Merkle supports the STEFFL department stores in digital transformation

Replacing the existing CRM system and increasing targeted communication with STEFFL The Club members.


At a glance

  1. 01The challengeSingle point of truth and increase of customer loyalty and affinity to the brand
  2. 02The solutionReplacement of the existing CRM system and implementation of the Sales and Marketing Cloud from Salesforce
  3. 03The result360° view of customers and agile development of data-driven brand experiences
  • Sector

    • Retail & Consumer goods
  • Disciplines

    • Strategy & Consulting
    • Technical implementation
    • Consulting for Customer Journeys
  • Year

    • since 2020
  • Tech Stack

    • Salesforce Sales Cloud
    • Salesforce Marketing Cloud
    • Android/iOs
  • Services

    • CRM & Customer Loyalty
    • Digital Marketing
    • Mobile Apps
    • Digital Strategy

The challenge

Like many department stores, the luxury department stores STEFFL is in a state of flux: in order to remain competitive, it is becoming increasingly important to be close to customers, both online and offline. STEFFL therefore wants a new CRM that will act as a single point of truth and thus store all customer and STEFFL The Club data. Rolled out centrally, it should form the basis for marketing automation. The goal is to increase customer loyalty and affinity to the brand in order to strengthen the customer relationship and become the "talk of town" in the shopping area. Merkle is supporting the STEFFL department stores in its digital transformation.  

Our approach

New CRM as a single point of truth 

We implement Salesforce's Sales (CRM tool) and Marketing Cloud and connect it to the POS, website and STEFFL app. The CRM acts as the single point-of-truth for STEFFL The Club data – on- and offline.

Merging digital and in-store experiences

Tablets installed in the STEFFL store simplify registration in the digital club and offer attractive benefits to customers.

The result

From the watering can principle to an individual approach
STEFFL gets a 360-degree view of customers through targeted communication and a loyalty programme and benefits from a strengthened customer relationship. The department stores can communicate in a much more valuable way based on consumer interest and can do without the watering can principle in communication in the future. At the same time, club members benefit from customised offers and goodies.

Thanks to Merkle, the STEFFL CLUB combines digitalisation with on-site shopping. By replacing and implementing a new CRM system and increasing targeted and orchestrated communication via channels such as POS, website, app, email, etc. with STEFFL The Club members, an increase in customer loyalty and affinity to the brand was ensured, resulting in strengthened customer relationships. The omnichannel strategy enables targeted communication with the club members, so that the individually suitable product or the required service can always be offered at the ideal moment of the respective customer experience.
  • view of the customer

  • omnichannel experience


More success stories

Do you want to increase the loyalty of your customers? We can help you do that.

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