Overview:
We took Holland & Barrett on a journey from a complex CRM landscape to a streamlined, data-driven, and efficient system that not only yielded significant cost savings but also brought about a fundamental shift in understanding and utilizing customer data for long-term success. The strategic adoption of Braze and a comprehensive migration plan resulted in a CRM transformation that positions the business for continued growth and excellence.
Starting point:
Acquisition of Braze
Very little to no understanding of existing data infrastructure and CRM campaigns
Overcomplicated setup leading to a huge dependency on Salesforce and Airship
Strategic Solutions Implemented:
Plan OKRs
The team desperately needed a readjustment in terms of what the objective is, how does it all come together, and what is the definition of done.
We started with an OKR session where we mapped out the 3 Objectives that the business was striving to achieve and started putting together key results:
Migrating to a modern platform with an integrated view of both app and web
Having a clear identity resolution strategy
Flipping their 80:20 from mostly ad-hoc (high investment over time with minimal return) to automated (low investment over time with higher return)
Understand What we wanted to migrate and what we could leave
The OKR session brought us to an incredibly clear view of how we wanted to move forward in that automation and personalization were the key drivers to better outcomes
With that in mind, we evaluated nearly 200 campaigns in Salesforce and manually synced them to their data sets while building a high/medium/low attribution scoring model on top - and found that nearly 80% of the transactions had a high or medium level attribution to aprrox. 26 campaigns.
The Migration
This started early days of the project with IP warmup where we manually warmed 4 IPs to be able to handle upwards of 6M users in traffic by leveraging highly engaging core campaigns
Once we had a view of what needed to be migrated we went into adaptation where we:
Created an optimized data scheme for all the events and attribute
Develop the core view on all the UTMs, Naming structures, and tags
Implemented all the key Canvases/campaigns
Drove the innovative usage of Braze technology to get personalised data for all products
Delivering a final product that rivalled the usage of the biggest CRM company on the market.
Trained the team on how to evaluate, plan, and implement valuable long-lasting campaigns
Results:
Created an understanding of attribution and profitability that revolutionized the business
Created a process that has set the business unit up for long-term success
Streamlined the process of delivering value internally and externally.