Insights

In a sector shaped by shifting consumer expectations, omnichannel complexity, and margin pressure, retail companies face the challenge of delivering consistent, personalized experiences while maintaining operational efficiency. Our work across multiple retail clients has centered on building capabilities in Customer Relationship Management (CRM), enhancing Customer Experience Management (CEM), and driving long-term value through strategic repositioning.

Building CRM Capabilities for Scalable Growth

In several transformation engagements, we supported retail chains in evaluating and reconfiguring their CRM systems. The goal was not merely to digitize communication but to build integrated customer intelligence platforms that enable segmentation, behavioral targeting, and lifecycle-based engagement. By aligning CRM architecture with loyalty program mechanics and POS data, our clients were able to unlock deeper insights into purchasing behavior, increasing repeat sales and customer retention rates by up to 20%.

We also guided executive teams in the selection and implementation of modular CRM tools tailored to their digital maturity, enabling rapid deployment without compromising scalability. In some cases, we developed predictive churn models and dynamic campaign flows, ensuring personalized engagement across all touchpoints—from in-store service to post purchase reactivation.

Designing Customer Experience Journeys That Convert

While CRM structures the "how" of customer interaction, CEM defines the "why" and "when." Our approach to Customer Experience Management integrates data-driven journey mapping with frontline operational alignment. Working closely with retail leadership, we redefined value propositions across the customer lifecycle—from brand discovery to in-store conversion and service recovery.

In one project, we identified critical drop-off points in the customer journey that were costing the client over €10 million in annual lost opportunities. Through friction audits, employee shadowing, and digital channel optimization, we co-designed interventions that increased NPS scores by 15 points within six months. Moreover, we helped embed a voice-of-the-customer (VoC) program, enabling real-time feedback loops that inform both tactical responses and long-term product development.

Strategic Repositioning for Resilience and Relevance

Beyond operational improvements, our advisory support often includes broader strategy design—helping retail clients reassess their market positioning, channel mix, and expansion strategies in light of macroeconomic shifts and consumer behavior trends.

In a recent engagement, we partnered with a fashion retailer to recalibrate its go-to-market strategy after stagnant revenue growth. Our team conducted a multi country opportunity assessment, evaluated store-level profitability, and co-developed a customer-led market entry framework. The result was a three-year roadmap that prioritized high-margin segments, rationalized store footprints, and integrated e-commerce into core business planning; resulting in a projected EBITDA uplift of 11%.

A Unified Approach to Retail Excellence

Our experience in the retail sector has consistently shown that CRM, CEM, and strategy are most effective when treated as interconnected levers, not siloed initiatives. By harmonizing technology, experience design, and business model transformation, we've enabled our clients to move beyond transactional thinking and build truly customer-centric, data-enabled, and strategically resilient retail organizations.

As consumer expectations continue to rise and disruption becomes the norm, we remain committed to helping retail leaders navigate uncertainty with clarity and turn complexity into competitive advantage.