More personalised communication for customers – how Peremarket’s marketing automation was taken into a new era
The challenge
Peremarket’s marketing was slowed down by legacy tools and manual segmentation. Managing language versions was cumbersome, and messages didn’t follow the customer journey, so all customers essentially got the same communication. Marketing couldn’t react independently to customer actions without help from the data warehouse.
The solution
Together with Sofigate, Peremarket defined the first automations, customer journeys, and language versions, then implemented them on Salesforce Marketing Cloud Engagement. Clear roles, step-by-step delivery, and reusable templates enabled the marketing team to build segments and campaigns independently without any technical intermediaries.
The outcome
Customers now receive relevant, on-brand messages at the right time and in the right language, on any device. Marketing tests and launches faster, manages multilingual journeys in one flow, and can expand easily, creating a scalable foundation for continued personalisation.
Prisma Peremarket, a well-known Estonian grocery retail brand operated by SOK, wanted to modernise its marketing operating model and make it more customer-centric. There was no need to start from scratch as the team could take cues from proven practices developed by SOK. Email marketing was renewed in cooperation with Sofigate which meant that a previously manual, cross-team dependent process was automated so the marketing team could manage communications independently. Time once spent on manual steps and waiting for other teams could be reinvested in customer experience – ensuring messages reach the right person, with the right content, at the right time, in the right language.
The Story of Peremarket
Operating in a multilingual environment, Peremarket aimed to make marketing more planned and scalable: less technical dependency, greater timeliness, and better customer relevance. Before the program, segmentation often required assistance from the data warehouse, marketing couldn’t easily trigger communications from customer actions, and language versioning multiplied work. With the support of Sofigate and SOK, a new automation-based operating model was built in which targeting is based on purchasing behaviour and messages evolve with the brand.
The why and the how
The project began with careful preparation: Peremarket defined desired automations, customer journeys, and language versions. Sofigate handled the technical implementation and practical structuring of the work. Collaboration rested on a clear division of responsibilities and trust; complex topics were explained in an accessible way, and incremental progress built confidence across the team.
“Sofigate’s consultants were good at breaking the work into suitable pieces and explaining things so that it was easy for everyone to keep up.” – Elena Kukkonen, SOK Liiketoiminta Oy
Automations such as birthday messages, bonus letters, and onboarding models were implemented on Salesforce Marketing Cloud Engagement. Messages were unified to match the brand look, and language logic ensured each customer automatically received content in their own language. Previously, marketing needed help from other teams; now communications are handled automatically and self-sufficiently, and the marketing team can build target groups and campaigns without technical intermediaries.
“Sofigate’s consultants were good at breaking the work into suitable pieces and explaining things so that it was easy for everyone to keep up.”
Elena Kukkonen, SOK Liiketoiminta Oy
The results
From the customer’s perspective, messages now arrive at the right moment, when they relate to individual actions and interests. They are visually recognisable, work across devices, and always arrive in the correct language, creating a customer experience that feels more personal and appealing than before.
From the marketing perspective, the impact is immediately visible in day-to-day work:
- Speed & agility: Campaigns are faster and easier to test. Messages can be adjusted visually, and time to publish has shortened.
- Relevance at scale: Communications are pertinent and personal, increasing customer satisfaction and message impact.
- Effortlessly multilingual: One automation can handle communications in multiple languages – without duplicate builds.
- Built for growth: The foundation is ready for further development; new journeys can be added lightly without heavy project work.
“Hopefully we’ll get to continue working together in the future, we were left with the feeling that things are in capable hands.” says Joni Aalto from SOK
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