Elah Dufour Novi: when engagement leads to conversion

A historic brand, a contemporary challenge: speaking to consumers in a direct, personal, yet never intrusive way. With the support of t.bd and magnews technology, Elah Dufour Novi has developed a strategy that combines data, content and automation, turning leads and interests into concrete actions.

In partnership with

How It Started

Consumer data and preferences to be enriched and organised

The need for personalised communication that remains consistent over time

The aim of driving e-commerce growth through a strategy that goes beyond one-off promotions

"The flexibility of the platform allowed us to refine the journey even during the process, achieving results that we consider excellent both in terms of the feedback received from our consumers and as confirmation of the path our company is taking to communicate with them more effectively."

MARCO MARTELLI - DIGITAL COMMUNICATION MANAGER AT ELAH DUFOUR NOVI

Strategy and technology, to truly understand who is buying

The starting point was clear: understand before you sell. With the support of t.bd, Elah Dufour Novi designed a CRM and Marketing Automation system capable of gathering signals, transforming them into profiles and triggering relevant messages.

To do this, they needed a platform that could grow alongside the strategy: magnews.

Key steps

Lead generation and data collection through competitions and in-store events

Tagging and profiling by interests (products, recipes, behaviour)

Customised workflows for seasonal campaigns and key events (Easter, Black Friday)

Data, content and automation: an adaptive ecosystem

Interest-based profiling

Every interaction becomes data: tags on recipes and products, behaviours and preferences that feed into increasingly accurate segments.

Survey + reward

A post-purchase survey, with an incentive (discount + free delivery), to gather insights and maintain the relationship: over 50,000 users took part.

Automated seasonal campaigns

Conversations are handed over to an agent at the points where the relationship matters most.

And the results?

21,9%

55% open rate

20,6%

20.6% click-to-open rate

515

515 eggs sold in 72 hours

What can you learn from this story?

Personalisation isn’t just an ‘extra’ – it’s what makes the relationship sustainable.
Offline events become actionable data if you link them to the digital sphere in the right way.
It’s the direction that makes the difference: strategy (t.bd) + technology (magnews) + brand vision

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