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Migration from country CRM to EMEA CRM platform
Sector of activity
World leader in cosmetics
Project background
In an omnichannel context, with 23% of sales made on the Web, customer delivery is a major challenge for increasing sales. Today's customers are not satisfied with the delivery and service experience offered by the retailer.
- A major international cosmetics group wants to generate more than 20% of its sales online. To achieve this objective, one of the levers to be activated is CRM.
- IT EMEA has developed its CRM, and has already migrated some countries to this solution.
- Strongly encourages the remaining countries to use the EMEA CRM in order to mutualize upgrade and maintenance costs, but also to harmonize usage and ensure that best practices are followed.
- Launches a complete overhaul of its platform to move to more robust and innovative technologies
Approach / Results
Our approach
Univers Retail was in charge of managing the migration:
- Establishment of regular rituals with impacted teams (kick-off, copil, coproj), coordination of EMEA and country IT teams (digital IT and agencies)
- Identification of existing GAPs between local solutions, the legacy EMEA platform, and the target EMEA platform. Definition of action plans for these gaps
- Data analysis in existing systems, definition of customer identification rules
- Definition of a 2-month deployment plan, partly on the legacy platform, analysis of migration KPIs and action plan
- Training agencies to create/update brand campaigns on Adobe Campaign
Our results
Migration delivered on time, despite CRM platform overhaul
- 2 brands deployed in the Nordics
- 16 brands deployed in the UK and Ireland
- 5 million UKI contacts migrated to EMEA CRM
- 180 triggers redeveloped in Adobe Campaign
- Local agency training