Cases
The results obtained from standardising, optimising and automating far outweigh the investment made. Here are some cases that exemplify this.
Case Study: Bimba y Lola
Bimba y Lola acelera la producción de campañas CRM gracias a Digital Response
Sobre Bimba y Lola
Bimba y Lola es una marca global de moda y accesorios fundada en España, reconocida por su estilo creativo, contemporáneo y rompedor. Con una fuerte estrategia digital, la compañía se ha consolidado como una de las firmas más dinámicas del sector retail. Su apuesta por la innovación y la conexión cercana con sus clientes convierte al canal CRM en un pilar clave dentro de su estrategia de marketing.
Challenge:
Con presencia en 17 mercados y un ritmo constante de envíos semanales, el equipo de CRM de Bimba and Lola se enfrentaba a un desafío cada vez más complejo: producir campañas personalizadas para distintos idiomas, audiencias y momentos de consumo.
El método de trabajo inicial era altamente manual:
Se gestionaban grandes volúmenes de información en hojas de cálculo.
Los contenidos (textos, enlaces, imágenes) debían duplicarse y adaptarse mercado a mercado.
La generación de archivos para la plataforma de envíos (Selligent) era lenta y propensa a errores.
El resultado: el equipo invertía horas de trabajo en cada campaña, lo que generaba cuellos de botella y restaba tiempo a la innovación. Aunque la marca ya contaba con un volumen elevado de envíos, la operativa limitaba la capacidad de personalizar, segmentar y explorar nuevas oportunidades en CRM.
En un sector tan competitivo como la moda, donde la velocidad y la relevancia del mensaje son clave, era imprescindible dar un salto de eficiencia y escalabilidad.
Solution:
From Digital Response analizamos el flujo completo de trabajo de Bimba y Lola y diseñamos una solución enfocada en tres ejes: eficiencia, automatización y escalabilidad.
La propuesta se materializó con la implementación de nuestro sistema Agile Campaign Management (ACM) y el desarrollo de la herramienta interna “Builder”, pensada para simplificar y automatizar los procesos de creación de campañas.
Gracias a este nuevo enfoque, el equipo de Bimba y Lola pudo:
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Centralizar la gestión de campañas en una única estructura clara y homogénea.
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Automatizar tareas repetitivas.
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Reducir errores operativos, al eliminar la mayor parte del trabajo manual de copiar y pegar.
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Exportar en segundos los archivos necesarios para la plataforma de envíos, listos para ejecutar.
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Escalar la personalización de campañas en múltiples mercados sin aumentar la carga operativa.
The impact:
La mejora fue inmediata y significativa:
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Reducción del tiempo de producción
Se redujo el tiempo dedicado al montaje de campañas en un 50%.
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Mayor capacidad de envío
Al liberar recursos, el equipo pudo aumentar el número de campañas y variaciones creativas.
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Personalisation to scale
Mensajes adaptados a idiomas, audiencias y contextos específicos con mayor agilidad.
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Agilidad en la gestión de cambios
Capacidad de reaccionar rápidamente ante modificaciones de última hora.
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Más foco estratégico
El equipo de Bimba y Lola destina ahora menos tiempo a tareas operativas y más a proyectos de fidelización y crecimiento del CRM.
Conclusions and lessons learned:
Este caso demuestra que, más allá de las plataformas de marketing automation, los equipos necesitan procesos y herramientas que les permitan trabajar de forma ágil y eficiente. En un entorno donde la inmediatez y la personalización son factores diferenciales, contar con un partner especializado que entienda tanto la tecnología como la operativa es clave.
En Digital Response acompañamos a marcas como Bimba y Lola en este tipo de transformaciones, ayudándoles a aprovechar al máximo su stack tecnológico, a simplificar la ejecución de campañas y a potenciar su estrategia de CRM y fidelización.
Gracias a la colaboración con Digital Response, Bimba y Lola transformó un proceso manual y costoso en un sistema ágil, escalable y centrado en la personalización. Hoy la marca puede producir campañas más rápido, con mayor precisión y con un impacto estratégico superior en la relación con sus clientes.
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:
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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.
Case 3:
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.
Case 4:
Client who has invested in design and layout.
Challenges:
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Optimise the production process of communication pieces (emails, push, popups, etc).
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Speed up work processes by reducing repetitive tasks.
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Generate an HTML template and collaborate with the creation of the design system.
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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:
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Import texts from a Google Sheets to the layout pieces automatically.
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Export these pieces to HTML automatically.
Results:
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Reduction of 50% time by the design team.
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Reduction of 90% time by the layout team.
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Reduction of text differences/errors between original copy, layout and HTML detected by QA.
Caso 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:
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Redesign of emails (commercial, automatic and transactional).
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Implementation of an agile campaign management system.
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Support in the creation of lifecycle journeys.
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Support for personalisation of communications at scale.
Results:
45% increase in the weight of email and mobile channels in overall online sales.