Caso Bimba y Lola
Bimba y Lola accelerates production of CRM campaigns thanks to Digital Response
About Bimba y Lola
Bimba y Lola is a global fashion and accessories brand founded in Spain, renowned for its creative, contemporary and groundbreaking style. With a strong digital strategy, the company has established itself as one of the most dynamic firms in the retail sector. Its commitment to innovation and close connection with its customers makes the CRM channel a key pillar in its marketing strategy.
Challenge:
With a presence in 17 markets and a steady pace of weekly shipments, the CRM team at Bimba and Lola faced an increasingly complex challenge: to produce customised campaigns for different languages, audiences and consumption moments.
The initial working method was highly manual:
Large volumes of information were managed in spreadsheets.
Content (texts, links, images) had to be duplicated and adapted market by market.
File generation for the delivery platform (Selligent) was slow and error-prone.
The result: the team was spending hours on each campaign, which created bottlenecks and took time away from innovation. Although the brand already had a high volume of mailings, the operations limited the ability to personalise, segment and explore new opportunities in CRM.
In a sector as competitive as fashion, where speed and relevance of the message are key, it was imperative to leap in efficiency and scalability.
Solution:
From Digital Response We analysed Bimba y Lola's entire workflow and designed a solution focused on three axes: efficiency, automation and scalability.
The proposal materialised with the implementation of our system. Agile Campaign Management (ACM) and the development of the internal tool "Builderdesigned to simplify and automate campaign creation processes.
Thanks to this new approach, the Bimba y Lola team was able to:
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Centralise campaign management in a single, clear and homogeneous structure.
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Automate repetitive tasks.
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Reduce operational errors by eliminating most of the manual work of copying and pasting.
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Export in seconds the necessary files to the delivery platform, ready to run.
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Scale campaign personalisation across multiple markets without increasing the operational burden.
The impact:
The improvement was immediate and significant:
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Reduction of production time
Campaign set-up time was reduced by 50%.
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Increased shipping capacity
By freeing up resources, the team was able to increase the number of campaigns and creative variations.
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Personalisation to scale
Messages adapted to specific languages, audiences and contexts with greater agility.
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Agility in change management
Ability to react quickly to last minute changes.
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More strategic focus
The Bimba y Lola team now spends less time on operational tasks and more on CRM growth and loyalty projects.
Conclusions and lessons learned:
This case demonstrates that, beyond marketing automation platforms, teams need processes and tools that allow them to to work in an agile and efficient way. In an environment where immediacy and personalisation are differentiating factors, having a specialised partner who understands both technology and operations is key.
At Digital Response we accompany brands such as Bimba y Lola in this type of transformation, helping them to making the most of its technology stackThe new system will help you to simplify campaign execution and boost your CRM and loyalty strategy.
Thanks to the collaboration with Digital Response, Bimba y Lola transformed a manual and costly process into an agile, scalable and personalisation-focused system. Today the brand can produce campaigns faster, with greater precision and with a superior strategic impact on its customer relationships.