Success Story
About the Client
The client is a leading CRM software provider headquartered in New York, with operations spanning the globe. They serve a prestigious clientele, including luxury brands such as Gucci, Cartier, Reiss, and Marc Jacobs. The company offers comprehensive solutions for retail teams to connect with prospects, engage clients, and work more efficiently. Their flagship CRM helps stores drive qualified traffic, deliver personalized digital services, prioritize sales opportunities, and boost team productivity and collaboration.
Business Situation and Requirements
Companies modernize legacy applications to improve performance, reduce maintenance costs, enhance security, ensure compliance, and enable seamless data migration and modern UI/UX. Modern systems also support AI and analytics, improve integration with new tools, and increase business agility to respond quickly to market changes and evolving customer expectations.
Our client had a proprietary CRM platform that helped global luxury brands boost sales, marketing, and customer loyalty. The system managed customer, product, and sales data while generating business reports and could be tailored to each client’s needs. As customer behaviors evolved and the user base grew, modernizing the CRM became crucial to improve performance, scalability, and revenue while turning new customers into long-term loyal clients.
The client’s key requirements included:
Upgrading Core Technology Stack: Evolve the CRM platform’s underlying technology to make it more robust, scalable, and adaptable to the constantly changing business requirements of customers.
Enhancing Relationship Management: Incorporate tools and features to improve internal transparency, allocate resources using data-driven insights, and track the progress of initiatives through traditional and customer-focused KPIs.
Modernizing User Interface: Implement a modern, intuitive UI to improve user adaptability and enhance the overall user experience across the platform.
Developing Product Suites: Build three distinct product suites catering to different stages of retail management: acquisition, clienteling, and productivity.
Migration of data: Seamlessly migrate over 2TB of customer data, including product images, information, metadata, and organizational details, into the new CRM while ensuring data integrity and minimizing downtime.
Our team started by reviewing the existing CMS code to see which parts could be reused in the new system. Since the old platform was built on outdated technology, the usable code had to be refined before integration. Our business analysts and software architects designed the platform’s optimal architecture, fine-tuned the functional requirements, and created a complete product vision with clear development roadmap.
Comprehensive, Role-Based CRM for Retail Automation
We developed a cross-platform web-based CRM to automate day-to-day retail sales tasks. Around 30% of the previous code was reused, saving time and cost. The system manages customer, product, and sales data, improves loyalty, supports marketing campaigns, and enables role-specific functionality for store associates, managers, and brand admins. Users can track purchases, engagement gaps, and proactively engage customers.
User Experience, Customization & Multilingual Support
The platform focuses on user-friendliness and granular customization. Stores can tailor dashboards and workflows, track customer interactions, and manage sales performance efficiently. Mobile web support includes push notifications for timely updates. The CRM supports multiple languages, including English, Arabic, German, French, and Japanese, enhancing accessibility for diverse teams.
Scalable & Secure Cloud Infrastructure
Built on AWS for reliability and scalability, leveraging EC2 for hosting, RDS for database management, S3 + CloudFront for fast content delivery, and Elastic Load Balancing to scale resources dynamically. Multi-instance architecture reduces operational costs by 30–40%. Security is ensured via AWS WAF and Sucuri Firewall to protect against attacks while maintaining high performance.
Integrated Communication, Analytics & Reporting Tools
The CRM supports multi-channel engagement- WhatsApp, iMessage, email (Sailthru API), SMS, and a custom Twilio-based video conferencing module for direct customer interactions. Advanced analytics generate graphical and tabular reports on sales, customer activity, and associate performance. Large datasets are optimized using MySQL views for fast retrieval, enabling data-driven decision-making and improved operational efficiency.
Impact
Following the successful revamp of the CRM platform, the client now offers a seamless, flexible, and user-friendly system, fully customizable to diverse business models, enhancing sales, marketing, and customer engagement globally. The modernization reused over 30% of code and delivered 40% operational cost savings.
Recognizing Unthinkable’s technical expertise, timely delivery, and reliable support, the client has partnered with them for five years. The team manages 11 major projects for leading luxury brands worldwide, deploying 9 DevOps engineers to ensure smooth operations.
>30%
of code reused
40%
operational cost savings
5
years of ongoing engagement
