Paneangeli

Paneangeli, a historic brand under Cameo and a trusted leader in the market for baking ingredients, savoury preparations, and decorations, has partnered with Amplize to embark on a digitalisation journey, aiming to enhance and modernise its consumer relationship processes.

Paneangeli, a long-standing ally for home bakers crafting cakes, pies, bread, or pizza, began its journey with a few fundamental questions: How can we better understand our 15 million consumers in Italy? How would adopting a customer-centric, data-driven approach transform our data acquisition processes or reshape our retention model?

To address these issues, a new strategy was essential—one that provided deeper insights into the consumer lifecycle across multiple touchpoints, from lead acquisition to engagement in loyalty programmes, while seamlessly integrating both online and offline experiences.

With expert guidance from the Amplize team, and after selecting Salesforce technology as the optimal platform for this initiative, a strategic roadmap was designed, encompassing three project phases.

The first phase focused on refactoring the existing CRM to ensure a unified customer view. Thanks to Salesforce Service Cloud, which collects all customer interactions, Paneangeli now has real-time data updates and comprehensive insights within a single dashboard. At the same time, a “multi-customer” approach was implemented, allowing segmentation by customer type (end consumers, professionals, teachers, local stakeholders).

The second project phase centred on integrating the CRM with existing marketing applications to foster deeper customer intimacy. The implementation of Salesforce Customer Identity, for example, streamlined user management, improved access methods, and enhanced the security of the Paneangeli platform.

Additionally, the integration of a loyalty management system, based on the “buy, learn & win” proposition, facilitated the acquisition of zero- and first-party data, enhancing the “single customer view” and enhancing brand interactions.

In the final phase, the focus shifted to change management, fostering a positive attitude to transformation within the company and emphasising the importance of a data-driven culture throughout the customer lifecycle.

From consulting to integration and adoption, Amplize provided its expertise to offer constant, valuable support within remarkably tight timelines.

As a result, Paneangeli is now able to offer all baking enthusiasts the same level of efficiency and quality online that has always been a hallmark of its products.