Grupo Axo: Simplifying a multibrand, multisegment, omnichannel ecosystem by putting data and customers at the core
How to fashion an enhanced omnichannel customer experience
Representing more than 50 global retail brands in Latin America, Grupo Axo SAPI de CV had multiple ERP and e-commerce systems to contend with. Using SAP Customer Experience solutions, the company sought to streamline the IT landscape and strengthen the omnichannel customer experience by becoming more data driven and customer centric.
| Industry | Region | Company Size |
| Retail | Mexico City, Mexico | 9,700 employees |
view of each customer.
centralized location for customer data.
Head of CRM and Analytics, Grupo Axo SAPI de CV
Streamlining a complex purchasing ecosystem
Headquartered in Mexico, with a regional presence in Chile, Peru, and Uruguay, Grupo Axo represents more than 50 leading retail brands in the lifestyle, off-price, athletics, and outdoor segments. With 30 years of experience, it has a portfolio of global designer, luxury, sportswear, footwear, and beauty brands such as Nike, Tommy Hilfiger, Calvin Klein, Guess, and Victoria’s Secret.
With multiple brands being managed in 39 online stores and seven applications, the IT landscape had several different ERP and e-commerce systems that needed connecting. The company processed 200 million data transactions, kept 23 million customer records, and had 10 data sources, yet it lacked customer relationship management (CRM) and data governance functionality, as well as an omnichannel CRM strategy.
Grupo Axo wanted to improve its customer knowledge and adapt the way it thinks about and engages with customers. It wished to use customer data, consent, and analytics to gain better visibility into customer identity profiles and behavior and support the marketing team with insights to create in-the-moment customer branded experiences. The ultimate business goal was to offer customers the same branded experience across 834 physical stores and 7,700 POS devices, using in-store and e-commerce POS data as a catalyst to connect customer data to operational data and ultimately enhance the customer experience.
Head of CRM and Analytics, Grupo Axo SAPI de CV
Implementing cloud solutions to gain visibility into customer behavior
Grupo Axo chose to implement a number of complementary SAP Customer Experience solutions. For example, the company relies on customer data solutions from SAP to support the collection and centralization of customer data, including identity and privacy consent. The capabilities include an e-commerce login, newsletters, consent forms, and a unified preference center, giving customers control of their identity data, what they choose to share, how they would like to receive communication, and the content they would prefer to engage with.
SAP Customer Data Platform provides a single view of customer behavior across brands. Together with SAP Customer Identity and Access Management solutions, the platform allows Grupo Axo to focus on areas such as customer segmentation, lifecycle, omnichannel experiences, and unique customer insights by gaining transparency into their interactions, shopping behaviors, and profile from transactional and permissioned identity data.
The SAP Emarsys solution provides Grupo Axo with CRM and marketing automation that supports interaction and communication with customers to increase buyback, retention, and loyalty. This includes CRM ads, push notification apps, personalization campaigns, e-mail and SMS campaign execution, and website and app personalization and recommendations.
Head of CRM and Analytics, Grupo Axo SAPI de CV
Achieving a more customer-centric and data-driven company culture
Grupo Axo is anticipating an increase in revenue as a result of its business transformation. That’s because the company can now communicate better with its customers and become more customer centric and data driven. It can also make more-informed decisions, build a strategy to align with the needs of omnichannel customers, and strengthen customer loyalty, purchase frequency, and spend.
Customer data solutions from SAP help Grupo Axo’s customers manage their identity and consent preferences, while SAP Customer Data Platform gives the company a 360-degree view of its customers, irrespective of which brands they buy. This visibility provides a greater understanding of how customers use the different buying channels across various brands and who the omnichannel customers are. In parallel, SAP Emarsys lets the company deliver highly personalized omnichannel experiences to its customers.
Grupo Axo has been able to increase its customer knowledge, segment customers, identify consumption patterns, suggest cross-brand purchases and promotions, create sales distribution lists, and focus on KPIs. The SAP solutions allow the company to deliver firsthand communication in various channels, such as e-mail, SMS, push notifications, and paid media. There are personalization capabilities on 10 websites, recommendation carousels on 6 websites, and lead-generation activation journeys on 8 websites, with channel orchestration. The solutions have also enabled marketing automation and maximized customers’ uptime throughout the brand lifecycle phases of activation, retention, and recovery.
Head of CRM and Analytics, Grupo Axo SAPI de CV