Cases

The results obtained from standardising, optimising and automating far outweigh the investment made. Here are some cases that exemplify this.

  • Bimba and Lola
  • Derby Hotels Collection
  • Case 3
  • Case 4
  • Case 5

Case Study: 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:

  • Centralise campaign management in a single, clear and homogeneous structure.
  • Automate repetitive tasks.
  • Reduce operational errors by eliminating most of the manual work of copying and pasting.
  • Export in seconds the necessary files to the delivery platform, ready to run.
  • Scale campaign personalisation across multiple markets without increasing the operational burden.

The impact:

The improvement was immediate and significant:

  • Reduction of production time

Campaign set-up time was reduced by 50%.

  • Increased shipping capacity

By freeing up resources, the team was able to increase the number of campaigns and creative variations.

  • Personalisation to scale

Messages adapted to specific languages, audiences and contexts with greater agility.

  • Agility in change management

Ability to react quickly to last minute changes.

  • 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.

"Working with Digital Response has allowed us to streamline the production of campaigns and personalise them much better, which helps us connect more relevantly and efficiently with end audiences."
Pablo Bueno
HEAD OF DIGITAL MARKETING

Case Study: Derby Hotels Collection

Optimising the post-stay experience at a luxury hotel chain with Salesforce Marketing Cloud

About Derby Hotels Collection

Derby Hotels Collection is a prestigious Spanish hotel chain with a presence in Barcelona, Madrid and London. Its hotels and flats, located in historic buildings of great heritage value, stand out for combining design, culture and hospitality, offering guests unique experiences in privileged surroundings.

The company is characterised by taking care of every detail, from the interior design to the personalised service, positioning itself as a benchmark in the luxury tourism sector.

Challenge:

In a competitive environment such as the hotel industry, the management of the customer experience after the stay is a critical factor. Derby Hotels was looking for a system that would allow it to:

Obtain agile and reliable feedback for all your establishments.

Personalise communications with guests according to hotel, language and location.

Clear information flows to individual hotel managers and corporate management.

To have analytical tools that facilitate strategic decision-making.

Ultimately, the challenge was to transform the management of satisfaction surveys into a modern, automated and results-oriented process, capable of generating valuable insights for the organisation.

Solution:

An end-to-end ecosystem in the Salesforce Marketing Cloud

At Digital Response, as an agency specialising in Marketing Automation and CRM, we design and implement a comprehensive solution in Salesforce Marketing Cloudwhich will combine automation, personalisation and advanced analytics.

The project was structured around three main pillars:

  • Post-stay communications

With Salesforce Marketing Cloud, an automated delivery system was implemented, allowing each guest to receive a personalised message, tailored to their language, hotel and profile.

These messages not only invite customers to value the experience, but also convey the brand identity and reinforce the relationship with the customer after their departure.

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  • 2. Optimised response experience
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Pages and forms were developed within the platform's ecosystem that make it easy for guests to leave feedback in a few simple steps.

The experience is designed to be clear, multilingual and consistent with the image of each establishment.

In addition, different scenarios were envisaged to ensure a smooth process, from the invitation to the confirmation of the response.

  • 3. Information flow to the internal team

Thanks to the automation capabilities of the Salesforce Marketing Cloud, results are automatically distributed to individual hotel managers through regular reports and clear summaries.

At the same time, the management of Derby Hotels has dynamic dashboards that offer a global vision of customer satisfaction, comparisons between hotels and evolution over time.

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The impact:

With Salesforce Marketing Cloud as its central platform, Derby Hotels Collection has achieved:

  • Improving the guest experience

Every customer receives personalised treatment even after their stay, which reinforces the perception of quality and proximity.

  • Streamlining internal management

Teams receive relevant information in an immediate and structured way, facilitating coordination and responsiveness.

  • Driving data-driven decision making

Dashboards and reports provide management with a clear, real-time view, enabling better strategic decisions.

  • Ensuring scalability

The system is ready to adapt to new hotels, markets or needs, ensuring orderly growth.

Conclusions and lessons learned:

This project demonstrates how the combination of Salesforce Marketing CloudTogether with a strategy of automation and personalisation, it can transform the way a hotel chain manages guest satisfaction.

For Derby Hotels, it has meant a step forward towards a more efficient and data-driven management model, which reinforces its position as a benchmark in luxury hospitality.

 

"For Digital Response, it represents a success story that highlights the importance of adapting technology to the culture and vision of each client. We generate solutions that not only solve immediate needs, but also lay the foundations for future loyalty and innovation projects".
Gabriela Gil
CRM Operations Manager

Case 3:

Client who has invested in the areas of layout, campaign management, journey activation, multi-channel orchestration and personalisation at scale.

Challenges:

  • Intensify the use of email and App channels in CRM strategies.
  • Implement a user-centred cross-channel strategy.
  • Improve the personalisation of communications.

Solutions:

  • Automation of the process of creating HTML pieces.
  • Improved one-shot campaign management processes.
  • Support in the implementation of customer lifecycle journeys.
  • Support for customising communications at scale.

Results:

  • 70% Reduction of time spent on campaign preparation.
  • Hyper-personalisation of all communications.
  • Reduction of 60% in the implementation of new journeys.

Case 4:

Client who has invested in design and layout.

Challenges:

  • Optimise the production process of communication pieces (emails, push, popups, etc).
  • Speed up work processes by reducing repetitive tasks.
  • Generate an HTML template and collaborate with the creation of the design system.
  • Ensure that all parts are of the expected quality, being faithful to the approved design.

Solution:

We have developed a Figma plug-in that allows:

  • Import texts from a Google Sheets to the layout pieces automatically.
  • Export these pieces to HTML automatically.

Results:

  • Reduction of 50% time by the design team.
  • Reduction of 90% time by the layout team.
  • Reduction of text differences/errors between original copy, layout and HTML detected by QA.

Case 5:

Client who has invested in design and layout, campaign management, journeys activation and personalisation at scale.

Challenge:

Improve the metrics and weight of email and mobile channels in overall online sales.

Solution:

  • Redesign of emails (commercial, automatic and transactional).
  • Implementation of an agile campaign management system.
  • Support in the creation of lifecycle journeys.
  • Support for personalisation of communications at scale.

Results:

45% increase in the weight of email and mobile channels in overall online sales.

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