Powering Data-Driven Marketing for Sony with CRM Solutions

RETAIL, MANUFACTURING AND PROPERTY

Background

Sony Corporation is a Japanese multinational conglomerate and global leader in consumer electronics, gaming and entertainment, and financial services. Sony is best known for their wide range of electronics, including televisions, cameras, audio equipment, and smartphones. As the Entertainment, Technology and Services (ET&S) arm of Sony Group, Sony Corporation is focused on empowering creators with the tools to express themselves in new ways by driving exciting advancements in entertainment.

Challenges

As one of the world’s leading consumer electronics brands, Sony faced substantial challenges in managing data and implementing marketing automation due to the sheer scale of their product offerings and global market presence.

Their diverse range of products necessitated tailored strategies and target audience considerations when developing strategies for various customer segments. This would require the integration of omni-channel data and diverse product lines, resellers, e-commerce platforms, and geographic regions into a unified systems to enable effective marketing campaigns.

Additionally, the need to deliver personalized experiences to a global customer base added another layer of complexity, requiring deep insights into different customer behaviors and preferences. These challenges were not only technical but also strategic in nature, as they involve aligning various stakeholders and ensuring that data integration efforts support their broader business objectives.

The intricacies of managing such a vast array of data sources and ensuring consistency and accuracy across all platforms highlighted the need for an experienced and trustworthy technology partner with deep CRM and data integration knowledge to support their digital transformation journey.

Solutions

To address these challenges, LPS implemented a comprehensive CRM and marketing automation strategy. Having established detailed and accurate customer profiles across Sony’s product lines, we have laid the foundation for impactful CRM customer journeys. These profiles form the basis for delivering highly personalized experiences and targeted communications tailored to individual consumers and specific demographics. By gaining deep insights into customer browsing and purchasing behaviors, they can effectively tailor communications and personalized offers based on each customer’s lifecycle and preferences.

Additionally, our marketing operations and IT managed services have equipped Sony with a skilled, cost-effective, and scalable team. These resources not only enhance performance but also increase flexibility and optimize return on investment (ROI). The implementation of advanced analytics and machine learning models further enables them to predict customer needs and preferences, thereby enhancing the effectiveness of their marketing campaigns.

Value created

This strategic partnership has created significant value for Sony’s digital transformation and CRM practice, unlocking the full potential to turn data into valuable assets through enhanced business performance and increased flexibility. By setting up CRM customer journeys, we have transformed their marketing workflows with intelligent customer-centric automation.

The incorporation of comprehensive customer profiles and deep insights into customer behaviors enables them to deliver highly personalized experiences, raising the bar for customer satisfaction and loyalty, further supporting their sales and brand presence in the global market in turn.

The scalable and cost-effective team provided by our marketing operations and IT managed services also ensures that they can adapt to changing market dynamics and continue to innovate in their marketing strategies with industry best practices. With LPS taking the helm to support operations and campaign management, Sony can now allocate resources more efficiently and focus on their core business competencies.

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