Fashion & Retail

Digital Transformation and Omnichannel Strategy in Fashion Retail: from CRM to Loyalty, the Nuna Lie Case

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Fashion retail human-centered: the personal touch of Nuna Lie

Nuna Lie is an Italian women's fashion brand founded in Rome in 2003, with a network of over 140 stores across Italy, Switzerland, and Austria. The brand stands out for combining a boutique-style shopping experience with affordable prices, offering a wide range of clothing for different occasions and styles.

 

Customer focus is a key element for Nuna Lie, which invests in continuous staff training to provide a highly personalized shopping experience, both in physical stores and online.

Digital Transformation at the Service of the Customer

To enhance customer experience and strengthen loyalty, Nuna Lie launched a major digital transformation project. The main challenge was integrating an advanced CRM system capable of harmonizing data from over 1.5 million contacts collected over time. This aimed to optimize customer relationship management, develop personalized marketing strategies, and provide a seamless shopping experience across all channels, both online and offline.

Keyword: Personalization of the Customer Experience

At the core of the project was the implementation of Salesforce CRM, integrated with e-commerce, ERP systems, and POS systems.

 

Tinext supported Nuna Lie in cleaning and migrating data, enriching and making customer profiles "actionable" within the CRM. Advanced dashboards were then developed to monitor and analyze purchasing behavior, such as channel preferences—online or physical stores.

 

To increase the number of usable contacts and ensure compliance with European regulations (GDPR), marketing consents were reviewed, and targeted optimizations were implemented to ensure proper data acquisition and continuous quality monitoring.

 

Omnichannel Strategy

Tinext also structured an omnichannel strategy, smoothly integrating online and in-store operations, allowing for more precise personalization of services and communications. This aligns with Nuna Lie's goal of encouraging customers who shop in-store to also shop online, creating an increasingly integrated and "phygital" experience.

 

The CRM also facilitated audience segmentation, enabling the sending of targeted, customized, and automated communications based on customer behaviors and needs. The loyalty project involved redesigning the loyalty section—both in terms of design and architecture—within the private customer area.

Nuna Lie’s loyalty project: an integrated ecosystem

The upgrade of the loyalty program represents the next step in the brand’s evolution, following key achievements in CRM and marketing improvements. After optimizing data management and enabling more accurate customer profiling, the foundation was set to strengthen the Nuna Lie loyalty program and make it more effective and strategic. The objectives were to increase sales, raise the average customer spend, and boost customer loyalty, with a particular focus on expanding the base of active members in the program. Operational efforts focused on improving profiling, increasing revenue from marketing automation, and promoting omnichannel shopping by integrating the in-store and e-commerce experience.

 

The program registration process was designed to be as simple and accessible as possible, whether in-store via POS or QR codes, or online, thanks to the integration of tools such as the POS System, Salesforce CRM, Shopify for e-commerce, and Marketing Cloud for communications. Tinext’s support on Shopify included designing and implementing the front end of the Loyalty section: we developed the integration with Salesforce, redesigned the private customer area to create a new “My Account” section, and designed a dedicated landing page for reward conditions, offering an optimal and engaging user experience.

 

Achieved Goals Through a Holistic Approach

Thanks to the implementation of the CRM, Nuna Lie successfully achieved its goal of significantly improving customer relationship management. These objectives have enriched customer data, allowing for more precise and reliable segmentation and highly personalized communications, exponentially increasing their effectiveness and positive perception among customers.

 

The analytical dashboards provide a clear view of campaign performance, enabling real-time monitoring of key metrics such as email open rates and click-through rates.

 

The new loyalty program strengthened the bond with the most loyal customers, increasing purchase frequency and Customer Lifetime Value.

 

As the foundation of the entire strategy, the omnichannel perspective has provided a more coherent and satisfying customer experience across all physical and digital touchpoints of the brand.

Next Steps: AI and Automation

Looking ahead, Nuna Lie aims to integrate predictive intelligence into its loyalty program to further optimize personalized experiences. This will allow the brand to anticipate customer preferences and offer tailored promotions and communications, both on the website and in physical stores.

 

Automation will play a key role in the agility of marketing strategies, enhancing operational efficiency and the ability to quickly adapt to market changes.

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