Miramar Group is leveraging SAP Emarsys to elevate its customer experience operations by harmonizing customer data from diverse business units. To support its multi-faceted operations, the Group has embarked on a company-wide digital transformation by unifying multiple IT systems and enhancing data analysis capabilities with more structured data. With SAP Emarsys, the Group integrates customer data from various business units and leverages segmented data to streamline different stages in the customer journey, such as reservations and online shopping.

Going forward, Miramar Group plans to leverage SAP Emarsys's Smart Insights, utilizing its inherent AI modelling and machine learning, to develop an in-depth understanding of the customer lifecycle. The solution will facilitate the Group to define customers into five distinct groups (lead, first-time buyer, active customer, defining customer and inactive customer) so that the Group can deliver highly personalized content to the customer accordingly.