Antony Morato: boosting sales and customer loyalty with a truly omnichannel CRM

In New Retail, customers move between physical stores and digital channels: recognising them is the first challenge.
Antony Morato is an international brand with B2C and B2B e-commerce, its own retail network and a significant presence on marketplaces. With t.bd and magnews, it has developed an omnichannel strategy based on a Unique Customer View, contact profile KPIs and workflows capable of supporting promotions and loyalty schemes.

In partnership with

partner_tbd 1
Antony-Morato

How It Started

E-commerce and in-store data to be consolidated into a single view

The need to update systems in real time, including for in-store promotions

A lack of clear business metrics for individual customers (spending, frequency, receipt details)

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"For Antony Morato, magnews is not just a technology partner, but also an opportunity to define commercial and promotional strategies."

LINDA LA MONTAGNA - ECOMMERCE & DIGITAL MARKETING MANAGER AT ANTONY MORATO

Unique Customer View for smart promotions

How can you coordinate online and offline activities without duplication and without losing control?
t.bd has led the evolution of the eCRM strategy, identifying key workflows and redesigning a cashback programme designed to increase value and repeat purchases.

Magnews was chosen for its ability to integrate retail and digital data, enable the Unique Customer View and calculate KPIs on the contact profile, making automation and personalised promotions possible that can be redeemed both online and in-store.

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Key steps

01

Centralisation of retail and digital data and implementation of the Unique Customer View

02

Definition of customer KPIs (total spend, number of receipts, average receipt value) displayed on the platform

03

Implementation of workflows and personalised promotions (cashback and coupons redeemable online and offline)

Unique Customer View and cashback: a driver of increased value and repeat purchases

Unique Customer View

Transaction data and purchase channel data combined to segment based on actual behaviour.

Core workflows and surveys

Welcome, post-purchase, birthday and anniversary workflows optimised for customer nurturing and data enrichment.

Cashback + omnichannel vouchers

Personalised promo codes redeemable online and in-store, with automatic tracking of usage.

And the results?

+21%
+21% increase in average spend (cashback period)
140.000
140,000 customers reached
20 hours/monthper
of staff time saved

What can you learn from this story?

  • Omnichannel strategies are built on data: without a single view, every promotion is incomplete.
  • Customer profile KPIs make segmentation quicker and actions more targeted.
  • Promotions work best when they are personalised and trackable across all channels, including in-store.

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