How Sugar CRM helped a luxury watch brand create Omnichannel distribution to provide exceptional customer service.

Transparency and visibility of products, sales and stock

Sugar CRM helped a global luxury brand of watches, wearables and accessories empower their partners, all 4200 of them worldwide to get on top of the sales and service cycle. They continued to deliver exceptional service in spite of Covid 19 restrictions, because Sugar CRM provided them access to product information, improved sales performance tracking as well as enhanced visibility to stock position and order status.

Harnessing the power of Omnichannel Product Distribution

With footfalls to physical stores reducing, and online purchases becoming the norm, especially during unanticipated situations like Covid 19, it made a lot of sense for a luxury brand to embrace the idea of omni-channel distribution. The intent was to implement a robust CRM such as SugarCRM to enable customers to have a seamless purchase experience between retail and online stores.
The brand could now offer its sought-after products (watches and accessories) across ecommerce platforms as well as luxury brand stores and allow the customer the convenience of selecting the store from where they would like to collect their purchase.

ERP for Customer and product information

The luxury brand used Sugar CRM implementation to create a B2B partner portal for resellers to access product catalogue and manage orders and customer service. In addition, they created a customer self-service portal to approve service cost, make payments and view service progress and completion. An ecommerce site was also created to encourage online purchases.

Holistic engagement across marketing, sales and service

By creating a master data of products, stores, customers, orders and location maps and mapping it to transaction status such as stock availability, purchase history, optimal inventory level and customer service, Sugar CRM enabled marketing, sales and service organizations to seamlessly interact with each other to provide an exceptional customer experience.

Orders from online portals, call centers and agents, and from partners through a custom portal were collated for a single view across all partners. This also enabled the brand to locate the nearest available store to the customer location and display the options to the customer for a store pick up of purchased goods.

The after-sales function became streamlined through enablement online view of service charges, status of service requests and payment online for service costs.
Marketing campaigns could now be initiated and tracked online, and special campaigns could be created for select customers based on their purchase history and preferences. This again, enhanced the overall customer experience.

Readily available and highly secure system

The centralized Sugar CRM solution improved operational efficiency of sales and inventory and implemented the following technical solutions:

  • Laravel based PHP Framework for customized portal development
  • Multi-layer integration using CSV, API protocols
  • Single-sign-on based user authentication for geo-specific system
  • Load balancer for high performance
  • Database replication for the availability of data and failure protection
  • Cloud implementation for better access and lower cost
  • Highly secure system certified for location-specific regulations

Increased sales and reduced stock-outs

Through the implementation of Sugar CRM, the brand was able to streamline order management through a single view of inventory across stores. Through a single view of sales reporting, they were able to understand the performance of partners, stores and products across countries. An enhanced customer interface led to better customer satisfaction scores around the world.

By choosing to implement Sugar CRM, the global luxury brand has enabled its partners to succeed in a depressed market during the Covid 19 pandemic. This is the power of a robust, customer relationship management system in action that created an omni-channel experience for discerning luxury brand customers.

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