Consumer Goods
Eroski Success Story
Eroski gained autonomy and efficiency in segmentation with DESelect Segment by removing dependence on external providers, and with Engage optimized saturation control and message prioritization, achieving more relevant and precise communications for its customers.
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Gained autonomy and efficiency in segmentation by removing reliance on external providers
![Gained autonomy and efficiency in segmentation by removing reliance on external providers]()
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Optimized message saturation control and prioritization, ensuring relevant communications for customers.
![Optimized message saturation control and prioritization, ensuring relevant communications for customers.]()
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Improved precision and speed in campaign execution through streamlined, intuitive tools and processes.
![Improved precision and speed in campaign execution through streamlined, intuitive tools and processes.]()
THE CHALLENGE
Too Much Reliance, Too Little Agility
When you’re one of Spain’s largest cooperative supermarket groups — with millions of customers and countless communications going out daily — precision isn’t optional, it’s essential. That was the reality facing Eroski. Their marketing team, just five people strong, was tasked with managing personalized communications across multiple brands, channels, and customer profiles — all while ensuring no customer felt spammed or overlooked.
Eroski had recently adopted Salesforce Marketing Cloud, but to take full advantage of it, they needed SQL expertise, something their marketing team didn’t have. Simple audience segmentations or analytic queries required going through external providers. This reliance slowed everything down, reduced autonomy, and increased costs.
At the same time, controlling message saturation across channels was a persistent pain point. The team’s priority was to ensure customers received the most relevant communication without being overwhelmed. But before DESelect, prioritization was a manual and blunt process, using broad exclusions and chronological sending, with little ability to finely tune who got what. This resulted in lost efficiency, inconsistent targeting, and a significant amount of time spent guessing outcomes.
Goals & Desired Outcomes
- Gain autonomy and agility in segmentation without relying on external providers or needing SQL expertise
- Control customer communication saturation to avoid sending more messages than the optimal limit
- Prioritize messages by relevance not just send order, ensuring each customer receives the right communication
Gains Full Autonomy in Segmentation
- Full autonomy in audience segmentation: eliminating dependency on external providers and enabling the marketing team to work independently.
- Smarter control of customer communication saturation: ensuring no one receives more messages than optimal.
- Automated message prioritization by relevance: selecting the most important communication for each customer instead of relying on send order.
With DESelect, we’ve gained the autonomy, precision, and efficiency to deliver the most relevant messages to each customer, avoiding saturation and improving their experience, all while working faster and more independently as a small marketing team.
Highlights
Why Eroski Chose DESelect
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Matched their pressing needsThe tools directly addressed challenges in segmentation and message saturation control.
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Fair pricing with Starter modelEngage’s low‑risk entry allowed testing without heavy upfront commitment.
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Trusted relationship with EduPrior collaboration and his knowledge of Eroski’s context inspired strong confidence.
