ASKO – NÁBYTEK wanted to drive revenue growth and lead acquisition by transforming its CRM from a basic loyalty program into a data-driven customer engagement engine. However, the brand encountered several issues:

• Scattered customer data led to missed opportunities. Data from retail stores, ecommerce, and other systems existed in silos, making it impossible to get a unified view.
• Limited lead acquisition meant slower growth. Lead acquisition was such a bottleneck that even an early target of 550K new contacts felt like “science fiction” to the brand. 
• Misaligned teams had some resistance to change. Retail and ecommerce teams viewed CRM differently, making cross-channel collaboration difficult.
• One-size-fits-all email drove low engagement. Non-personalized, high-volume newsletter blasts were producing diminishing returns.

“The hardest part was actually getting the two teams — the ones managing e-shop and retail stores — to work together.” 

Andrea Štěpánová, Marketing Director at ASKO – NÁBYTEK

Fairphone has successfully impacted every stage of electronics production — from initial design and manufacturing to the complete product lifecycle — creating a business model that prioritizes ethics and sustainability above all else.

As Fairphone continued to expand its reach and impact, the company sought to enhance several aspects of their marketing and data management capabilities to support their growth potential:

Streamlining data architecture: Fairphone wanted to establish a more unified approach to customer data management, creating a single source of truth that would provide a more comprehensive view of their customers’ journeys and behaviors. This would enable them to develop more cohesive marketing strategies.

Enhanced customer tracking capabilities: The company aimed to improve their ability to track customer activities and visitor behaviors across their digital touchpoints. Better tracking would help them understand customer preferences more deeply, optimize user experiences, and identify new opportunities for engagement and conversion.

Scaling marketing operations: With ambitious goals to increase revenue and customer lifetime value, Fairphone needed to enhance its marketing capabilities beyond their current technology stack. The company sought more sophisticated tools to support an intelligent, data-driven marketing approach for their next phase of growth.

Fairphone needed to differentiate itself in a crowded market while staying true to its sustainability mission, requiring more targeted and personalized communication strategies.