October 15, 2024

OLYMP Introduces New Customer Relationship Management

OLYMP Bezner KG from Bietigheim-Bissingen (Ludwigsburg district, Baden-Württemberg, Germany) wants to align its product developments as well as communication and advertising measures even more precisely to the needs of the various target groups in future. To further professionalise interaction with end customers, a new customer relationship management (CRM) system has now been successfully installed.

The points of contact with the various customer groups are becoming increasingly complex, diverse and digital. As part of its omnichannel strategy, OLYMP has therefore set itself the goal of further networking the various communication and sales channels online and in-store. By consistently focusing on existing and potential buyers, all processes for building and maintaining customer relationships can be optimised and existing potential in the direct-to-consumer (D2C) business can be exploited in the best possible way.

Kai Graf, OLYMP Managing Director for Sales, says: ‘As a brand, we want to be even closer to our end customers, engage in more intensive dialogue with them and inquire more actively about their attitudes and opinions. On this basis, we can communicate with our loyal and future brand fans in a more personalised and targeted way across all touchpoints and curate offers in line with their needs. The successful completion of the CRM project is therefore another milestone in our ambitious corporate strategy.’

OLYMP has opted for a CRM solution from Salesforce, the world's leading CRM provider. The use of the Service Cloud and Marketing Cloud gives all departments a 360-degree view of the customer, whose purchasing histories, preferences and needs from the company's own retail and online sales can be seamlessly linked and analysed. Data analysis using predictive artificial intelligence (AI) enables behavioural patterns to be identified, results to be predicted and communication content to be specified. In this way, the quality of advice can be increased and purchase recommendations can be made even more customised.

At the same time, the information is continuously enriched with the respective preferences in terms of media use, shopping location, clothing style, purchasing criteria, willingness to pay, need for advice or exchange behaviour. In the interests of data avoidance and resource conservation, only the data that is relevant for the respective purpose is collected.

OLYMP Bezner KG from Bietigheim-Bissingen near Stuttgart is the market leader for shirts in Germany. In addition, the high-quality clothing range, which includes not only business shirts but also leisure and gala shirts, knitwear and accessories, is sold in more than 40 countries worldwide. In the past financial year, OLYMP was able to increase sales slightly compared to the previous year despite the persistently difficult conditions. The revenue generated totalled EUR 229 million in 2023.