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Retail and CRM
Retail CRM and Process Management

Date

The Case

Industry: Appliances, electronics and home hardware retail

Business model: B2C

Company dimensions: 20 mil, 25 employees 

Company type: trading company, Limited partnership, 20 years’ history

The Situation

Physical stores are still important for client’s experience as they like to visit stores, get confidence with products and find other products. E-commerce is a growing market (in 2019 >12 % of the total turnover expected > 20% in 3 years).

Customers have a loyalty card that they use quite regularly for in-store purchasing, the company has an ERP in place that connects cards and special offers, prices, what the client has bought, and several information over the customer relationship over the years.

The company is also used to run email campaigns against clients under purchasing parameters (cross-selling) and under type of client and purchasing history (cross-marketing).

The company is also providing services of assistance over many appliances and is used to communicate with clients via voice calls, SMS and emails.

The Procedure

All the previous activities were run manually: selecting audiences of clients who purchased some products within a timeframe and launching an email and postal mailing campaigns to offer other products/services (cross-selling). Success rate 12%.

Cross-marketing campaigns are mainly focused on creating awareness over other branches and product lines that the clients hadn’t bought but could be relevant to them (new parents, young people moving home etc.)

Retail process management

The Need

The company’s system missed a CRM approach, the organisation felt they could dramatically improve their effectiveness by enabling employees to become more efficient: achieving even better results with fewer resources.

The ERP is mainly about accounting and sales reporting, a package by the vendor could include a CRM functionality, but the client has evaluated a better solution to rely on a truly CRM focused service. 

The requirements were to develop a CRM that is able to integrate data from the ERP, put those data available for the sales and marketing teams in order to automate many procedures; keep data up to date, and provide tools for manual procedures like assistance but also automating communication to clients.

The company required to integrate a collaboration platform, SweetHive, for managing communication between employees over business topics such as sales, marketing and projects. The collaboration platform also provides an environment where to render sharing pages like Business Intelligence (using PowerBI) and other tools. The requirement was also to Integrate the CRM into SweetHive.

The Solution

We implemented a solution based on NINOX DB, a LowCode technology that allows us to perform projects faster, connect easily any software and is totally flexible about use and features.

The CRM based on the Ninox DB got a specific integration via API to SweetHive and Ninox developed under Integromat. The reason was to make it available for more ERP solutions, but also to keep control of the connector by using Integromat features.

Integromat is an API connection platform, also under LowCode technology, that dramatically improves control of the connection between different software, using it with Ninox, it eases any required alteration during and after the project.

The CRM solution based on Ninox has been developed for 10 users with different roles and responsibilities empowering them in communicating via SweetHive and accessing CRM functions, procedures, data reporting and business intelligence in one tool.

The project has been delivered on time and the analysis of performance improvement is under evaluation, but we can report that every manual procedure is now automated, from audience selection (based on purchasing type) to messaging (campaigning or direct messaging), till business intelligence and reporting view, everything available under the collaboration platform.

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