How Neuhaus saw its online sales explode thanks to the effective customer journey – Trends Information Services

At the beginning of the last century, Jean Neuhaus, a pharmacist by profession from Brussels, developed an original idea: a filled chocolate, known since then as “praline”. While Neuhaus now distributes its sweets to the four corners of the world, its bonbons are still produced in Belgium. In recent years, Neuhaus’ online activities have seen strong growth, even during the health crisis. A success that Neuhaus owes in large part to an efficient customer journey.

Neuhaus describes his bonbons as a symphony of flavors and textures. The first Neuhaus store, in the heart of Brussels, has given rise over the years to a network of more than 1,500 points of sale, online and offline, in more than 50 countries. It was only 5 years ago that the brand invested in digitization, when the new management realized that Neuhaus was still in the stone age in this field. Since then, the chocolate maker has come a long way and the result is simply stunning. Throughout this development, the customer journey has taken center stage. Even better, all innovations aim to improve the customer journey.

Given the international character of Neuhaus’ activities, a uniform customer experience across all sales channels was essential. The inventor of praline then set out in search of an e-commerce platform that would allow him to convey the same image in Europe and the United States, while maintaining a local flavor. This last point is particularly important for the brand. Mother’s Day, for example, is not celebrated on the same day all over the world. These types of events are of particular importance to Neuhaus, as gift orders represent almost 60% of its sales.

360° view of the customer

To properly understand customer behavior, it is necessary to have as much data about the customer as possible. And Neuhaus has no shortage of them. “Much of this data is collected in our physical stores, but the share of the e-commerce channel continues to increase,” explains Quentin Magnette, digital marketing manager at Neuhaus. It is then up to the company’s marketing department to make the best use of this data to develop campaigns. This service was looking for a solution that could move information from one application to another seamlessly.

To begin with, it was necessary to modernize the obsolete Neuhaus systems. In addition, its architecture needed to be improved so that the company could meet the demands of an ever-changing digital world. Forward, a Salesforce partner, allowed the brand to create an online store with many exciting features, such as wishlist sharing and the ability to consolidate shipments to multiple countries.

Neuhaus employees can manage content with a simple drag and drop. Everything is linked to the Neuhaus cash register system and a CRM tool created from an environment developed by Salesforce. Thus, Neuhaus has a 360° view of its customer data, which allows it to imagine a solid customer journey for both existing and new customers.

Neuhaus Insiders

What is the Neuhaus customer journey like? Neuhaus has created the “Neuhaus Insiders” program for its loyal customers who create an account on the site. Insiders regularly receive small freebies and are invited to sample the brand’s latest creations. On the occasion of Father’s Day, they receive an email presenting the gifts made by the brand. The text can be customized according to your profile.

Once a customer places an order, the company makes sure the gift reaches its recipient – ​​a parent here – as quickly as possible. He will also receive a message inviting him to participate in the “Neuhaus Insiders” program and thus benefit from small attentions and other advantages. The cycle starts again if he creates an account and also orders a gift.

swiss army knife

Neuhaus’ system is based on Salesforce Commerce Cloud, Marketing Cloud and Service Cloud, providing the company with a unified e-commerce platform that improves customer satisfaction and drives online store sales. “Our online revenue has increased 14 times in the last 4 years,” says Kelly Rotterdam, e-commerce manager at Neuhaus. “While 28% of customers have created an account in the past, this rate is now over 50%. This is important because we have seen that the average value of an order placed by a Neuhaus Insider is 11% higher than our other customers.”

While the days when Jean Neuhaus proudly presented his first praline are long gone, the chocolatier is constantly reinventing itself. Thanks to Salesforce, Neuhaus now has an efficient customer journey. And the company intends to continue to build on these foundations for years to come, with the same customer focus. Joffrey Loquet, Business Applications Manager at Neuhaus, shares some of the best practices that can be useful for other companies: “Salesforce can be compared to a Swiss Army knife in the sense that it offers a lot of possibilities. First, see what you can leave the platform. This will save you from having to revisit certain processes. Illustrate the result of your analysis, so that it is clear to all interested parties.”

