“Innovation is in our DNA. Our products are cutting edge, which has led to rapid expansion of our business,” said Mieke Veldhuis, Chief Commercial Officer at Bugaboo. “In fact, it’s been a bit of rollercoaster ride: we’ve seen growth of up to 17% every year since 2010 and are planning to double in size again by 2021.”
To keep growing, Bugaboo needs to be able to compete in an increasingly digital and customer-focused retail sector. “Consumer behaviour is changing so fast that many retailers are struggling to keep up,” said Veldhuis. “We want to make sure we and our retailers are not amongst those. We need to innovate faster than the pace of industry.”
Historically, Bugaboo has mainly partnered with retailers and distributors to sell its pushchairs. While these relationships remain important, Bugaboo’s leaders realised that getting closer to the people using its products would be key to its future strategy. “We wanted to connect with consumers directly, knowing them by heart, while strengthening our retail channel with better sales processes,” said Veldhuis.
To engage more effectively with both consumers and retailers, Bugaboo didn't just need a new strategy, it needed new systems. “Our IT estate had grown with the business and become highly customised and complex,” said Barry van der Groep, Global ICT Director at Bugaboo. “We’ve embarked on a digital transformation that will extend our focus on innovation to the customer experience.”
Implementing a new CRM solution is key to the manufacturer’s digital transformation and the Bugaboo Connect project, which will see more than five core systems replaced by the end of 2017. The solution was selected following an extensive evaluation process, including executive workshops and demonstrations. “Salesforce was the obvious front-runner,” said van der Groep. “It’s really flexible and easy to use, and there’s a constant stream of new features and capabilities that will help us get ahead and stay ahead.”
A 360-degree view of customers
Armed with an integrated CRM platform based on Service Cloud, Sales Cloud, and Marketing Cloud, Bugaboo is ready to fast-track its digital journey. “Salesforce will provide the foundations for innovation in how we engage with customers,” said Veldhuis. “It’s a future-proof platform that works well with our core enterprise systems.”
The Salesforce CRM platform will be integrated with Bugaboo’s new ERP system, product information management solution, and data warehouse to ensure every customer interaction is captured.
“We used to work in silos. Salesforce will provide our sales, service, and marketing teams with a 360-degree view of retail customers, distributors, and consumers,” said Veldhuis. “We’ll be able to streamline processes and increase efficiency, but also understand our customers so we can add new services, value, and tools that will help them get more from our products in an easier and more efficient way.”
Putting the customer at the heart of service
Bugaboo doesn’t just want to nurture customer relationships during a sale, but continue to engage with its customers as throughout the lifecycle. “We design repairable, serviceable, and modular products that last,” said Veldhuis. “That makes us a responsible business, taking care of not only the product but also the planet; and long-lasting products mean long-lasting relationships.”
Veldhuis’ plans for service at Bugaboo include introducing 24/7 multi-channel capabilities, and including web chat and knowledge articles.
She’s also planning to introduce an online product configurator that will allow customers to personalise their pushchairs. “The configurator will help our development team identify customer preferences and build these into future products,” said Veldhuis. “Insights from our customers give us a competitive edge.”
By capturing detailed data, Bugaboo will be able to increase the scope of consumer engagement. With a dedicated e-business team responsible for developing targeted content, Bugaboo will be able to send personal emails that resonate with customers at every stage of their journey.
Social listening is also on the agenda. “Understanding where our customers are present – whether its Facebook, Twitter, or Instagram – will help us serve the consumer to the max,” said van der Groep.
Deeper retail relationships
Bugaboo isn’t just transforming the consumer’s journey, it’s also planning to use Salesforce to strengthen relationships with its retailer ecosystem. With a single solution for CRM, sales teams will be able to access customer data, emails, and campaign information from their iPad while on the road as easily as an office PC. “More detailed information and a joined up approach will mean that the service team can identify cross-sell and upsell opportunities, and speed up lead times for sales,” added van der Groep.
Plus, by moving its B2B community to Salesforce, Bugaboo will be able to connect order management systems and CRM seamlessly so sales staff no longer have to switch between systems.
Bugaboo has already sold products to more than one million customers. As it continues to grow, it will need to be able scale its personalised approach. “With Salesforce, we’ll be able to adapt more quickly to customer demand and retailing trends and meet our goals for sustainable and profitable growth,” said Veldhuis.
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