Talk to us
Muy Mucho
From Offline to Online
Discover how the leading Spanish home decor brand transformed its business strategy with the innovative loyalty program "Muy Mucho Lovers".
Client and Context
Muy Mucho, a Spanish home decoration company with creative design and affordable prices, is looking to expand its successful model of physical stores - franchises in Spain and France - to the online world with its new ecommerce store.
Their goal: to reach more customers and generate new needs with their catalogue.
Challenge: Omnichannel loyalty for online and physical stores
Unify Database
Integrate franchisees' online and brick-and-mortar stores into a CRM platform to fully record each customer's history and enable personalized omnichannel communications based on purchasing behaviors.
'Muy Mucho lovers' loyalty program
Synchronized between physical and online stores to enhance brand engagement through a personalized, omnichannel customer experience.
Technical and operational challenges
Software integration
It was essential to ensure that the VisualGest ERP (enterprise management system) and the ecommerce would integrate without technical conflicts with Hubspot in order to:
- Create records of new loyal customers.
- Generate coupons valid at point-of-sale (POS) terminals in physical stores.
- Measure the transactions carried out.
Data centralization
Centralize contact data and action history, allowing you to send personalized communications from a single location.
Coordination between teams
Coordinate development, marketing and sales teams to ensure successful implementation and a coherent strategy.
Team autonomy
Choose software that is easy to use for any user and provide adequate training to the team, as well as ongoing technical support to resolve potential problems.
Solutions
Omnichannel experience that builds customer loyalty in physical and online stores
HubSpot's integration with Muy Mucho's ecommerce allows you to automate communications to complete the purchase flow and track its performance.
VisualGest ERPs for Spain and France connect via webhook calls and a middleware that updates data in HubSpot every night, thanks to a custom API development.
eCommerce connection
This connection has made it possible to track all user actions in the e-commerce, storing this data in each customer's history along with offline data to impact them based on their behavior and stage in the purchasing flow.
Discover more
The main actions have included sending personalized and automated communications for abandoned carts, welcome to the newsletter, recurring flows for products with a limited shelf life, suggestions for products from similar categories, post-purchase thank yous and reactivation of inactive customers.
This integration also offers transaction reporting to track web purchases and attributions.
Loyalty program
The "Muy Mucho Lovers" program offers reward coupons via email valid for 30 days, to encourage frequent purchasing and engagement
High coupons
Customers can sign up for the loyalty program using a HubSpot form, available both on the ecommerce site and at physical store POS terminals.
This registration triggers a webhook in HubSpot that contacts VisualGest to verify if the client already exists, generating a registration coupon if it was a new registration and sending a welcome email.
Shopping Points Coupons
The middleware updates the points accumulated by “Muy Mucho Lovers” every night based on their purchases in physical stores, sending this information to HubSpot.
If a customer accumulated more than 100 points, a webhook was activated to generate a corresponding coupon based on the amount of points accumulated (e.g.: 100 points equal €5 discount, 200 points equal €10, etc.) and subtract the amount of redeemed points from the customer's total points in the ERP.
Birthday and anniversary coupons
On the user's birthday or the anniversary of his or her registration in the program, a discount coupon was generated and sent to the customer.
Conclusions
The implementation of HubSpot CRM was essential to unify customer databases and communications in both physical and online stores, allowing for a personalized and automated strategy.
The “Muy Mucho Lovers” program has been a remarkable success thanks to the commitment of franchisees, generating a large volume of loyal customers and increasing purchase frequency and customer engagement.
Connecting ecommerce to HubSpot has enabled effective tracking to automatically impact customers based on their actions and behavior, offering incentives for them to complete their purchasing process.
This project has provided Muy Mucho with brand consistency in its interaction with customers and has proven to be the beginning of a long-term strategy.