Case Study
CRM & Omnichannel eCommerce Strategy for Pinalli
An omnichannel experience across physical and digital touchpoints and improve data exchange between different systems
Where: italy
Where: italy
Challenge
Pinalli, the first perfumery chain in Italy and the third overall in the country, was founded in 1984 in Fiorenzuola d'Arda (Piacenza). Since 2020, Pinalli has been on a digital transformation path aimed at improving the omnichannel customer experience. Once defined as AS-IS, the goal of Engineering was to help Pinalli optimise and make its processes more efficient in order to pursue an omnichannel strategy.
Approach
Leveraging Engineering competences, we proposed a TO-BE scenario based on the latest and appreciated technologies (such as Cloud & CRM). By working on the architecture, we were able to deliver a highly digitalised and automated solution that meets the customer's needs in terms of omnichannel strategy.
Solution
The project mainly focused on analysing the data exchange between eCommerce, physical shops (Cegid) and beauty stores.
The goal was to create an efficient ecosystem composed of: a Customer Data Platform (Azure) capable of collecting and sharing data from all touch points; a first version CRM to manage the loyalty system and basic customer service requests; BI for dashboards and reports; Live TV, to boost interactions and sales; a new eCommerce; a PIM /DAM to manage product information and digital assets; a OMS, to manage orders and returns.
A second wave is planned with the aim of adding some core features such as a strategic CRM, customer service and marketing automation to improve CX.
Results
Increased Business decision capabilities and processes automation
Increased Data Management capabilities
More coherent communication through different channels (Omnichannel strategy)
Integration between physical and digital stores
Impacts
Technologies
AI & Advanced Analytics
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The power of big data leads services, products and processes to a higher level of "intelligence".
Cloud
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Intelligent Ecosystems for a Cloud Strategy.
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