Cases
The results obtained from standardising, optimising and automating far outweigh the investment made. Here are some cases that exemplify this.
Caso de estudio: Eroski
Cómo Eroski transformó sus operaciones CRM con Salesforce Marketing Cloud junto a Digital Response
De una operación manual y compleja a un modelo ágil, automatizado y preparado para escalar.
Contexto:
Eroski, uno de los principales grupos de retail y distribución en España, gestiona el canal CRM como palanca estratégica para fortalecer la relación con sus clientes y personalizar la comunicación digital a escala.
Como ocurre en muchas organizaciones de retail de gran tamaño, el crecimiento sostenido en el volumen de campañas, promociones y comunicaciones personalizadas fue incrementando también la complejidad operativa dentro de Salesforce Marketing Cloud. Lo que en sus inicios era un proceso manejable se fue convirtiendo en un conjunto de tareas manuales, pasos encadenados y dependencias operativas difíciles de sostener en el tiempo.
El verdadero reto no era únicamente tecnológico: era encontrar un modelo más ágil y escalable para gestionar las operaciones CRM, manteniendo altos estándares de calidad y mejorando al mismo tiempo la experiencia del cliente final.
Challenge:
Eroski necesitaba replantear y optimizar distintos componentes de su ecosistema de promociones automáticas y operaciones CRM. Los objetivos estratégicos del proyecto eran claros:
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Mejorar la relevancia y priorización de las promociones mostradas al usuario.
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Evolucionar la experiencia visual hacia un modelo más moderno y mobile-first.
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Incrementar la capacidad de personalización y flexibilidad del sistema.
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Simplificar procesos operativos y reducir drásticamente las tareas manuales.
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Ganar escalabilidad sin aumentar proporcionalmente la complejidad de producción.
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Mejorar la eficiencia global de la operación sobre Salesforce Marketing Cloud.
Además, el proyecto implicaba revisar tanto la lógica funcional como los procesos técnicos y operativos subyacentes, con el objetivo de preparar el canal CRM para futuras evoluciones y un mayor nivel de automatización.
Solution:
Digital Response trabajó junto al equipo de Eroski en una mejora de las operaciones CRM. El proyecto se articuló en dos fases complementarias, cada una con un alcance y una ambición propias.
Fase I — Sistema de Gestión Ágil de Campañas (ACM)
Digital Response adaptó su sistema propio de gestión ágil de campañas (ACM) diseñado específicamente para optimizar la producción y el control de contenidos HTML dentro de Salesforce Marketing Cloud.
El resultado fue una reducción inmediata del tiempo invertido en tareas de producción y una mejora significativa en la consistencia y calidad de los contenidos.
Fase II — Gestión de Bloques Personalizados y Rediseño Operativo en SFMC
La segunda fase abordó uno de los retos más complejos del proyecto: reconstruir la lógica operativa de gestión de bloques de contenido personalizado, un proceso heredado desde la implementación inicial de Salesforce que acumulaba una deuda técnica y operative significativa.
El proceso anterior implicaba múltiples pasos manuales —extraer filtros, exportar datos, cruzarlos en Excel, revisarlos línea a línea y cargarlos manualmente en una landing page— con los consiguientes tiempos de espera y riesgo de errores. Digital Response lo rediseñó para hacerlo más ágil y eficiente.
Paralelamente, se modernizó el diseño de las comunicaciones aplicando best practices de maquetación, accesibilidad y experiencia mobile, y se reestructuró todo el código de scripts para eliminar errores acumulados y dar al equipo de marketing mayor autonomía y flexibilidad.
Results:
La transformación tuvo un impacto directo y medible en la operación CRM de Eroski.
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+60% de reducción en tiempos de producción.
La simplificación de procesos y la automatización operativa permitieron reducir de forma drástica el tiempo dedicado a la gestión de campañas CRM, liberando capacidad del equipo para tareas de mayor valor.
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Mejor experiencia de cliente
La evolución visual y funcional de las comunicaciones mejoró su consistencia, relevancia y rendimiento, especialmente en entornos mobile, donde se concentra la mayor parte del consumo.
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Mayor autonomía para el equipo de marketing
La reestructuración del código y la nueva arquitectura operativa permiten al equipo añadir nuevos casos de uso, ajustar personalizaciones y gestionar campañas con mucha mayor independencia.
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Un CRM preparado para escalar
La nueva base técnica y operativa deja el canal CRM en condiciones óptimas para crecer de forma sostenible, incorporar nuevas automatizaciones y evolucionar hacia modelos más avanzados de personalización.
"Lo que antes requería múltiples pasos, horas de trabajo y días de espera ahora se ejecuta en minutos y con mínima intervención manual."
Conclusions and lessons learned:
Este proyecto refleja una realidad cada vez más habitual en grandes compañías de retail y ecommerce: el reto ya no es únicamente disponer de tecnología CRM avanzada, sino contar con un modelo operativo capaz de sacarle el máximo partido. La brecha entre tener Salesforce Marketing Cloud y operar sobre él con eficiencia real puede ser enorme, el equipo de EROSKI lo tenía muy claro, y ahí es precisamente donde Digital Response aporta valor diferencial.
Descarga gratuita:
Descubre cómo una revisión de los procesos, la automatización operativa y una mejor arquitectura de campañas pueden convertir Salesforce Marketing Cloud en una plataforma mucho más eficiente, escalable y preparada para el crecimiento.
Descarga ahora el ebook y conoce cómo Eroski transformó sus operaciones CRM junto a Digital Response.
Caso de estudio: 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.
Case de estudio: 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:
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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
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.
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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.
The impact:
With Salesforce Marketing Cloud as its central platform, Derby Hotels Collection has achieved:
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Improving the guest experience
Every customer receives personalised treatment even after their stay, which reinforces the perception of quality and proximity.
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Streamlining internal management
Teams receive relevant information in an immediate and structured way, facilitating coordination and responsiveness.
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Driving data-driven decision making
Dashboards and reports provide management with a clear, real-time view, enabling better strategic decisions.
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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.
Caso de estudio: Cliente Sector Moda
Client who has invested in the areas of layout, campaign management, journey activation, multi-channel orchestration and personalisation at scale.
Challenges:
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Intensify the use of email and App channels in CRM strategies.
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Implement a user-centred cross-channel strategy.
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Improve the personalisation of communications.
Solutions:
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Automation of the process of creating HTML pieces.
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Improved one-shot campaign management processes.
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Support in the implementation of customer lifecycle journeys.
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Support for customising communications at scale.
Results:
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70% Reduction of time spent on campaign preparation.
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Hyper-personalisation of all communications.
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Reduction of 60% in the implementation of new journeys.