FANNIE MAY Supporting America’s favorite chocolate brand with TotalCare
- IM Digital x Fannie May Case Study
Fanny May has been a national icon for children and elderly customers alike for over 100 years. Their proud heritage has kept customers coming back through their doors generation after generation. Different from most initial engagements, Fanny May was not looking for help on a project, they sought a true, long-term, strategic partner. When Fannie May asked IM Digital to strategize how they can renew their digital presence, enhance their customer experience, our team eagerly set out to find immediately available opportunities to drive positive economic impact.
Services
- Commerce Strategy
- Experience Design
- Growth Marketing
- Data and Analytics
Partners
- SAP Hybris
- SAP Emarsys
- Google Cloud
Our Approach
Fannie May is celebrated for their historic recipes and dedicated customers, naturally that is where we inserted IM Digital expertise, to double-down on where they were winning to drive increased CLV through improved retention, bigger AOVs, by focusing on loyal customers who love their chocolate. We then set out to address more challenging aspects within their SAP Hybris Platform.
SAP Emarsys provided many advanced capabilities to drive marketing automation and personalization across email, web, sms, push and we successfully employed best-practices that drove immediate results
Design and engineering teams lagged behind strategists and analysts due to lengthy development cycles on SAP Hybris that IM Digital slowly began to improve from a technical standpoint and then introduced additional efficiencies through process improvements
With time, our collaboration deepened and we successfully fully redesigned the entire online customer experience, implemented personalization across user journeys, and deployed marketing automation that delivered exactly as we had envisioned
Our Solution
IM Digital mapped a complete user experience architecture to remove friction from the online shopping journey. We delivered detailed design specifications to integrated development teams and aligned the digital storefront with the premium feel of their physical locations on SAP Hybris.
Together, we reconfigured SAP Emarsys end-to-end. From campaign design, to automated flows, to advanced feature adoption. Modular email design templates and dynamic, automated flows triggered by newly acquired customer behavior and segmentation incrementally and increasingly improved ROI. Further catalyzing online sales growth, we implemented zero-party and first-party data acquisitions to grow the subscriber list which contributed to increase volumes going through net-new funnels we previously designed and launched.
To ensure long-term stability and speed we integrated our teams more deeply and liberated certain individuals from process constraints which improved time-to-market and increased overall ROI. Fanny May benefits from a tailored operational pod designed to address their unique configurations of systems, processes, and teams. IM Digital handles routine storefront administration, merchandising, and promotional execution so their internal leadership can focus on innovation, growth, and core business drivers confidently while we execute their digital strategy.
From our partners
“IM Digital took the time to understand our brand, the emotions we want to evoke in our shoppers, and the experience we want to create on our website.”Dhara Patel — Ecommerce DTC Manager, Fannie May
project summary
By systematically addressing foundational friction points along the customer journey iteratively over the long-term and exploiting immediate opportunities to drive impactful ROI our partnership improved the shopping experience for Fannie May’s chocolate lovers across the world online and across their hundreds of stores in America. Their new, modern online experience personalized marketing automation ensures customers enjoy surprises and delights while their eating and shopping for chocolate.
TotalCare is the cornerstone of our successful collaboration. Today, IM Digital operates as an extension of Fannie May. Continuous strategic advisory, dependable project management, and consistent experimentation have contributed to years of mutual success and growth. IM Digital’s dedicated operational pod ensures all merchandising and promotional updates go live quickly and accurately.
