Bucherer. Brilliant CRM for impressive jewellery

Merkle brings the excellent service of the Swiss jeweller into the digital world

At a glance

  1. 01The challengeNew CRM for personalized first-class service
  2. 02Our approachSalesforce in action for customers
  3. 03The resultExcellent service can be experienced digitally
BUCHERERCreated with Sketch.
  • Sector

    • Retail & Consumer Goods
  • Disciplines

    • Conception
    • Technical implementation
    • Project management / Agile workflow
  • Year

    • 2018/2019
  • Tech Stack

    • Salesforce Sales Cloud
    • Salesforce Marketing Cloud
    • Datorama
  • Services

    • CRM & Customer Loyalty

The challenge

Aesthetics, tradition and precision: Bucherer has stood for these values since 1888. In the meantime, the Swiss family-owned company has become the second largest luxury retailer in the world. A personal relationship with the customer and excellent service are essential for the jeweller in the digital world as well. Bucherer therefore needs a sophisticated CRM system that creates digital touch points for customers and thus ideally complements the real service. The project is particularly challenging because of the tight time frame.

Our approach.

Agile workflow.

Agile project approach with Scrum.

Analysis & concept.

Based on a qualitative survey, the optimal system for Bucherer customers is created. Continuous user tests ensure the functionality.


Salesforce creates the link between digital marketing and e-commerce.

Excellent service can be experienced digitally.

Integration of end users.

The new Customer Relationship Management digitally supports the relationship between Bucherer and it's customers. Merkle therefore analyzed the customer journeys and the existing CRM in detail in advance. This allows the central requirements of the MVP to be identified – as well as additional functions for continuous optimisation. Even during the development process, our experts carry out user tests with end users. This ensures the functionality and acceptance of the new system.
Im Onlineshop oder in der Filiale: das Serviceangebot von Bucherer ist exzellent

Powerful system with Salesforce.

The Salesforce Sales Cloud is used for the new Customer Relationship Management. Initially equipped with all important basic functions, the flexible system enables a fast development of further features. This turns a functional MVP into a CRM with extensive features. A worthwhile investment for Bucherer: Employees can now access customer information on the move with a flexible system, and changes and new features are easy to implement. Thanks to the new CRM, Bucherer can analyze customer data independently and without great effort.
Über ein digitales Formular können sich Bucherer Kunden einfach registrieren und das CRM-System bündelt alle Daten

Personal service becomes digital.

Excellent customer service is a priority at Bucherer. Since 1888 the jeweller has been offering craftsmanship and advice at the highest level. The new CRM enables exceptional services even in the digital age. Offline and online touchpoints become a unified customer experience. Media breaks between computer and paper are a thing of the past. Instead, customers simply register in the shop by tablet. Ring sizes, ongoing repairs and personal preferences are available with just a few clicks - both for Bucherer and his clients. They decide for themselves which data they provide. You can establish your own contact points and register for various newsletters and events. The CRM is constantly being optimized and thus always offers the best service.
  • employees use the system.

  • for the roll-out.

  • registrations on one day in the test branch.


More success stories

We also make your CRM fit for the digital future.

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany