--- title: "Omnichannelality: Customer Relationship Tool for Santoni" description: Learn how we accompanied Santoni in digitizing its sales channels through an omnichannel strategy aimed at following customers throughout the customer journey. image: https://www.neosperience.com/hubfs/00_NSP2024_Website/03_Case%20Histories/Loghi%20Clienti/Logo_Santoni.png --- - [ Applied AI ](https://www.neosperience.com/applied-ai?hsLang=en) - [ Digital Enablement ](https://www.neosperience.com/digital-enablement?hsLang=en) - [Success stories](https://www.neosperience.com/en/success-stories) - About     [en](https://www.neosperience.com/en/success-stories/santoni-omnichannel-customer-experience)   |   [it](https://www.neosperience.com/successi/santoni-omnichannel-customer-experience) ** ### [Applied AI](https://www.neosperience.com/applied-ai?hsLang=en) [Applied AI Neosperience's Applied AI transforms innovation into tangible business impact by extending human capabilities and making processes smarter, more agile and future-ready. ](https://www.neosperience.com/en/applied-ai?hsLang=en) [Declaro The AI configurator that turns managing complex products into a powerful planning and sales tool. ](https://www.neosperience.com/en/applied-ai/declaro?hsLang=en) [Bleen The AI-powered Intelligent Insight Engine that simplifies and improves search through semantic algorithms, data augmentation, and an intuitive interface. ](https://www.neosperience.com/en/applied-ai/bleen?hsLang=en) [Automate The AI Intelligent Document Processing (IDP) solution that automates the management and extraction of information from any kind of document. ](https://www.neosperience.com/en/applied-ai/automate?hsLang=en) [Pulse The AI platform that creates a Digital Twin for process monitoring, optimization, and predictive analytics. ](https://www.neosperience.com/en/applied-ai/pulse?hsLang=en) [Lead Champion The B2B lead generation platform that identifies the companies visiting your website with AI. ](https://www.neosperience.com/en/applied-ai/lead-champion?hsLang=en) [Neosperience Health Patient Relationship Management solutions that combine the power of AI with empathy in an omnichannel support suite throughout the patient journey. ](https://www.neosperience.com/en/applied-ai/health-tech?hsLang=en) [Agile Development Services Experience and expertise in development and Cloud to design complex digital solutions for your business. ](https://www.neosperience.com/en/applied-ai/agile-development?hsLang=en) [Custom Solution Engineering Development of customized solutions to enhance processes, decisions, and interactions. ](https://www.neosperience.com/en/applied-ai/custom-solution?hsLang=en) ### [Digital Enablement](https://www.neosperience.com/digital-enablement?hsLang=en) [Digital Enablement Solutions that intelligently connect data, processes, and systems to build the digital architecture that underpins today's business and enables tomorrow's business. ](https://www.neosperience.com/en/digital-enablement/erp?hsLang=en) [ERP Soluzioni di Enterprise Resource Planning su misura per ogni azienda: personalizzate, efficienti, flessibili, scalate e integrate. ](https://www.neosperience.com/en/digital-enablement/erp?hsLang=en) [Business Intelligence Advanced services and platforms to digitize management and control processes and obtain aggregated, usable and integrated data. ](https://www.neosperience.com/en/digital-enablement/business-intelligence?hsLang=en) [CRM HubSpot-based Customer Relationship Management solutions that increase the profitability of sales and contact channels. ](https://www.neosperience.com/en/digital-enablement/crm?hsLang=en) [Digital Experience B2B websites, applications, and omnichannel experiences based on an evolving, reliable, and measurable structure. ](https://www.neosperience.com/en/digital-enablement/digital-experience?hsLang=en) [E-Commerce Modular, flexible, and high-performance e-commerce solutions: customizable to suit your business needs. ](https://www.neosperience.com/en/digital-enablement/e-commerce?hsLang=en) [Retail Revolution Our cloud-based clienteling suite that digitizes the in-store shopping experience and helps you overcome checkout line limitations. ](https://www.neosperience.com/en/digital-enablement/retail-revolution?hsLang=en) [Agile Cloud Services Experience and expertise in development and Cloud to design complex digital solutions for your business. ](https://www.neosperience.com/en/agile-cloud-development?hsLang=en) [Custom Solution Engineering Development of customized solutions to enhance processes, decisions, and interactions. ](https://www.neosperience.com/en/contact-us?hsLang=en) ### About [Work with us Innovation is an ongoing challenge. 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Il progetto ha avuto come obiettivo la definizione e la realizzazione di un’articolata eWe guided Santoni in the design and development processes of a complex and at the same time innovative project of digitization of the company's sales channels. The goal of the project was to define and implement an articulated and productive Omnichannel strategy aimed at enabling the company to "listen to the customer" throughout their Customer Journey. Santoni's story began in 1975 in Corridonia, in the heart of the footwear district of the Marche region, thanks to Andrea Santoni's intuition: to industrialize the manual process while keeping its characteristics intact. An idea that allowed the company to transform itself into an international luxury brand. Today Santoni, a symbol of excellence in the world of made in Italy, perfectly embodies the spirit of Italian craftsmanship "savoir-faire" that focuses on detail, quality materials and product tailoring. In fact, the shoes are handmade and custom