Franck, a household name in Croatia with over 132 years of heritage, is setting new industry standards as one of the first FMCG brands in the region to implement a “Direct to Consumer” strategy using Salesforce CRM and Marketing Cloud.
This strategic move, supported by the Agilcon team’s expertise, has revolutionized Franck’s approach to consumer engagement by transitioning from broad, impersonal messages to highly customized, meaningful communications. With the introduction of the Franck Loyalty Club as part of its complete CRM strategy, the brand is generating deeper connections with customers by offering experiences that resonate with their individual needs and preferences.
The shift has not only reshaped Franck’s brand experience but has also led to a 57% increase in webshop traffic and a 35% rise in sales at Franck Experience Store in Zagreb.
At AdriatiCON 2024, Kristina Krajančić, CRM Marketing Administrator at Franck, provided practical insights into Franck’s approach to enhancing customer experience and overall business efficiency.
Strategic Implementation of Salesforce
Franck has a fantastic 80% loyalty rate among Croatian consumers. Yet, resting on its laurels is not Franck’s way. They were aware of the importance of timely adopting new technologies to avoid missing opportunities that are hard to recover. In partnership with Agilcon, this transformation began with clear goals and expectations set during the kickoff phase. It continued through detailed planning in the blueprint phase, where functional and technical specifications were defined.
The success of the implementation depended not just on deploying new systems but also on the ongoing support and adjustments provided by the Agilcon team, proving that continuous partnership is crucial for maintaining a system that functions and excels.
Why Salesforce Was the Right Choice for Franck
The shift to Salesforce CRM and Marketing Cloud moved Franck from generic communication strategies to highly personalized interactions, where every customer action is tracked and analyzed. This level of customization means tracking and analyzing every click, every purchase, and every customer preference to tailor marketing efforts specifically to individual needs.
Salesforce has been a standout choice for Franck for multiple reasons:
- It has centralized data management through its CRM system, which integrates with Franck’s Marketing Cloud to provide a 360-degree view of each customer. This integration facilitates detailed analysis of every customer interaction, allowing Franck to customize experiences to meet individual needs.
- Salesforce Marketing Cloud has opened the door to advanced customer segmentation based on behavior and interests, moving beyond a one-size-fits-all customer approach. Franck now addresses its customers in smaller, more precise segments, enabling the delivery of timely and relevant messages.
"Before Salesforce, our understanding of customers from the "Direct to Consumer" channels was seriously limited. We couldn't accurately differentiate who our customers were, what they were most interested in, or what they specifically bought. Today, we can tailor communication to each customer and truly understand their needs with Salesforce CRM and Marketing Cloud. Most importantly, we recognize and reward our loyal customers."
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From Click to Loyalty: Maximizing Customer Engagement
Franck has recognized the extensive benefits and possibilities offered by Salesforce CRM and Marketing Cloud, leading to the strategic decision to launch the Franck Loyalty Club. This decision was driven by Salesforce’s ability not only to track but also to anticipate the needs of its customers.
From the moment a customer registers on the webshop, whether as a guest or a member, they are introduced to a world of benefits that extend across both digital and physical storefronts. This seamless integration of the customer journey enhances engagement and loyalty, with dynamic and personalized email content reflecting individual customer preferences and behaviors.
Overcoming Implementation Challenges
No major IT transformation comes without challenges. Franck anticipated internal resistance to new technologies, a common issue in digital transformations. However, by involving all departments from the start and prioritizing continuous education, Franck integrated these solutions smoothly, demonstrating that early and inclusive planning is key to successful digital overhauls.
Results and impact of Franck Loyalty program
- Increased Webshop Traffic: Franck experienced a 57% increase in webshop traffic in 2024 compared to 2023.
- Boost in Sales: The introduction of digital initiatives led to a 35% increase in sales at their experience store in Zagreb.
- Enhanced Loyalty: Moreover, their loyalty program, powered by Salesforce, dramatically boosts their sales, showing that customers aren’t just satisfied—they are engaged and loyal, with 70% of webshop revenue coming from loyalty program.
- Operational Efficiency: Integrating advanced CRM tools allowed Franck to understand better and predict customer behaviors and preferences, enhancing their ability to deliver personalized marketing and communication. One of them is that the email open rate has been impressively high, confirming that the content they send has real value.
Looking to the Future
Looking ahead, Franck plans to further enhance its direct-to-consumer channels and explore new subscription models, a significant move considering today’s trend towards subscription-based purchasing. This ongoing digital strategy aims to meet and anticipate customer needs, ensuring Franck stays at the forefront of the consumer goods sector.
Final Sip
Franck’s journey with Salesforce underscores the transformative impact of digital solutions on customer relations and operational efficiency. Here are the key lessons learned:
- Data-Driven Decision-Making: At the core of Franck’s success is the strategic use of data to enhance customer interactions and drive business decisions.
- Personalization at Scale: By leveraging Salesforce, Franck delivers personalized customer experiences that drive loyalty and satisfaction.
- Agile Business Practices: Integrating advanced technologies has allowed Franck to remain agile and responsive to the evolving market demands.
"Salesforce has changed how we connect with our customers and laid the foundations for future growth and innovations."
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