Unilever-owned fine food brand, Oswald, cooks up enhanced omnichannel engagement with MoEngage

Unilever-owned fine food and gourmet ingredient brand Oswald, has partnered with MoEngage, the leading insights-led customer engagement platform, to power personalised, omnichannel engagement at scale to drive customer interaction and performance.

Established in 1951, Oswald is now a Unilever brand and supplier of over 300 lines of fine food and gourmet ingredients – from bouillons and spices to sauces and desserts – in Switzerland.  Priding itself on selecting and selling the finest ingredients, Oswald is also community-focused, with its field sales reps offering customers culinary tips and tricks to elevate their cooking, with recipe ideas elevated by the high-quality ingredients and products it sells.

Oswald already had an established omnichannel customer engagement strategy in place, using both off- and online channels to bring its products closer to its customers, from its webstore to event pop-ups and field sales teams, who educate and engage shoppers on how to create home-cooked culinary masterpieces.

However, as it looked to scale its customer engagement capabilities, Oswald recognised that its existing martech stack wouldn’t afford them a 360-degree customer profile it needed, because it couldn’t unify data from both on- and off-line sources.  Understanding that to take its omnichannel engagement to the next level, Oswald needed an intuitive customer engagement platform capable of consolidating customer data from multiple sources.  Oswald also wanted to be able to enhance segmentation and personalisation with the help of detailed analytics.

Having conducted a thorough review of the martech space, Oswald partnered with MoEngage, due to its powerful predictions model and insights-led segmentation capabilities to unify customer data.  Leveraging the MoEngage platform, Oswald was able to optimise online engagement, automate one-to-one coupon triggering to personalise offers to shoppers, as well as helping its field sales representatives use the insights to tailor their communications and product recommendations for customers.

Nadine Berdux, Head of CRM & Online Marketing at Oswald, commented: “Being a customer-centric brand, we wanted to partner with a solution that could unify our customer data, accurately segment our customer base and send out highly personalised campaigns through multiple channels, both online and offline.  We evaluated a lot of products on the market, but MoEngage proved to be the best fit.  Not just due to the platform’s capabilities but also the team’s unwavering commitment to ensure our brand’s success.”

Jason Smith, VP UK & Europe at MoEngage, commented: “From the very beginning, the Oswald brand has been about building high-touch personal service, which, alongside its range of high-quality cooking ingredients, has meant its offer remains as compelling as ever.  Now, powered by insight that’s triangulated across channels and multiple touchpoints, Oswald has the perfect recipe for long-term customer engagement success.”

Looking ahead, Oswald plans to add MoEngage’s Web Push capabilities as a new channel in its engagement strategy, allowing it to create enhanced on-site personalisation, as well as rolling out updated dashboards to improve reporting and help it better understand customer behaviours to drive continual improvement in its engagement strategies and campaigns.

Join Retail Connections

Register here

Related insights

Pricer appoints former Clear Channel exec as Chief Product Officer

Retail Technology Show 2024 opens for registration

A ‘new era’ of shopper engagement: how can brands get ahead of the customer engagement curve to retain shoppers and build loyalty?

Black Friday weekend delivers a +14.96% revenue boost for online retailers, Wunderkind’s data shows


Black Friday boosts weekly footfall by +52.4%, Sensormatic Solutions’ data shows

Email tops UK shoppers brand communication preference for finding Black Friday deals, Wunderkind’s research shows

Join Retail Connections

Get the latest industry views and exclusive member offers sent direct to your mailbox.