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CCC comes into the client's shoes

The CCC Group sells over 50 million pairs of shoes annually. It operates in 29 countries, has over 1,000 stores and nearly 70 e-commerce platforms. In Warsaw, the shoes or handbags selected by the CCC customer appear in front of his door within 60 minutes from the moment of ordering. Such a fast and well personalized offer delivered straight to the customer is an innovation in this market sector on a European scale.The CCC Group sells over 50 million pairs of shoes annually. It operates in 29 countries, has over 1,000 stores and nearly 70 e-commerce platforms. In Warsaw, the shoes or handbags selected by the CCC customer appear in front of his door within 60 minutes from the moment of ordering. Such a fast and well personalized offer delivered straight to the customer is an innovation in this market sector on a European scale.


This machine wouldn't work well without the right technology. Based on the Microsoft Azure cloud and Synerise and Elitmind solutions, a comprehensive, advanced customer analytics system was created that allows to achieve a number of business goals.

The history of Microsoft, CCC and Synerise cooperation in the area of ​​digital transformation dates back to 2018, when the companies signed a partnership agreement in the area of ​​innovation. At that time, Microsoft declared access to technology, know-how and the ecosystem of partner companies, and CCC announced the continuation of the effective and dynamic implementation of modern technologies in all Group companies. Synerise, for its part, added a technological brick AI and Big Data.The history of Microsoft, CCC and Synerise cooperation in the area of ​​digital transformation dates back to 2018, when the companies signed a partnership agreement in the area of ​​innovation. At that time, Microsoft declared access to technology, know-how and the ecosystem of partner companies, and CCC announced the continuation of the effective and dynamic implementation of modern technologies in all Group companies. Synerise, for its part, added a technological brick AI and Big Data.


During the crisis caused by the global pandemic and accelerated changes in customer behavior, the retail market is facing unprecedented challenges, in particular in terms of presence in the omnichannel environment. CCC has been implementing the digital transformation strategy for several years, thanks to which in the past year we not only did not slow down the pace of business development, but also accelerated it - including by introducing a number of new innovations for clients. Thanks to cooperation with Microsoft, in the field of data management on CCC relations with 11 million of our regular customers, we have access to secure cloud technology as well as solutions and knowledge of their Polish partners , says Karol Półtorak, vice president of the management board of CCC.


In the new era of retail, the transition to the cloud and a thorough understanding of data in order to best and fastest respond to customer needs is a key element in building a competitive advantage. CCC understands this perfectly and in the new reality introduces the latest technologies to its processes and service in order to respond in the most personalized way to the expectations of its customers in real time.


The project carried out with CCC is one of the examples of using the power of AI and Data Analytics, which in this case helps humans analyze huge data sets and see regularities, trends and customer needs that a" traditional "analyst would not even have a chance to notice, certainly not in real time. The solution implemented and used by CCC is one of the first in Europe and in the world, says Paweł Jakubik, member of the management board in the Polish branch of Microsoft.

 

Every customer comes firstEvery customer comes first


Perfect fit for service is like shoe size. The projects implemented by the CCC Group assume therefore placing the customer in the center, which is aimed at building positive consumer experiences within the so-called customer experience.


Cooperation with Microsoft, Synerise and Elitmind is another step towards the implementation of our company's strategy, assuming the implementation of an effective and scalable omnichannel model, which will allow us to be always where the customer with the product they are looking for. We are developing a unique platform whose goal is to create a dedicated offer for all sales channels, from a stationary store, through mobile access, to e-commerce. Thanks to this, the company will be able to adjust the offer to an individual client, regardless of the channel in which it is currently located, as well as, based on AI and predictive models, be a few steps ahead of the client. This is our response to the changing market and trends, says Wojciech Górniak, head of CRM at the CCC Group. He emphasizes that a customer who makes purchases in both traditional and digital channels (web, application, tablets in stores, etc.) generates on average more than a half more revenue during the year, compared to a single-channel customer.
 
Data and AI and a perfectly matched offer


CCC has decided to use Microsoft Azure, an analytical platform in the cloud, as well as the Synerise platform, thanks to which it will be possible to process data from multiple channels simultaneously in real time. At the same time, the Group wants to use the potential of artificial intelligence (AI) and processing of large data sets to implement a strategy focusing on customer needs, using a solution developed by Elitmind.


These types of projects are characterized by a high degree of difficulty, as they contain all the elements of a modern analytical environment, such as the possibility of storing very large and diverse data and their rapid processing. To this should be added the possibility of predictive analyzes and multi-channel communication with a large number of systems. In the end, it gives the opportunity to analyze and report both ad-hoc and historical trends, says Robert Woźniak, responsible for the project, but also one of the founders of Elitmind.


The Synerise technological platform allowed for the unification of data on customer behavior in all channels. Purchases in a stationary store or user interactions in e-commerce in real time go to the Customer Data Platform, creating unique behavioral profiles. Thanks to this, it is possible to automate and personalize the shopping path for each client, using the most effective communication channel for him (e-mail, text message, push notifications, mobile application, website).


We believe that in customer-focused industries, the basis for creating innovation is order in the data, and thanks to cooperation with CCC, we can jointly create innovations on a global scale. The solutions that we develop together improve these experiences so that the customer has a sense of response to his needs at every stage of the purchasing path. Thanks to the technology based on artificial intelligence and the volume of CCC data, we are sure that together we provide added value to the end customer, which translates into the financial results achieved.  - says Jarosław Królewski, president at Synerise

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The digital omnichannel platform is already fully used for the daily work of the CRM team at CCC. Due to the speed of implementation of new services and appropriate monitoring of their costs, it is further developed with new areas and functionalities.

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