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
Goal: Retail CRM and Process Management implementation
The Situation
Physical stores are still important for clients’ experience as they like to visit stores, gain 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 some information about 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 also provides services of assistance over many appliances and is used to communicate with clients via voice calls, SMS, and emails.
The Procedure to Retail CRM and Process Management
All the previous activities were run manually: selecting audiences of clients who purchased some products within a timeframe and launching 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.)
The Need
The company’s system missed a CRM approach, the organisation felt it could dramatically improve its 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, make 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 was 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 to 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, 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 to communicate via SweetHive and access CRM functions, procedures, data reporting, and business intelligence in one tool.
The project retail CRM and process management was a success, it 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.