OLYMP Bezner KG from Bietigheim-Bissingen (Ludwigsburg district, Baden-Württemberg, Germany) wants to align its product developments as well as communication and advertising measures even more closely with the needs of the various target groups in future. To further professionalize interaction with consumers, a new customer relationship management (CRM) system has now been successfully installed.

The points of contact with the various customer groups are becoming increasingly complex, diverse and digital. As part of its omnichannel strategy, OLYMP has therefore set itself the goal of further networking the various communication and sales channels online and in-store. By consistently focusing on existing and potential buyers, all processes for building and maintaining customer relationships can be optimized and existing potential in the direct-to-consumer (D2C) business can be used in the best possible way.

Kai Graf, Managing Director for Sales at OLYMP, says: “As a brand, we want to be even closer to our consumers, engage more intensively with them and inquire more actively about their attitudes and opinions. On this basis, we can communicate with our loyal and future brand fans in a more individual and targeted manner across all touchpoints and curate offers in line with their needs. The successful completion of the CRM project is therefore another milestone in our ambitious corporate strategy.”

OLYMP has opted for a CRM solution from Salesforce, the world's leading CRM provider. By using Service Cloud and Marketing Cloud, all departments can obtain a 360-degree view of the customer, seamlessly linking and evaluating their purchasing histories, preferences and needs from OLYMP´s own retail and online sales. Data analysis using predictive artificial intelligence (AI), can identify behavioural patterns, predict outcomes and specify communication content. In this way, the quality of advice can be improved and purchase recommendations can be made that are even more tailored to customers’ requirements.

At the same time, the information is continuously enriched with the respective preferences for media use, shopping location, clothing style, purchase criteria, willingness to pay, need for advice or exchange behaviour. In the interests of avoiding too much data and saving resources, only the data that is relevant for the respective purpose is collected.

OLYMP Bezner KG, from Bietigheim-Bissingen near Stuttgart, is the market leader for shirts in Germany. In addition, its high-quality clothing range – which includes not only business but also casual and full-dress shirts, knitwear, sweatwear and accessories – is sold in over 40 countries worldwide. In the past financial year, OLYMP was able to increase its sales slightly compared to the previous year, despite the persistently difficult business environment. In 2023, it generated revenues of 229 million euros.