Third-largest listed shopping center company in continental Europe, Carmila was created by Carrefour together with big investors with the aim of enhancing the value of shopping centers located adjacent to Carrefour hypermarkets in France, Spain, and Italy.
Its portfolio consists of 202 centers, partly leaders in their area of influence, which benefit from the Carrefour brand and a loyal and regular customer base.
The Database looks fragmented with little information.
Communication via mail & SMS is not optimized.
Forms are not properly organized for data collection, with no common input line.
Centralize the company's database and better profile it for marketing activities.
Communicate to their customers/potential customers: promos, events and initiatives.
Connect the entire lead generation infrastructure directly to Salesforce.
We performed targeted analysis on the client's database by optimizing the information.
We cleaned all lists and aligned the CRM to import master records: the database was cleaned of any dummy contacts, the information was filtered, and the database was segmented by Shopping Center and Region.
We performed this import through Data Loader considering the large amount of data. Now the client boasts:
A database aligned and updated to its Business Model.
Custom fields for the profiling done on site in the shopping centers.
Full independence in management thanks to the training provided.
Based on the project's objectives and the company’s characteristics, the project team identified the best implementation solutions to fully leverage Salesforce’s capabilities.
Sviluppiamo il progetto in SAL settimanali mantenendo un costante allineamento con il cliente per consentire feedback veloci e diretti durante tutta l’evoluzione progettuale.
We developed the project through weekly SALs (Status Update Meetings), maintaining constant alignment with the client for quick and direct feedback throughout the project’s evolution.
After implementation, we created comprehensive project documentation to ensure that all users could easily understand and follow the implementation logic.
Upon project completion, we conducted an extensive training session on using Salesforce tools customized to the company’s needs.
Sales Cloud
Sales Cloud offers all the necessary tools to manage the business. It enables lead generation, managing ongoing sales opportunities, nurturing relationships with existing accounts, forecasting revenue, setting sales territories, and organizing sales teams.
Marketing Cloud
Marketing Cloud is a fully featured platform that allows the creation of customized campaigns, accurate audience segmentation, workflow automation, and campaign performance analysis. By integrating multiple communication channels, it enables improved customer engagement and retention, supporting effective collaboration among marketing teams.
Database Analysis
Analyze the entire Customer Database and segment audiences by Shopping center and Region.
CRM Setup
Prepare CRM for master data entry: custom fields and objects, sections and profiling.
Data Import
Import all cleaned and updated data into Salesforce through Data Loader.
MC connection
Setup Marketing Cloud environment with Salesforce and subsequent syncronization of all master data imported in Step 3.
Flow Creation
Manage internal notifications as a new Lead arrives. Creation of vertical flows to the business communication.
Form Linking
Link all clean and optimized forms for data collection directly to Salesforce.
We built the infrastructure for data entry, for both Retroactive Database and Lead Generation.
Custom fields and objects:
we created several custom fields and objects for Database profiling.
Multiple forms connection:
we connected all WordPress forms directly to Salesforce and significantly improved the input data genuineness.
MC Connector
Connect Marketing Cloud to Salesforce and synchronize the entire DB imported into CRM.
Segmentation
Segment audiences by gender, interests, region, shopping center and age.
Template Creation
Design email communication templates based on shopping center. Each shopping center has a different footer.
Mobile Studio
Start the SMS sending machine. Adhere to Marketing and GDPR Best Practices. Align all master records through Mobile Country Code.
Journey Creation
Realize multichannel Journey with email & SMS communications for segmented database. Schedule all mailings through Editorial Calendar.
Campaign Reports and Training
Report all email and SMS KPIs through Intelligence Reports. Train client to independently operate on Marketing Cloud.
We designed 12 different communication templates divided by Shopping Center.
Communication Templates:
We created different templates with dynamic footer and created Vertical and Multichannel Marketing flows.
Managed more than 200,000 records:
We managed, cleaned and optimized more than 200,000 records between customers and potential customers
The Tech team supported Carmila in creating impactful communications through Journey Builder, reactivating a previously inactive portion of the database.
In this way Carmila can reach its audience through Mailing & SMS, and better promote its initiatives.
Finally, through intelligence reports the client is finally able to visualize all the KPIs of its Marketing activities, both on Mobile Studio and Email Studio, directly from Marketing Cloud.
The Tech team helped Carmila in centralizing their master data by managing them more effectively.
The Database was segmented and custom fields and objects were added specifically for Carmila's Business Model.
The interface was completely customized for Carmila. The platform was customized step by step with the customer.
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