Rossmann Hungary Ltd. and Salesforce Integration: A Success Story

Rossmann Hungary Ltd. has successfully implemented two Salesforce modules—Marketing Cloud for email and push notifications, and Service Cloud for customer service management. The project was executed in collaboration with Attention CRM Consulting, with key contributions from Ádám Fürjes, Online Marketing Group Leader, and Karolina Szabó, CRM Coordinator.

The Challenge: Moving from Paper to Digital

By 2017-2018, Rossmann realized that its traditional business model, which relied on paper coupons distributed through mail in specific areas, was becoming obsolete. This approach not only failed to reach all customers but also caused issues like lost coupons and unauthorized reselling. To address these challenges, Rossmann embarked on a digital transformation journey and launched the Rossmann+ program in the fall of 2018. Customers could earn a 10% coupon after qualifying purchases and receive digital notifications, complemented by a physical loyalty card.

Previously, Rossmann relied on limited customer data, primarily aggregated transaction information from physical stores. “We only had data on what products were sold in which stores and the total revenue,” Ádám explains. This lack of detail made personalizing communications nearly impossible. However, with the launch of Rossmann+, the company built a robust customer database. This influx of data—including purchasing habits and demographic details—created a need for a system capable of managing and utilizing it effectively.

Seeking Better Communication Tools

At this stage, Rossmann recognized that basic email marketing tools were insufficient. They wanted to deliver personalized, segmented messages tailored to customer interests. “We didn’t want to spam everyone but share highly relevant messages about products they would genuinely care about,” Ádám says. After a competitive tender, Rossmann selected Salesforce and partnered with Attention CRM Consulting. The Marketing Cloud module was the first to be implemented, with plans to later roll out the Service Cloud.

Implementing the Solution: A Collaborative Effort

Attention CRM Consulting began by conducting workshops to map Rossmann’s data structure and identify integration points with Salesforce. “During the design phase, we figured out where the data was stored, how to process it, and how to connect it to our IT systems. This ensured that the Marketing Cloud always had the freshest, most up-to-date data,” Ádám explains.

In just four and a half months, the system was operational. “Attention worked quickly and efficiently. They not only collaborated with our marketing team but also played a key role in the technical implementation. Since then, we’ve continued to improve the system together,” he adds.

Transforming Communication with Marketing Cloud

The introduction of Marketing Cloud significantly improved Rossmann’s communication strategy. “Our old mass-email approach has been replaced with something far more sophisticated,” Ádám says. Initially, the platform was used for newsletters but later expanded to include other features, further enhancing the communication process.

Karolina highlights the platform’s customer journey functionality. “We can now pinpoint the best moment to contact customers with the right message. For example, Einstein AI recommends the optimal time for email delivery based on individual preferences, and this process is fully automated.” Rossmann has developed numerous smart automations that run with minimal human intervention.

Adapting During the Pandemic

Both Ádám and Karolina reflect on how the system proved invaluable during the Covid-19 pandemic. The ability to send instant messages to customers was crucial during this time. “The Salesforce platform enabled us to quickly educate customers on safety measures, like wearing masks. We could react within hours and adjust as new information came in,” Ádám says.

Expanding Capabilities: Push Notifications and Service Cloud

In spring 2020, Rossmann began using push notifications through its mobile app. This feature allowed the company to send automated, behavior-based messages to customers. For example, it enabled targeted promotions for Rossmann+ members and VIP customers.

Later, in summer 2020, the company implemented the Service Cloud to streamline customer service. “Now, all customer data is accessible in one place. Our team can view purchase history, preferences, and past interactions, making customer service much more efficient,” Ádám notes.

Social Media and Sales Integration

Rossmann also adopted Salesforce’s Social Studio to manage interactions across social media platforms, ensuring customer inquiries were addressed without redundancy. Additionally, smaller integrations, such as conversion tracking and personalized product recommendations on the website, are in development. Ádám explains, “For example, if someone buys 10 tubes of Colgate toothpaste, we won’t send them another offer for the same product. Instead, we’ll focus on other relevant items.”

 

Results: Effective Communication and Increased Revenue

Reflecting on the project’s success, Karolina emphasizes the importance of careful planning and collaboration. “Implementing Salesforce required resources and expertise, but with Attention CRM Consulting’s support, we met our deadlines. Salesforce is an amazing tool, and I wouldn’t switch it for anything,” she concludes.

Ádám adds that working with an external partner allowed them to experiment with new approaches. “We’ve seen the impact on revenue—sales and even the opening of new stores have accelerated. With Salesforce, we can target the right customers for new store launches based on their location and shopping habits.”

Conclusion: A Seamless Transition

The Rossmann team adapted quickly to the new system, with no significant challenges during the transition. While they initially believed they could manage Salesforce independently, they realized that expert assistance from Attention CRM Consulting was essential for advanced filtering and message targeting.

Overall, Rossmann’s digital transformation has been a resounding success, delivering streamlined communication, improved customer engagement, and enhanced business results.