AJ Produkter has a MarTech setup that many companies would envy. Agillic handles marketing automation and campaign delivery. Tealium collects data server-side through EventStream and AudienceStream, while Google Tag Manager captures data on the website. Optimizely (formerly Episerver) covers CMS, content marketing and commerce. Voyado Elevate powers product recommendations, and order data is stored in BigQuery. The setup was built in 2023 and has since been managed internally by AJ.

The platforms were in place. The challenge lay in the gap between the technology and the people using it every day.

For marketing, it was about accessibility. Agillic is a powerful specialist tool, but a smaller market cannot be expected to build its own Agillic specialist just to manage email communications. Their time should be spent on marketing and sales, not on remembering the steps required to execute a campaign in a marketing tool.

For operations, it was about visibility. AJ had restructured its internal MarTech capabilities and needed a partner with technical expertise across systems and integrations.

The work was therefore divided into two tracks under the same agreement. The first was to implement Zendit on top of Agillic, enabling local markets to send their own communications without needing to be experts. The second was to monitor whether data actually flows as the setup is designed to ensure, while continuously developing new opportunities for a connected customer journey across platforms and systems.

Zendit is Dwarf’s own platform, where AJ’s markets build, approve and send their Agillic campaigns themselves. It makes Agillic’s personalisation capabilities accessible while limiting each editor’s view to exactly what they need: their own market, audiences, content and scheduling. Access is managed per market team and uses AJ’s own login, so it follows their existing access management.

In practice, this means a market can build and send a campaign without needing to understand Agillic’s data model, and without any risk of accidentally touching another market’s data. It’s the technical risk that disappears from the workflow, not the functionality.

Zendit is developed and configured around the needs of the local teams. One example: the campaign name AJ enters is now the name that appears in their reporting, rather than our technical key. That key has been moved behind the scenes, where only the system reads it. Their marketing automation specialist requested this change, and it was live within a week.

The collaboration is still in its early stages, and most of the numbers are yet to come. What’s worth highlighting today:

All teams are now fully onboarded onto Zendit and are working from the platform instead of Agillic. The Swedish team produces global campaigns directly in the platform, with translations handled directly through Zendit.

AJ now has something they didn’t have before: a consolidated overview of what’s running and where. This makes it faster to identify the root cause the next time data doesn’t come through as expected.