Rapha case study CRM platform selection

HK-EN

HK-EN

HK-EN

HK-EN

Key Challenges

Our Approach

The Results

Rapha is a road cycling clothing and accessories brand that launched in the UK in 2004. The brand prides itself on the quality and performance of its products; and its website acts as online emporium of roadwear, accessories, publications and events that celebrates the glory and suffering of road riding.

Rapha wanted to automate its email marketing, but did not have an effective CRM system in place to manage its customer data in a way that would support this. It needed to select an appropriate system that would allow it to clean and manage its data in-house, and support an improved customer communications programme.

Rapha asked Practicology to help with this project, running a full system selection process and implementing the system that was subsequently chosen.

Using our unique ‘8 Ds Of System Selection’ framework, Practicology was able to guide Rapha through every step of the system selection process. This included running workshops with key stakeholders, to determine exactly what Rapha wanted to achieve and what the brand’s needs were from a CRM system.

From there Practicology did extensive research on available systems, and compared the pros and cons of each system against Rapha’s requirements. Practicology and Rapha dived into demos and workshops with a list of potential vendors, getting a feel for each system and how it would work for Rapha’s specific needs.

Being system-agnostic, Practicology was able to fully analyse different vendors, ensuring Rapha got a new system that matched all of its requirements.

Now Rapha can move forwards with its customer communications programme using the insight available in its new CRM system.

Testimonial

Rapha needed a CRM system that would support our commitment to outstanding communications with our customers and brand followers. Practicology has provided invaluable support in the selection of this system - with a process that was efficient and cost-effective - and we are confident it will meet all of our requirements.

Tom Wood – Trading Director – Rapha

Your Challenges

Where should we spend our digital marketing budget to maximise ROI?

Are our current ecommerce systems good enough to support our future plans?

Can you help us turn the data we have into insight that allows us to make better business decisions?

Services

CRM

Technology Strategy & Selection

Partner Selection

Related Case Study

T.M.Lewin

Technology Selection & Strategy, Digital Marketing

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Rapha
CRM selection

Practicology helped Rapha to choose a new CRM system