Positive User, the Lille-based company long known in France as Sarbacane, is repositioning itself as an omnichannel marketing automation platform built around AI—aiming to make sophisticated customer engagement tools easier to use for organizations of all sizes.
The shift comes as more companies move toward omnichannel marketing—coordinating outreach across email, SMS, WhatsApp, push notifications and chat—while leaning on artificial intelligence to segment audiences, personalize messaging and automate complex customer journeys.
Positive User says it is also leaning into a Europe-first data strategy, hosting customer data on servers in France and Germany in 2026 to align with the European Union’s GDPR privacy rules and broader concerns about “digital sovereignty.”
From Sarbacane to Positive User: a rebrand with European ambitions
Founded in Lille, Positive User—formerly Sarbacane—has spent more than 25 years in France’s digital marketing space, according to the company. Over that time, it has worked with a range of organizations, including the City of Lille and AFM-Téléthon, a major French charity known for its annual fundraising telethon.
The company’s name change is framed as more than a cosmetic update. In the article, the rebrand is presented as a marker of a broader push to become a major European player in marketing automation, with a product designed to serve a wide variety of customers.
An omnichannel platform built to run campaigns from one interface
Positive User’s core pitch is multichannel integration: marketers can manage email and SMS campaigns alongside WhatsApp notifications, push notifications and online chat from a single, unified interface.
The goal, as described in the article, is to help teams build consistent customer experiences across platforms—extending campaigns beyond one channel and tailoring messages to user preferences to improve engagement and conversion.
Automated customer journeys—without needing technical skills
Another key feature highlighted is the ability to automate customer journeys without advanced technical know-how. Users can set up scenarios such as automated follow-ups after someone downloads a piece of content, like a white paper.
The article frames this as part of a broader “democratization” trend in marketing automation—bringing capabilities once reserved for large enterprises to smaller organizations by simplifying setup and execution.
How Positive User uses AI to segment audiences and optimize campaigns
Artificial intelligence is positioned as central to the platform’s automation strategy. The article says Positive User uses AI-based tools to help marketing teams design and manage campaigns more efficiently, including real-time customer data handling that supports segmentation and targeting.
In practice, the AI can analyze user behavior and generate recommendations about which messages and channels may be most effective. It can also automatically optimize campaigns by adjusting settings based on performance in real time, while offering personalized suggestions intended to improve engagement and conversion.
Europe-hosted data and GDPR compliance as a selling point
Positive User differentiates itself, according to the article, by committing to store and host customer data in Europe. In 2026, it says customer data is hosted on servers located in France and Germany.
The company presents that approach as a way to strengthen protection against extraterritorial demands and to meet corporate expectations around regulatory compliance—particularly under the EU’s General Data Protection Regulation, or GDPR.
The article also describes ongoing security measures, including regular audits and system updates, along with transparent privacy policies intended to keep users informed about how their data is used.
Practical tips the article offers for getting more out of the platform
To use Positive User effectively, the article recommends building strong automation scenarios by identifying key touchpoints in the customer journey and creating personalized interactions based on user behavior. One example: after a visitor downloads a white paper, a company can automate a sequence of email and SMS follow-ups to increase engagement.
The article also encourages experimenting with different content types and channels, then analyzing campaign performance and adjusting scenarios based on the data collected. It suggests adding interactive elements such as pop-ups or forms to drive deeper engagement.
On omnichannel strategy specifically, the article argues that coordinating email, SMS and push notifications in one interface can help create smoother, more coherent campaigns—for example, pairing an email with a push notification reminder tied to an event or special offer.