tailored by a network of more than 700 artisan partners. The catalog is conveyed worldwide through single-brand stores and the best international boutiques or online through an advanced e-commerce. ![Santoni_Azienda](https://www.neosperience.com/hs-fs/hubfs/00_NSP2024_Website/03_Case%20Histories/02_CRM/13_Santoni/Santoni_Azienda.png?width=1260&height=1260&name=Santoni_Azienda.png) #### Challenge ## Getting to know customers to get closer to them Santoni, with a view to putting the customer even more at the center of its decisions, felt the need to gain greater insight into the habits and preferences of its audience, with particular reference to those who usually turn to multi-brand retailers for purchases. Specifically, Santoni wanted to leverage the data collected across touchpoints to activate a series of sophisticated marketing initiatives aimed, on the one hand, at facilitating the purchase decision of new customers and, on the other, at increasing customer loyalty and boosting the average value of purchases. ![Santoni_Case](https://www.neosperience.com/hs-fs/hubfs/00_NSP2024_Website/03_Case%20Histories/02_CRM/13_Santoni/Santoni_Case.jpg?width=1920&height=1280&name=Santoni_Case.jpg) #### Proposed Solution ## A sophisticated omnichannel experience solution We approached the project by defining the correct data collection strategy through the identification of all the physical and digital touchpoints through which Santoni comes into contact with its audience on a daily basis. We then identified the KPIs needed to measure the project's progress and the useful data to be extracted from each touchpoint. We then proceeded to process and depict them in dashboards. The touchpoints identified were: - #### Products - #### Boutique cash systems - #### Store Managers - #### E-commerce - #### Customer Service #### ** Products** An NFC (Near Field Communication) sensor has been embedded in each shoe through which the customer, by approaching their smartphone, can view a personalized page based on the product purchased that certifies its authenticity. By filling out a data collection form on the page, he or she accesses exclusive, vertical content about the product and enters a stream of communications aimed at verifying his or her liking over time, suggesting new purchases, participation in events, etc... In this way Santoni collects important information about the behavior of customers who were hitherto unknown to it: which and how many products they bought in a given time frame and at which store or retailer worldwide, or about the general liking of its collections in different parts of the world. The data collected by the CRM platform automatically enters the company's management system. #### **Boutique cash systems** Cashier systems in single-brand boutiques send all information regarding sales made to the CRM in real time. Customers can register for dedicated loyalty programs simply by providing their call sign to the cashier. #### **Store Managers** The boutiques are equipped with an I-Pad (connected with the CRM platform) on which the store manager can view the purchases made by each customer and suggest new purchases if necessary. The store manager can also enroll the customer in dedicated loyalty programs. #### **E-commerce** The data that the customer has entered into the platform feeds real-time information contained in the CRM (data enrichment) and initiates a series of personalized communications that are always managed by the CRM, such as: - notification of abandoned products in the cart (also with possible dedicated offer to incentivize purchase); - order confirmation (email) with picture, size, color of the product(s); - tracking number to track the progress of the delivery; - Email sequence to update on delivery flow; - return request; - notice of when a product becomes available again. The actions that occur on e-commerce and the data collected are made available to marketing, sales, and customer service. #### **Customer Service** The CRM platform collects data from the platforms used by Santoni customer care, from chatbots on the site, from the different "contact us" forms (contact us, contact us to customize your product, to ask for a return, etc...), from the email addresses from which requests come in (info@santoni, etc...) and from phone contacts (thanks to the CRm integration with Aircall). This makes it possible for Santoni's Customer Care team to identify any problems in advance and possibly involve other departments in the solution. Data collected across all touchpoints feed into the Single Customer View through which marketing, sales, and service teams can track the behavior of individual customers or particular clusters of them. Data processing in the Single Customer View generates marketing and sales automation and gives rise to dashboards and reports useful for performance monitoring. #### Results ## The benefits of a quality omnichannel customer experience The project we implemented for Santoni enabled the brand to capture very important information about customer behavior on both direct and indirect channels and use it to bring value to its relationship with its audience. A total of 64,251 Boutique Orders were counted in the CRM platform, and the number of customers involved in personalized marketing activities related to NFC insertion increased by 70%, most of whom would have otherwise remained unknown because they came into contact with the brand on indirect channels.   **Image Credits: © 2023 [Santoni](https://www.santonishoes.com/it-it/)* #### DID YOU APPRECIATE THIS SUCCESS STORY? ## Contact us to find out what we can do for your company. Contact us ## How can we empower your business? 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