From Paper Coupons to Personalised Journeys: Rossmann’s CRM Transformation with Salesforce

Digital transformation is no longer a nice-to-have — it’s a business imperative. Rossmann Hungary recognised early on that sustainable growth and customer loyalty depend on how well a company understands and engages with its customers. That’s why they partnered with Salesforce and Attention CRM Consulting to create a powerful, scalable customer relationship management (CRM) ecosystem.

The first step: launching Rossmann+

Before 2018, Rossmann relied on printed coupon campaigns distributed to select regions — a method that was limited in reach and fraught with inefficiencies like coupon resale or loss. Recognising these limitations, they launched the Rossmann+ digital loyalty programme. It marked a turning point: for the first time, they could collect and track real customer data in a structured way, laying the foundation for personalised marketing and meaningful engagement.

The challenge: plenty of data, no system to handle it

With Rossmann+, customer data started flowing in — fast. But their systems weren’t equipped to handle the volume or the complexity. In-store purchases yielded only aggregated data, which made it impossible to target customers individually or understand their preferences.

They needed more than a generic email tool. They needed a true CRM system: one that could segment audiences, deliver tailored messages across multiple channels, and automate journeys intelligently.

Choosing Salesforce – and the right partner

Following a tender process, Rossmann selected Salesforce’s Marketing Cloud and Service Cloud, and chose Attention CRM Consulting as their implementation partner. In the early stages, Attention ran deep-dive workshops to map Rossmann’s data landscape and then built custom integrations to connect Salesforce with internal systems — ensuring that every targeting-relevant datapoint was up-to-date and centralised.

“Attention worked fast and effectively. They collaborated seamlessly with our marketing team and delivered a robust, sophisticated solution.”
— Ádám Fürjes, Head of Online Marketing

Marketing automation, but make it smart

With Salesforce in place, Rossmann’s marketing became data-driven and laser-focused. Key innovations included:

• Segmented email campaigns – Customers only receive offers relevant to their interests.
• Customer Journeys – Communications are triggered at the right time, on the right channel.
• Einstein AI – Predicts the best email open times for each recipient and optimises send times accordingly.
• Push notifications – Targeted mobile messages to Rossmann+ and VIP members, based on spending levels.
• A/B testing & dynamic content – The system learns from engagement and continuously refines messages.

“Thanks to automation and journey-based logic, I don’t need to manually build and send newsletters every day. The system does the heavy lifting.”
— Karolina Szabó, CRM Coordinator

COVID-tested: Real-time communication during crisis

When the COVID-19 pandemic hit, fast and reliable customer communication became crucial. Salesforce allowed Rossmann to react within hours — sending safety updates, store availability changes, or VIP programme news at the touch of a button. The platform proved indispensable for delivering up-to-date, clear, and targeted messaging when it mattered most.

Service Cloud: Customer service on one screen

The rollout of Salesforce Service Cloud in mid-2020 brought the next evolution. The entire customer support team now sees all relevant information on a single screen — purchase history, loyalty status, past interactions — making support more personalised and faster than ever.

Social Studio: Unified view across all channels

The most recent upgrade, Salesforce Social Studio, allows the team to monitor and manage all social media interactions within one platform. Regardless of whether a customer writes via Facebook, email, or mobile, their activity is centralised — avoiding duplicate responses and enabling more consistent, personal service.

What’s next?

Rossmann’s digital roadmap is far from over. Ongoing initiatives include:

• Personalised product offers in the webshop based on browsing and purchase history
• Integration of offline and online sales data for more accurate attribution
• Salesforce ‘Recommender’ pilot to show tailored products on rossmann.hu

“We no longer need to invest in massive billboard campaigns to open a new store. I can tell you exactly which customer might care, based on their zip code and shopping habits.”
— Ádám Fürjes

Summary: CRM as a strategic enabler

Rossmann’s journey proves that a CRM system is more than just software — it’s a strategic engine. With Salesforce and Attention’s expert support, they turned customer data into actionable insights, transformed their marketing operations, and built a system that enables real-time, relevant, and measurable communication. The impact? Better customer experiences and stronger business results.

FAQ – Frequently Asked Questions

1. Why did Rossmann choose Salesforce?
They needed a scalable, intelligent platform that could support highly personalised marketing and customer service across multiple channels.

2. Which Salesforce solutions are used?
Rossmann uses Marketing Cloud, Service Cloud, and Social Studio — integrated into one seamless ecosystem.

3. What business results did they see?
Faster campaign launch times, improved conversion rates, better customer retention — and a measurable increase in revenue.

4. What was the biggest challenge?
Structuring and activating a large volume of customer data, and aligning teams with the new tools and workflows.

5. What was Attention CRM Consulting’s role?
They led the implementation, built custom data integrations, trained the teams, and continue to support the system’s evolution.

Read the full story here