“The first few years were quite difficult. We intended to start with building an e-commerce platform and build a team later on. We were on the wrong track. Surround yourself with the right people from the start and involve them in choosing For us, customer centricity is not just a matter of strategy or choice of technologies. It really needs to be rooted in the company’s culture. Once you get there, the rest follows”, concludes Kelly Rotterdam.

Want to know more about the topic of customer experience? Download the Salesforce Connected Customer State report.

Neuhaus describes his bonbons as a symphony of flavors and textures. The first Neuhaus store, in the heart of Brussels, has given rise over the years to a network of more than 1,500 points of sale, online and offline, in more than 50 countries. It was only 5 years ago that the brand invested in digitization, when the new management realized that Neuhaus was still in the stone age in this field. Since then, the chocolate maker has come a long way and the result is simply stunning. Throughout this development, the customer journey has taken center stage. Even better, all innovations aim to improve the customer journey. Given the international character of Neuhaus’ activities, a uniform customer experience, across all sales channels, was essential. The inventor of praline then set out in search of an e-commerce platform that would allow him to convey the same image in Europe and the United States, while maintaining a local flavor. This last point is particularly important for the brand. Mother’s Day, for example, is not celebrated on the same day all over the world. These types of events are of particular importance to Neuhaus, as gift orders represent around 60% of its sales. In order to fully understand customer behavior, it is necessary to have as much data as possible about them. And Neuhaus has no shortage of them. “Much of this data is collected in our physical stores, but the share of the e-commerce channel continues to increase,” explains Quentin Magnette, digital marketing manager at Neuhaus. It is then up to the company’s marketing department to make the best use of this data to develop campaigns. This department was looking for a solution that would allow them to move information from one application to another without any problems. To begin with, it needed to modernize Neuhaus’ outdated systems. In addition, its architecture needed to be improved so that the company could meet the demands of an ever-changing digital world. Forward, a Salesforce partner, allowed the brand to set up an online store with lots of cool features, like sharing a wish list and the ability to consolidate shipments to multiple countries. Neuhaus employees can manage content with a simple drag and drop. Everything is linked to the Neuhaus cash register system and a CRM tool created from an environment developed by Salesforce. Thus, Neuhaus has a 360° view of its customer data, which allows it to envision a solid customer journey for both existing and new customers. What is the Neuhaus customer journey like? Neuhaus has created the “Neuhaus Insiders” program for its loyal customers who create an account on the site. Insiders regularly receive small freebies and are invited to sample the brand’s latest creations. On the occasion of Father’s Day, they receive an email presenting the gifts made by the brand. The text can be customized according to the customer’s profile, as soon as the customer places the order, the company ensures that the gift reaches the recipient – the father here – as soon as possible. He will also receive a message inviting him to participate in the “Neuhaus Insiders” program and thus benefit from small attentions and other advantages. The cycle starts again if he creates an account and also asks for a gift. Neuhaus’ system is based on Salesforce Commerce Cloud, Marketing Cloud, and Service Cloud, allowing the company to have a unified e-commerce platform that improves customer satisfaction and increases in-store sales. “Our online revenue has increased 14 times in the last 4 years,” says Kelly Rotterdam, e-commerce manager at Neuhaus. “While 28% of customers have created an account in the past, this rate is now over 50%. This is important because we have seen that the average value of an order placed by a Neuhaus Insider is 11% higher than with our others. The days when Jean Neuhaus proudly presented his first praline are long gone, the chocolatier is constantly reinventing itself. Thanks to Salesforce, Neuhaus now has an efficient customer journey. And the company intends to continue to build on these foundations for years to come, with same customer focus. Joffrey Loquet, Business Applications Manager at Neuhaus, shares some of the best practices that can be useful to other companies: “Salesforce can be compared to a Swiss Army knife in the sense that it offers a number of possibilities . First, see what you can get out of the platform. This will save you from having to revisit certain processes. Illustrate the result of your analysis so that it is clear to all interested parties. “” The first years were quite difficult. We intended to start with building an e-commerce platform and build a team later. We were on the wrong path. Surround yourself with the right people from the start and involve them in choosing the tools. For us, customer centric is not just a strategy or the choice of technologies. This really must be ingrained in the company’s culture. Once you get there, the rest follows”, concludes Kelly Rotterdam Interested in learning more about the customer experience? Download the Salesforce Connected Customer State report.

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