MOL Group:
gen AI pilot in marketing personalization

Driving better customer engagement and increasing sales with gen AI-generated content for marketing personalization

Client Background

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The energy industry stands at a critical crossroads, facing unprecedented environmental challenges. To address these challenges, MOL, one of Europe’s largest gas and oil companies, is taking bold steps to evolve beyond its traditional roots.

The company envisions a future where it is not just a gas and oil provider, but a leading retail, digital, and mobility partner across multiple markets.

As part of this transformation, IBM supported MOL in implementing a new loyalty and rewards platform that features integrated Salesforce sales, service, and marketing capabilities as the backbone of its integrated digital solution. This platform, including the MOVE app, has been successfully rolled out in 8 countries across Central and Eastern Europe.

The more personal,
the better

By leveraging hundreds of micro customer segments – a significant increase from their current 34 – retail marketeers were able to target their audiences with unprecedented precision. The solution also brought about a substantial productivity boost, with marketeers projected to be ten times more productive using this innovative approach.

But what’s more, the results spoke for themselves: voucher redemption rates soared by 24%, resulting in a 24% increase in product sales for that segment. This tangible impact on the bottom line is a testament to the power of data-driven marketing and the potential for businesses to drive growth through personalized customer experiences.

The pilot solution exceeded expectations

By leveraging hundreds of micro customer segments – a significant increase from their current 34 – retail marketeers were able to target their audiences with unprecedented precision. The solution also brought about a substantial productivity boost, with marketeers projected to be ten times more productive using this innovative approach.

But what’s more, the results spoke for themselves: voucher redemption rates soared by 24%, resulting in a 24% increase in product sales for that segment. This tangible impact on the bottom line is a testament to the power of data-driven marketing and the potential for businesses to drive growth through personalized customer experiences.

important numbers

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