Major Shift in M&A Operations Project for Foreign-Owned Cosmetics Company

A major foreign-affiliated cosmetics company had been operating a marketing automation (MA) tool for three years but failed to achieve the expected results.
Inadequate customer segmentation led to messages that failed to match customer needs, causing engagement rates to plummet.
Annual sales stagnated at a mere ¥1 million, with no clear return on investment.
Furthermore, the company was not fully utilizing the MA tool's capabilities, resulting in an inefficient operational structure reliant on manual labor.

We implemented a comprehensive rebuild of our MA strategy utilizing Salesforce Marketing Cloud (SFMC).
First, we conducted a detailed analysis of existing customer data to design precise segmentation based on purchasing behavior and preferences.
Next, we redefined the customer journey map and formulated personalized communication strategies for each touchpoint.
Operationally, we designed and implemented automation scenarios, establishing a real-time measurement and improvement cycle.
We achieved operational optimization through continuous PDCA cycles.

Through fundamental improvements in MA operations, we achieved remarkable results.
Sales increased by 10,000% compared to the first half of the initial year, achieving significant growth from ¥1 million to ¥100 million annually. The following year saw continued 150% growth, establishing a stable expansion trend.
Customer engagement rates tripled, and conversion rates also improved significantly.
Automation reduced operational workload by 60%, enabling the marketing team to focus resources on strategic tasks.
Clients have highly praised the initiative, stating, "This is the first time we've truly experienced the true value of MA."