Executive Summary
A leading Indian packaged foods company faced fragmented digital experiences due to siloed systems and poor CMS-commerce-CDP integration. ITC Infotech led a 4-year Martech transformation using Adobe Experience Cloud, unifying platforms into a scalable, multi-tenant ecosystem. This enabled 21+ websites and 5+ platforms, improved performance, and increased personalized customer engagement by 30% through better data utilization.
Business Challenge
- Data and content silos across systems, limiting a unified customer view
- Legacy systems that couldn’t scale with growing digital needs
- Poor integration between CMS, commerce platforms, and customer data hubs (CDPs)
- Fragmented brand experiences across channels and touchpoints
- Resulting inefficiencies, higher costs, and weak personalization capabilities
Business Challenge
- Data and content silos across systems, limiting a unified customer view
- Legacy systems that couldn’t scale with growing digital needs
- Poor integration between CMS, commerce platforms, and customer data hubs (CDPs)
- Fragmented brand experiences across channels and touchpoints
- Resulting inefficiencies, higher costs, and weak personalization capabilities
Our Solution
The solution was a comprehensive Martech modernization led by ITC Infotech:
- Unified platforms by consolidating multiple CMSs and commerce systems
- Implemented Adobe Experience Cloud (AEC) as the central ecosystem
- Built a multi-tenant, scalable architecture
- Integrated key tools including Adobe Experience Manager (AEM), Adobe Commerce, and Adobe Real-Time CDP
- Enabled seamless data flow across content, commerce, and customer data platforms
This created a single, integrated digital foundation for consistent experiences and advanced personalization at scale.
Key Results and Benefits
- 21+ brand websites and 5+ value-exchange platforms successfully launched
- 5 million+ annual users engaged across digital platforms
- 27 million+ unified customer profiles created
- 30% increase in personally identifiable information (PII) data, enabling stronger personalization
- Improved cross-brand insights, campaign effectiveness, and operational efficiency
About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and Technology Consulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by seamlessly bringing together digital expertise, strong industry specific alliances and the unique ability to leverage deep domain expertise from ITC Group businesses. ITC Infotech is a wholly owned subsidiary of ITC Ltd., a 100-plus-year-old diversified conglomerate with businesses spanning Hotels, Consumer Goods, Paperboards & Packaging, Agri Business, and Information Technology. ITC Ltd. has been in the hospitality business for over 4 decades. It has over 100 properties across 70+ destinations. The hospitality practice at ITC Infotech is 800+ people strong and most have experience in the hospitality domain leading to a high-quality IT service experience for its hospitality customers.
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