Global Vertical Retailer of Optical and Hearing Aids

Omnichannel CRM marketing strategy based on customer lifetime value: Rapid customer acquisition and retention, measurable marketing activities and increased sales.

TFN

2020

CRM

Industry

Consumer Goods

Project Category

C1 - CRM

Website

Starting Point, Goals & Outcomes

OMNICHANNEL STRATEGY FOR NEW ONLINE STORE

With the launch of the first online store in 2020, a new digital sales channel was established for a renowned German consumer goods retailer within a very short time to complement the traditional store business and initial e-commerce offerings.The main objective was to develop a long-term Omnichannel CRM Strategy. Building a modern marketing tech stack and enabling the internal teams resulted in a strong CRM unit that has continued to successfully build the online business.The advantages of the solution approach:- Cost transparency- Measurable marketing activities- Good controllability of all channelsThis has created a strong basis for developing the e-commerce business into a relevant and fast-growing sales channel within the company.

47 DATA RESOURCES

15 MARKETING CHANNELS

35 TFN EXPERTS

2 ATTRIBUTION SYSTEMS

"Building the omnichannel CRM strategy felt like connecting two worlds, the heritage of a trusted retail brand and the agility of digital commerce. By integrating data, technology, and people, we created transparency, measurability, and control across all channels. With that, we laid the foundation for a thriving online business."

Thomas Haschke

CRM Expert TFN

Approach

Simulate, integrate and optimize data-driven marketing performance
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CRM and marketing experts from the TalentFormation Network applied an iterative, data-driven approach to build a realistic customer lifetime value model and optimize marketing performance. Starting with simulated data, the team gradually integrated real insights to refine accuracy and improve decision-making.

Using modern marketing and analytics tools, they enabled efficient data management, attribution, and cost control across channels. This approach established the foundation for measuring and improving performance across online, offline, and omnichannel sales.

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Simulation

The team began by modeling customer lifetime value based on simulated assumptions to establish an initial analytical framework.

Integration

Real customer and transaction data were gradually incorporated to replace assumptions and increase model accuracy.

Continuous optimization

Marketing channels were continuously tested, analyzed, and refined to maximize performance and decision quality.

The TalentFormation Factor_

The TalentFormation experts have many years of experience in CRM-based marketing and the successful development of future-proof omnichannel marketing. The use of external experts enables a much faster implementation of marketing tech projects.

Through enabling and internalization, know-how and project knowledge are transferred directly to the internal customer teams so that the company can continue to expand its success independently of TalentFormation.

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