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Driving Sales Success: Fratelli Branca's 100% Spike in Orders with SAP Emarsys

While they expertly deliver innovation and quality to their customers, Callaway Golf’s previous planning and reporting tool wasn’t making the cut. To evolve their enterprise, the sports giant decided to replace their outdated planning software with SAP Analytics Cloud for planning.

Together with Avvale, Callaway Golf successfully implemented SAP Analytics Cloud across their global enterprise in just 6 months. Now, Callaway Golf has a single, consolidated planning solution that has enabled streamlined expense and asset plans so they can focus on what they do best– revolutionizing the sporting world with cutting edge equipment.


Fratelli Branca, a highly esteemed Italian distillery with over 175 years of expertise, is renowned for its dedication to botanicals and distinctive recipes, while preserving its artisanal values. Embracing the motto "Innovating while conserving", Fratelli Branca continues to honor its rich heritage while pioneering new frontiers in craftsmanship.

The Challenge

Fratelli Branca Argentina embarked on an ambitious digital transformation project aimed at expanding their customer database and boosting sales through their online platform, Branca Store. The company used to send standardized emails to their contact base, lacking any defined structure in terms of marketing automation, personalization, or customer lifecycle strategy. Aware of the importance of effectively reaching their customers, the company sought a comprehensive solution that would allow seamless execution of large-scale personalization through email automation, as well as precise audience segmentation. Additionally, they needed to deliver relevant real-time interactions across various communication channels. But how could they reach customers with the right products at the right time based on their interests? For this, they needed a tool that matched their history and tradition while enabling exponential brand growth. In this context, SAP Emarsys emerged as the perfect solution to Fratelli Branca's needs.


The Approach

To achieve the client's needs, Avvale embarked on a collaborative journey with Fratelli Branca, meticulously crafting and aligning goals to meet the client's unique requirements. Our approach began with a deep dive into understanding their business objectives, challenges, and aspirations. This understanding was pivotal in shaping a tailored strategy that would not only address their immediate needs but also pave the way for sustainable growth and innovation. Our solid CRM expertise allowed us to seamlessly integrate with Fratelli Branca's existing frameworks, ensuring a smooth transition and effective implementation of new strategies.
By leveraging the capabilities of the SAP Emarsys omnichannel marketing platform, Fratelli Branca significantly improved their marketing and sales strategy, providing their client with a more dynamic platform. This tool allowed them to personalize their communication and product offerings based on Customer Lifetime Value, giving them the ability to more effectively adapt to the needs and desires of their customers. By focusing on CLV, they could tailor their strategies to better meet the evolving needs and desires of their customers, leading to higher engagement and loyalty. 


The Challenge

Before integrating SAP Analytics Cloud, Callaway Golf's planning landscape centered around SAP's legacy planning solution, Business Planning and Simulation (BPS). While BPS met Callaway Golf's planning needs for many years, the enterprise began to experience limitations with their old solution:

  • Disconnected plans across the board: As Callaway Golf expanded and acquired new brands, planning processes greatly differed across the enterprise with some business units using Excel spreadsheets and others using legacy solutions for planning.
  • Outdated planning functionalities: The existing legacy planning solution lacked many modern functionalities. Among them, salary calculations and asset depreciation automation needed improvement. As a result, it became difficult to create detailed and accurate forecasts across the globe.
  • Significant IT support: The legacy solution required continuous management from IT to maintain runtime. IT had to carve out a full day every week to manually maintain the solution.
  • No single source of truth: Various departments and brands used different data sources, which led to data silos across the organization, making it difficult to gain a clear picture of the enterprise's planned expenses.
  • Rigid user interface: Legacy forecasting system was difficult to navigate and lacked working functions and calculations across the board, such as planning on depreciation and existing assets, adding vendors or members on the fly, and breaking down their cost center expense planning forecasts.

The Approach

With Avvale experts on their side, Callaway Golf laid out the following goals for their new planning landscape with SAP Analytics Cloud:

  • Crowdsource and consolidate plans across the enterprise to gain a global overview of their planned expenses and expand the input capabilities to each responsible owner.
  • Leverage elevated planning functionalities to create faster and more accurate forecast cost center expense and asset reports. The ability to customize calculations enhances and automates the reporting metrics.
  • Harness the power of self-service analytics to alleviate IT from the burden of simple maintenance and data entry requests, so they can focus on high-ROI tasks.
  • Maximize user-driven admin capabilities to control the management of calculations and forms.
  • Create new KPls driven by the business needs.

When SEM-BPS was the center of Callaway Golf's planning landscape, flexibility was a huge factor that was missing. SAP Analytics Cloud contains powerful scenario planning capabilities that help organizations quickly uncover actionable insights to make data-driven decisions. For Callaway Golf, SAP Analytics Cloud's modern planning functionalities provided users with the ability to:

  • Add members on the fly
  • Plan on existing as well as planned assets and automatically calculate the depreciation of values
  • Test "what-if" scenarios for deeper analysis by creating private versions of plans
  • Customize the solution based on their current business process
  • Perform driver-based calculations
  • Empower users to execute end-to-end planning scenarios, without the help of IT

The Impact

The new implementation provided a wide range of advanced functionalities that allowed them to connect more effectively with their customers including message personalization tools, campaign automation, detailed customer behavior analysis, and precise segmentation. Thanks to this ability to deliver highly personalized messages and offers, Fratelli Branca was able to more accurately adapt to their customers' needs and preferences, resulting in a notable increase in customer retention and sales.

In just 6 months, the results were impressive:

+ 160% increase in the number of contacts;
+ 150% increase in web traffic;
+ 15% of Branca Store's revenue attributed to SAP Emarsys campaigns;
+ 100% increase in the number of orders.