Our enterprise noticed an increased effect of direct marketing. The marketing investment became measurable, and at the same time we achieved an important competitive advantage in the market.

THE CLIENT

The company is among the largest and most recognized fashion retailers in Southeast Europe. In addition to acting as a franchise for foreign brands, this international company successfully brings forward its own concepts of development and trade.

The company’s vision is to offer a complete lifestyle range with collections of fashion brands, as well as hospitality and tourism. Diligent work of employees, a well-considered selection of brands and investment into top locations enable the company to transform shopping into a unique experience. It sees its mission as bringing fashion closer to the buyer in a way which allows them to form a unique own dressing style.

The company is aware that customer confidence can only be gained with dedication to the fashion mission, where the knowledge of the local market is key.

THE ISSUES

XCRM allows the company to get to know its buyer (cardholder) in detail, as all purchase and sale processes are managed systemically and are simultaneously adapted to new findings.

XCRM means simultaneous monitoring and analysis of the results of marketing and sales activities, monitoring sales by location, adapting ranges to markets, and organizing push-up activities. In this way, the system can meet the specific requirements of fashion trade in one spot.

WHY XCRM

XCRM allows the company to get to know its buyer (cardholder) in detail, as all purchase and sale processes are managed systemically and are simultaneously adapted to new findings.

XCRM means simultaneous monitoring and analysis of the results of marketing and sales activities, monitoring sales by location, adapting ranges to markets, and organizing push-up activities. In this way, the system can meet the specific requirements of fashion trade in one spot.

THE SOLUTIONS

XCRM met the needs of the company with these modules and solutions

• A user interface, divided into two levels, an administration CRM for the office, and a card CRM to activate new cards at the point of sale
• A module to prepare and manage campaigns, promotions and other marketing activities
• An analysis module to analyze all sales results, monitor inventories, assess marketing actions and prepare target segments for campaigns
• Parsing and combining all existing data into a unified system
• A clear definition of buying charts and systemic administration of business policy for purchases within the amount classes of purchase(s)
• Monitoring and analysis of customer behavior, segmenting based on perceived behavior patterns, and adapting ranges to individual segments in local markets
• System support for the introduction of various discounts (for current purchases, loyalty, VIP and campaign discounts)

• Summing up purchase amounts in multiple currencies in branches across multiple countries
• Targeted customer addressing to increase sales and decrease inventories
• Monitoring proportions between the sales of individual items and the inventory situation to redistribute inventories to locations with higher demand
• Insight for cardholders into data and purchases on the club website
• Planned and targeted promotion of individual sales segments or brands
• Systemic support for the entire customer relationship management, marketing, sales and analytics within the unified system ensuring current and logically connected data from various integrated modules.

THE RESULTS

After the introduction of XCRM, the company has noticed an increase in the number of new cardholders, as the cardholders club is now more transparent, and especially an increase in the number of active cardholders and customer loyalty due to special actions, organized club events, the redesign of the cardholder club and the transparency in customer management.

The parsed and enriched data helped the company to establish more efficient customer profiling and consequently a better aimed addressing. The customer satisfaction has increased as the company adapts special offers with localized and timed promotional and push activities. The result are better sales.

The accurate recording of inventories and the efficient redistribution of items to locations with a higher demand have resulted in a significant decrease in operational expenses and have allowed for maximum flexibility to adapt ranges on offer to the characteristics of local markets.

Systemic sales support across markets in several countries with different purchase cards, currencies, languages and character sets used allows the amounts of the cardholder’s purchases in any of the seven countries to be summed up.