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The existing IT landscape was characterized by many different third-party systems. These were linked to each other in a complex manner via interfaces and system integrators. For evaluations, data had to be manually compiled and combined from different applications.
The goal was to introduce an IT platform as a central hub for all customer data, automated and customer-oriented communication, and to strengthen customer loyalty with the help of a customer portal including ETERNA FANCARD (customer loyalty program).
Through multi-channel communication along the customer journey, a consistent perception of the brand should be achieved with the customer. The integration of the online store, POS system and ERP was not to interfere with the ongoing day-to-day business.
The Salesforce platform was introduced as the central system. Customer data is collected in the Sales Cloud, and customer communication takes place via the Marketing Cloud. A new customer portal was introduced with the help of the Community Cloud.
The new setup enables a 360° customer view for all departments. By automating and increasing the relevance in communication, a higher efficiency could be achieved.
The expansion of the loyalty program allows customers to collect e-shirts and redeem vouchers in ETERNA retail stores as well as in the online store, providing a seamless shopping experience.
The new customer portal is also directly integrated into the online store and guarantees that the customer himself has access to all his information, including, for example, master data, purchases, product preferences and collected points.