audience segmentation allowed for more precise targeting, the newly implemented customer journeys provided a multi-channel, multi-touchpoint experience, enhancing customer engagement. Increases in membership point-earning activities, such as frequent recent receipt uploads, demonstrated customer loyalty and retention. The new responsive email templates further amplified the effectiveness and reach of personalised and targeted email campaigns. KDP is now well-positioned to expand the reach of their Perks loyalty program in the coming years, reinforcing sustained growth and deepening brand loyalty.

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