Alibaba Cloud, the digital technology and intelligence “backbone” of Alibaba Group, has partnered with Unilever. The “pioneering strategic initiative” will enable Unilever to action on “next-generation” digital marketing campaigns.
In the partnership, Unilever will be able to utilise Alibaba Cloud’s “trusted” artificial intelligence (AI) and cloud-based technologies to optimise its omni-channel, online and offline demand generation activities.
According to Alibaba, its solutions can help to unlock detailed insights into Unilever’s customers buying patterns and behaviour. The data-driven business intelligence could help Unilever accelerate the creation of new and precisely targeted digital marketing campaigns. It could also enable Unilever to predict more precisely and quickly respond to changing customer buying habits across multiple platforms.
Taking Unilever’s digital marketing to the next level, Alibaba says its Cloud’s solution can support optimised brand experience for consumers’ purchasing journey through Unilever’s online stores in Taobao and Tmall.
“The data intelligence provided by Alibaba Cloud can be easily translated into consumer insight, pivotal in enabling Unilever to expand its current and future product offerings in line with customer needs,” says Alibaba. “The insights into anticipated and current customer demand, will also benefit Unilever’s supply chain, as well as optimise its route to market.”
Unilever China VP Data and Digital Fang Jun says customer buying patterns are ever changing. He adds that when and where they buy has caused marketing to become even more agile and precise in order to stay relevant and reduce marketing waste.
“The use of Alibaba Cloud’s cutting-edge technology will ensure that our customers enjoy even more value from their relationship with the Unilever brand, through relevant campaigns and activities based on true insights into their buying preference,” says Mr Jun.