CRM analysis. The importance of clients knowledge in the retail luxury market

CRM is a fast moving field thanks to digital, and information system which enable to collect and analyze more and more data. Besides, CRM is becoming key to improve profitability because the conservation cost of a client is much more lower than recruiting cost. In this context, many companies, particularly in tech and luxury are looking into their data in order to understand their clients and get the best from them. All along the six months I spent at Berluti, one of the leader of men luxury market, part of LVMH Group, I worked within a small and agile team, to develop many tech and digital projects related to CRM and data analysis. Berluti owns a very good CRM architecture based on Salesforce.com, I have worked on it by creating many new parameters and fields based on small algorithm. I also worked on data quality process. Besides, I followed Salesforce Marketing Cloud integration, a solution aimed at creating, managing and analyzing SMS and e-mailing campaigns. Finally, I wasin charge of the development of two CRM applications (one for retail team, one for business intelligence) : from the specifications, to developpement follow-up, tests and users training. All those tools, as well as data quality are mandatory to achieve relevant analysis. During my internship, I created a Dashboard, aimed at delivering a clear monthly view of retail trends and clients’ purchase behaviours. Besides, I carried out many ad-hoc analysisfor marketing, finance or supply chain departments. Those various analysis have been achieved using a lot of statistical tools and concepts. Finally, I worked together with Operational CRM in order to refine their actions, to improve targeting of campaigns, and to analyse results in order to deliver the best content to the right client at the right time. At the end of my internship, I have been hired by Berluti in the same team. Thus, I am still working on an ambitious e-commerce project which must offer state-of-the-art services to our challenging clients.