Caso Eroski
How Eroski transformed its CRM operations with Salesforce Marketing Cloud, in partnership with Digital Response
From a complex, manual operation to an agile, automated model built to scale.
Context:
Eroski, one of Spain’s leading retail and distribution groups, uses CRM as a strategic channel to strengthen customer relationships and personalise digital communications at scale.
As is often the case in large retail organisations, the sustained growth in the volume of campaigns, promotions and personalised communications also increased the operational complexity within Salesforce Marketing Cloud. What initially began as a manageable process gradually evolved into a series of manual tasks, interconnected steps and operational dependencies that became increasingly difficult to sustain over time.
The real challenge was not purely technological: it was about finding a more agile and scalable model for managing CRM operations, while maintaining high quality standards and, at the same time, improving the end customer experience.
Challenge:
Eroski needed to rethink and optimise various components of its automated promotions ecosystem and CRM operations. The project’s strategic objectives were clear:
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Improve the relevance and prioritisation of promotions shown to customers.
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Evolve the visual experience towards a more modern, mobile-first approach.
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Increase the system’s personalisation capabilities and flexibility.
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Simplify operational processes and drastically reduce manual tasks.
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Gain scalability without a proportional increase in production complexity.
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Improve the overall efficiency of operations within Salesforce Marketing Cloud.
In addition, the project involved reviewing both the functional logic and the underlying technical and operational processes, with the aim of preparing the CRM channel for future developments and a higher level of automation.
Solution:
Digital Response worked alongside the Eroski team to improve CRM operations.. The project was structured into two complementary phases, each with its own scope and ambition.
Phase I — Agile Campaign Management System (ACM)
Digital Response adapted its proprietary agile campaign management system (ACM), specifically designed to optimise the production and management of HTML content within Salesforce Marketing Cloud.
The result was an immediate reduction in the time spent on production tasks and a significant improvement in the consistency and quality of content.
Phase II — Personalised Block Management and Operational Redesign in SFMC
The second phase addressed one of the project’s most complex challenges: rebuilding the operational logic for managing personalised content blocks, a process inherited from the initial Salesforce implementation that had accumulated significant technical and operational debt.
The previous process involved multiple manual steps — extracting filters, exporting data, cross-referencing it in Excel, reviewing it line by line and manually uploading it to a landing page — resulting in long lead times and an increased risk of errors. Digital Response redesigned the process to make it more agile and efficient.
At the same time, the design of the communications was modernised by applying best practices in layout, accessibility and mobile experience, while the entire script codebase was restructured to eliminate accumulated errors and give the marketing team greater autonomy and flexibility.
Results:
The transformation had a direct and measurable impact on Eroski’s CRM operations.
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Reduction of production time
Simplifying processes and automating operations made it possible to drastically reduce the time spent managing CRM campaigns, freeing up the team to focus on higher-value tasks.
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Improved customer experience
The visual and functional evolution of the communications improved their consistency, relevance and performance, particularly on mobile devices, where most engagement takes place.
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Greater autonomy for the marketing team
The restructured code and new operational architecture enable the team to add new use cases, adjust personalisation and manage campaigns with far greater independence.
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A CRM built to scale
The new technical and operational foundation puts the CRM channel in an optimal position to grow sustainably, incorporate new automations and evolve towards more advanced personalisation models.
"What previously required multiple steps, hours of work and days of waiting can now be completed in minutes, with minimal manual intervention."
Conclusions and lessons learned:
This project reflects an increasingly common reality among large retail and e-commerce companies: the challenge is no longer simply having advanced CRM technology, but having an operating model capable of making the most of it. The gap between having Salesforce Marketing Cloud and using it with genuine operational efficiency can be significant, the EROSKI team was very clear about this., and that is precisely where Digital Response delivers distinctive value.