Migration of a CRM country to the CRM EMEA Zone platform
Sector of activity
Leader 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 over 20% of its sales online. To achieve this objective, one of the levers to activate is the CRM
- IT EMEA has developed its own CRM, and has already migrated some countries to this solution.
- Strongly encourages the remaining countries to use CRM in the EMEA zone, in order to share the costs of upgrades and maintenance, 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
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 platform overhaul CRM
- 2 brands deployed in the Nordics
- 16 brands deployed in the UK and Ireland
- 5 million UKI contacts migrated to CRM EMEA zone
- 180 triggers redeveloped in Adobe Campaign
- Local agency training