Enrique Teixidó Font
E-commerce and Digital Marketing Manager at Tea Shop
“Omega is a partner that knows how to understand us and adapt to our needs, involved and with a strong team that complements us and gives us complete confidence.”
Tea Shop
Tea Shop invests in digital transformation, optimizing its CX and driving its Loyalty program
The project
Tea Shop is a pioneer and leader in the loose-leaf tea and bulk infusions market in Spain. They operate over 100 stores nationwide and internationally, expanding in countries like Portugal, Italy, and Brazil. To maintain leadership, in 2022 the company committed to a software technology renovation that would allow them to continue growing in an agile, stable, and secure manner. Since then, Omega CRM has been supporting Tea Shop to consolidate this position and continue evolving the ecosystem implemented with Salesforce.
The challenge was
The challenge included providing a robust solution that would enable expansion into the other markets where the group is present.
- Redesign of the TeaShop Loyalty Program.
- Support the sales incentive program launched by the company in stores.
- Improve customer experience.
- Provide autonomy and flexibility to the marketing team to execute their CRM strategy and manage customer communications.
- Franchisee management.
- Data consolidation and reporting.
We apply solutions
Solution designed by Omega CRM using Salesforce Service Cloud, Experience Cloud, Marketing Cloud, and CRM Analytics.
- Loyalty Program. New logic and loyalty engine developed in Salesforce to manage the creation and assignment of points based on milestone achievements, implemented through a digital stamp card system with expiration control. Additionally, the marketing and customer service teams were given the ability to manage and create coupons for omnichannel use directly from the CRM.
- Clienteling. A solution for customer acquisition and management in stores by advisors, aligned with a company-initiated incentive program. The system includes signature collection and consent recording, with ERP integration to view and associate customer purchases.
- Customer Service Improvement. Stores and customer service teams now have access to the complete customer profile (Name, ID, etc.), with updated statuses and a history of transactions (coupons, stamp cards, online and offline purchases, etc.). The system also allows case creation from various sources (stores, web, email…).
- To give autonomy to the marketing team, a data model was created to enable all desired segmentations via drag&drop. The customer lifecycle was automated, with the design and launch of various customer journeys (welcome, birthday, stamp expiration…), along with tailored training for the TeaShop team.
- Franchisees. An analysis identified disorganization in communications and issues related to franchisees. New processes and channels were defined for handling customer service for franchisees via case management, organizing and harmonizing the database and input methods.
- To address data consolidation and reporting challenges, integrations were performed with TeaShop’s ERP and e-commerce platform. An error log system was developed with real-time calls to retrieve the necessary information. Lastly, KPIs were defined, and a series of reports and dashboards were designed and implemented in CRM Analytics to track activity, measure success, and assess the impact of various strategies (customer acquisition by source, sign-ups per store, salesperson, loyal customers, churn rates…).
The results
- Omnichannel and 360-degree customer view,
- Automation of the loyalty program,
- Professionalization and improvement of internal and external customer service,
- Cost and process optimization: centralizing efforts on a single technology,
- Significant increase in customer satisfaction,
- 20% reduction in churn with a 10% increase in customer sign-ups.
