Our work speaks for itself.How a Luxury Retailer Streamlined Operations, Data, MarTech and Loyalty to Enable Personalised Experiences With RevOps and HubSpot
Transform | Innovate | Grow | Data Science | Segmentation | Strategy | HubSpot | Integration | Customer Engagement
A luxury retailer was struggling to align their first party data, MarTech and revenue operations. They had the technology in place, but the infrastructure was poorly configured resulting in poor first party data quality, fragmented platforms and integrations, and a lack of foundational process and governance across marketing, sales and service.
At the centre of it all was HubSpot, the platform designed to bring everything together. But without the integrations, processes or governance to make it work as intended, the technology at the heart of the business wasn't actually doing its job.
Their goal was to create a single customer view to enable personalised, high-touch experiences their high-value customers expect. To deliver on this, platform utilisation and functionality needed to improve, foundational configuration issues within the system needed to be fixed, and faulty integrations with their ecommerce, ERP platforms, and new phone system needed resolving.
This would enable them to build a robust, automated customer engagement framework using their first party data and streamline their operations - all to deliver more personalised and seamless experiences.
The Problem
The retailer was facing a series of challenges with their existing HubSpot setup, which were hindering the efficiency of their operations:
Disconnected Systems: Their ecommerce, ERP, sales, marketing and service tools were not integrated properly, leading to poor data quality, misaligned data definitions and taxonomy. The lack of centralised data made it difficult for teams to collaborate and access the same information creating inaccurate reporting and analytics, an inability for personalisation and automation and poor customer experiences.
Poorly configured HubSpot: While HubSpot had been implemented, the platform wasn’t configured to suit the retailer's unique needs. The system was disjointed, lacked process, and along with integration issues with the ecommerce platform, customer data wasn’t structured in a way that would allow the retailer to leverage it for creating a single customer view or an effective loyalty program.
Missing Processes: Critical foundational processes, particularly around customer lifecycle, customer service workflows and marketing automation, were missing. Without these, the system couldn’t be fully optimised to support the business’s objectives.
Fragmented Customer Experience: Sales, marketing, and customer service teams weren’t aligned, and there was no unified view of the customer, including orders, returns, customer service tickets and engagement channels (phone and email). This made it challenging to engage customers across different touchpoints.
Loyalty Program Design: The retailer had not yet defined a loyalty program or designed a framework for it. They needed an automated scoring system to identify high-value customers, deliver personalised experiences, to increase customer lifetime value and customer retention.
The Solution
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We started by conducting workshops with key stakeholders across sales, marketing, and customer service. These sessions focused on understanding the retailer's current CRM and customer engagement strategy, their pain points, and their platform specifications. We reviewed customer service workflows, order pipelines, and how email marketing was being handled.
Data Capture Enhancements: Revamping the website’s lead capture forms and marketing consent permissions to ensure that we could engage with prospects effectively.
Lead Scoring & Routing Framework: Designing a new framework to identify hot, warm, and cold leads, enabling personalised communication and prioritisation based on customer journey data.
During this phase, we also spoke with other vendors to better understand how the existing integrations had been set up and where improvements were needed. By the end of the workshops, we had a comprehensive understanding of their systems and processes, which we documented alongside a set of recommendations for moving forward. This included a loyalty framework and scoring system to identify high-value clients.
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With a clear understanding of the retailer's needs, we moved to designing the system and processes. This stage involved defining the customer journeys, creating workflows, and ensuring HubSpot was configured to support the right data tagging and segmentation.
We focused on optimising customer service desk management, building a smooth order pipeline, and integrating the loyalty program with HubSpot. This included designing a client tier scoring system, setting up ticketing workflows, and automating communications to ensure customers received the right level of attention based on their engagement.
The outcome was a detailed process design document, which outlined the system architecture, integration plans, and specific process improvements.
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In the final stage, we began implementing the designs directly within HubSpot. We set up custom properties, sales pipelines, ticketing systems, and automated workflows.
We worked on refining the retailer’s email templates to ensure all communications were personalised and aligned with the brand’s identity. Our team developed custom email templates and landing pages that were visually appealing and seamlessly integrated with HubSpot’s CRM.
We also integrated the retailer's telephone system with HubSpot, ensuring customer calls were logged directly within the CRM, creating a more comprehensive view of customer interactions.
To fully benefit from their optimised HubSpot CRM, we encouraged the retailer to adopt the new workflows, segmentation strategies, and customer service tools we had set up. By leveraging HubSpot’s automation capabilities, they could deliver more personalised experiences, optimise their loyalty program, and streamline internal processes.
Outcomes
The results of this transformation were immediate and impactful:
Unified Customer Data
HubSpot now serves as the central hub for all customer data, integrating sales, marketing, and customer service. This provided the retailer with a 360-degree view of each customer, improving internal collaboration and creating a seamless experience across all touch points.
Streamlined Customer Service
With the customer service desk now fully integrated and new service operations created, the retailer could manage and resolve customer queries more efficiently. Automated workflows, internal notifications and integrated VOiP led to quicker response times, improving overall customer satisfaction.
Improved Marketing Engagement
The retailer’s email marketing and push notification efforts were revitalised. With personalised, automated campaigns that align with the customer journey, they saw higher open rates, click-through rates and conversion rates in campaigns.
Optimised Loyalty Program
By integrating the loyalty program into HubSpot, the retailer was able to offer targeted rewards and personalised incentives, increasing customer lifetime value, retention and loyalty.
Accurate Analytics & Reporting
With custom reports and dashboards, the retailer could easily monitor the effectiveness of their CRM and loyalty program, enabling data-driven decisions and further optimisation of their customer engagement strategies.
The optimised HubSpot CRM system has become a central part of the retailer’s operations. It supports customer service, marketing, and sales, paving the way for continued growth and success.
This case study demonstrates how a properly configured HubSpot CRM can transform customer relationship management for a luxury retailer. By integrating systems, automating workflows, and personalising customer engagement, the retailer was able to improve internal processes, enhance customer experiences, and drive greater business results.