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Retail

International Italy-based group in collectible stickers, trading cards and comics publishing, selling mainly through indirect channels and about 20 e-commerce sites.Revenue: ~ €1.5B

CRM Strategy

CRM organisation and strategy for an international collectibles and publishing group selling mostly through indirect channels, moving from a product-centric view to one built around its direct customers.

Services

Support

  • Advisory / Strategy
  • Solution design

Goal

Define who owns CRM and digital engagement, then build a strategy and a three-year roadmap covering people, processes and data, starting from a customer base with no single view.

Approach

Interviews and an as-is and to-be RACI along the funnel shaped a new CRM role; then funnel, customer base and email analyses, lifecycle segmentation, a registration UX review of 50 items, benchmarks and team training.

Results

A dedicated CRM and digital engagement team set up, with 46 initiatives planned over a two-year timeframe.

Who worked on it

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