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Dr. Oetker Transforms Global Marketing Operations with Salesforce

Salesforce today announced that Dr. Oetker, one of Europe’s largest family-owned food manufacturing companies, is using Marketing Cloud to transform the group’s international marketing strategy.

Why it’s important: Research shows that personalized customer experiences are essential to competing in a changing economy, in fact, 65% say they will remain loyal if the company offers a more personalized experience. 

Restructuring its global marketing activities, Dr. Oetker is responding to two fundamental changes in the Fast-Moving Consumer Goods (FMCG) market: rising inflation and business costs and rapid digitalization.

Driving the news: Powered by Marketing Cloud, implementation of a data-driven international marketing hub, based in Bielefeld, Germany, will enable teams across over 40 markets to gain a 360-degree view of every customer in real time, boosting the personalization and efficiency of the company’s marketing activities while reducing costs. 

What they’re saying: “With Salesforce, we are implementing new structures to drive the digital transformation of our global marketing faster and more efficiently. Our goal is to interact more directly with our consumers. The Marketing Cloud gives us a 360-degree view of our customers, which helps us to better understand what they wish and expect from our brands,” said Claudia Willvonseder, member of the Executive Board and Chief Marketing Officer of Dr. Oetker.

“We are now laying the foundation to continuously increase the efficiency, relevance, and impact of our marketing activities. Salesforce, with its technology, expertise, and values that we share, such as innovation and sustainability, is the right partner for this.”

Claudia Willvonseder, member of the executive board and Chief MARKETING Officer, Dr. Oetker

The Salesforce perspective: “We’re delighted that a company like Dr. Oetker is working with us to transform its marketing operations,” said Stephanie Lohmann, Senior VP Corporate Marketing, Salesforce EMEA. “With Salesforce, Dr. Oetker will gain a 360-degree view of its customers – in real time – and get to know its customers even better. From providing targeted messaging and tailored experiences to customers around the globe, this will transform the effectiveness of the group’s communication activities and build long-term customer loyalty.”

What’s next: Oetker group’s cake supplier brand Wilton became one of the first companies in the Oetker group to introduce Salesforce Service Cloud to optimize its productivity and quality of its customer service. Over the next twelve months, Service Cloud will be rolled out across several of the group’s brands globally.  

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