D. SWAROVSKI KG
Customer Snapshot: Overview
More than 200,000 variations of shapes, colors, and sizes
Traditional marketing materials just can’t showcase the sheer variety of the Swarovski crystals, and do a disservice to this beautiful brand of products by inhibiting customers from fully witnessing all of the magic that Swarovski creates. They were only seeing about 10% of the entire Swarovski collection, until now. Using the SAP Mobile Platform, the sales force has a new interactive digital app for iPads, so now customers can view every size, shape, and color available, and even create their own designs.
D. SWAROVSKI KG
~ US$3 billion
Number of Employees
~30,000 in 170 countries
Line of Business
SAP Mobile Platform
Customer Snapshot: History
Customer Snapshot: Business Model
Customer Snapshot: Success Strategy
More Information, Less Weight
Every Swarovski sales representative relied on a 40kg set of product presentation tools, including a print catalog, demo boxes, product flags, and print brochures to engage prospective customers. Despite their heft, the sales tools demonstrated less than 10% of the available product variations. For instance, the print catalog was organized by product, with only one representative crystal shown and descriptions of other available colors.
Information about other characteristics, such as surface effects or which crystals can be applied on glass, was spread throughout the catalog.
To fully represent the wide range of Swarovski’s products, the company decided to work with SAP to develop a digital mobile app for the Apple iPad. The Crystal Collection App, built on the SAP Mobile Platform, literally puts the entire collection of Swarovski creations at their fingertips.
Enter SAP: The SAP Experience
Designed for Usability
After developing user requirements, Swarovski worked with SAP experts to address technical needs and develop a rough prototype. The SAP Mobile platform integrates smoothly with Swarovski’s merchandise database, so images appear quickly. After a couple of rounds of revisions, including involvement from Swarovski product management and sales, the final version of the Crystal Collection App was released to great praise.
Finding the Right Kind of Sparkle
In addition to the visually attractive presentation the iPad provides for all crystals in their original colors and sizes, the app provides 3D views of product variants. Smart filter categories are the key to quick operation—desired products can be found in just a few touches. The user can then save images or send Swarovski an inquiry right from the app.
Better Business: Benefits
The app also simplifies the responsibilities of sales representatives; they can now inform, engage, and even take orders from one lightweight tablet computer.
Better Business: Run Simple
The Swarovski Crystal Collection App can promote new product launches and innovations the moment they are released. The app even includes current availabilities of products and is now not just used for B2B but also for B2C interactions.
As customers adopt an e-commerce version of the app, fashion designers and collection managers will appreciate included trend information and suggestions for material combinations. The app allows them to make mood-boards to help visualize crystals in combination with background colors and textiles, aiding their creative endeavors.