CHRIST’s Journey to Digital-First Customer Engagement with SAP Emarsys

As the German market leader in affordable luxury with a presence that spans over 200 stores across Germany and Austria, CHRIST has long been a trusted emblem of quality. Now, in a bold move to meet the evolving demands of its discerning clientele, the company is embarking on a transformative journey with SAP Emarsys and SAP Commerce Cloud.

In this blog post, we’ll dive into how CHRIST is leveraging SAP solutions to blend the elegance of traditional retail with the untapped power of digital innovation. Discover the strategic shifts and behind-the-scenes insights that are setting the stage for a new era of customer engagement—where technology and timeless craftsmanship meet.

With customer expectations and market dynamics evolving at an increasingly fast pace, traditional brands face a pressing need – innovate, or be left behind. 

CHRIST’s challenge

For CHRIST, the challenge was clear – break down data silos and streamline multiple CRM systems to create a seamless, omni-channel customer experience across their digital channels and network of 200+ stores. 

The goal was not just to maintain performance during peak periods, but to build a robust digital foundation that could adapt to increasing demands and deliver consistently high uptime—even during the busiest seasons.

Their ambitious objectives

To meet these challenges, CHRIST set ambitious objectives focused on scalability, operational efficiency, and enhanced customer engagement. 

By reimagining its digital strategy, the company sought to create an environment where technology could drive targeted, personalized interactions and unlock new revenue opportunities.

At the heart of CHRIST’s digital transformation is a strategic collaboration with SAP, leveraging two powerful solutions to redefine customer engagement and operational efficiency.

1. SAP Emarsys

SAP Emarsys has helped CHRIST gain a clearer understanding of their customers, giving them the data and tools they need to engage them more effectively. Plus, with the introduction of new channels like Mobile Wallet, CHRIST has been able to deepen the customer experience by bridging the gap between online and offline marketing. 

This powerful combination has empowered CHRIST to:

• Deliver personalized offers: Customers receive relevant promotions directly on their mobile devices, increasing engagement and driving in-store visits.
• Use Mobile Wallet to power cross-channel loyalty: Seamlessly store and redeem loyalty rewards through Mobile Wallet, making it easier for customers to stay connected with Christ.
• Provide real-time updates: Send timely notifications and updates about promotions, events, and exclusive deals, keeping customers informed and engaged.
• Deploy powerful automations: With ready-to-use tactics, CHRIST was able to launch powerful automations, like personalized birthday emails and loyalty rewards, in under 1 hour.

These, in turn, have delivered meaningful improvements to their marketing performance: 

• Increased open rates: Leveraging SAP Emarsys, CHRIST has seen a substantial increase in email open rates by 10 to 15 percentage points.
• Notable revenue growth: These improvements in campaign effectiveness have directly contributed to a 30 to 40 percent revenue increase compared to previous periods.

With the capabilities of SAP Emarsys, CHRIST is now able to deliver more relevant and timely communications, resulting in higher customer engagement and increased repurchase rates. 

2. SAP Commerce Cloud

SAP Commerce Cloud offers the flexibility and scalability required to meet high-demand periods without compromise. For CHRIST, this platform has delivered:

• Unmatched performance: Achieving a 99.9% uptime, even during peak holiday traffic.
• Robust order management: Efficiently managing and shipping over 60,000 orders during critical seasonal periods.

By providing a resilient and scalable digital storefront, SAP Commerce Cloud has empowered CHRIST to maintain seamless operations and ensure a consistent customer experience  – regardless of traffic surges.

Leveraging AI for personalization

Complementing these solutions, CHRIST is set to further enhance their customer engagement with SAP AI toolkit. By analyzing vast amounts of data, the AI-driven approach helps CHRIST focus on high-value customer segments and personalize their marketing, ensuring that every engagement is as meaningful as it is timely.

Together, these SAP solutions are laying the groundwork for a more agile, data-driven, and customer-centric future at CHRIST.

CHRIST’s digital transformation marks not just an upgrade in technology but a complete reimagining of how customer engagement and operational excellence are achieved in the modern retail landscape. By embracing a digital-first approach with SAP Commerce Cloud and SAP Emarsys, CHRIST has set new standards in reliability, personalization, and efficiency.

As the company continues to innovate, its journey serves as a powerful reminder that transformation is an ongoing process. With plans to further integrate AI-driven personalization and deepen data insights, CHRIST is well-prepared to navigate future challenges and capitalize on emerging opportunities.