Emarsys has announced a partnership with Huel.

It says that the agreement equips the meal replacement brand with “a single source of truth for a 360-degree view of each customer, impacting everything from marketing material to customer service route”.

The tie up comes as part of Huel’s wider shift towards being more efficient, spending less on customer acquisition, increasing outreach channels and developing a more distinct understanding of each customer and how to target them.

Its previous solution was not able to scale at the rate at which the firm was growing – and was unable to integrate with a host of other technologies within the business.

The Emarsys platform has been able to offer a more cohesive and consolidated tech stack, with productised connectors allowing Huel to draw data from MentionMe, Tableau, ZenDesk, and Snowflake.

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Different teams within Huel will now rely on Emarsys for the centralisation and distillation of data without ‘double-handling’ any information, saving both time and effort for Huel employees.

Emarsys is then able to leverage the customer data stored within the platform to better inform the omnichannel marketing strategies that Huel chooses to execute.

The move also allows Huel to take advantage of ‘tactics’ – recommended strategies based on analytics from previously successful campaigns.

All of this has facilitated more sophisticated personalisation and more precise customer segmentation, crafted for each based on their preferences, including the translation of content into seven different languages and localising across 13 markets (and growing).

“Having to rapidly reinvent a company’s tech stack is often a price that the most successful organisations must pay for their rapid success,” comments Sara Richter, CMO, Emarsys.

“Our versatility and specialised product connectors have helped us beat our competitors to one of the most successful nutrition brands of the past decade, which I’m convinced will go on to reach even greater heights in the coming decade.”

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