French cheese firm Bel Group increases CRM efforts with Sogec/Unica partnership

Within the framework of its partnership with Unica Corp., French cheese manufacturer Bel Group has selected Sogec Marketing for its CRM efforts.

Bel has contracted the two marketing firms to execute cross-channel marketing campaigns aimed at growing customer relationships.

Bel, the third biggest French cheese manufacturing group with major brands including Babybel, Kiri and Leerdammer, is growing and developing its business and is looking to acquire new customers and build loyalty.

Paris-based Sogec implemented a two-phase process to target consumers. The first phase focuses on data management using both on and offline database hosting for all the Group's Web sites. This information is being segmented and cleaned up.

The second phase brought in Unica, Waltham, MA, for overall marketing campaign management.