Kaporal is a ready-to-wear brand born in Marseille more than 15 years ago. It has more than 130 stores, more than 1,200 multi-brand points of sale, around 500 employees for a turnover of 125 million euros. Kaporal is a popular brand that caters to a very wide audience that loves trendy and rebellious fashion. Kaporal is a brand that leaves no one indifferent, a brand with a strong character, a recognizable and assumed style and above all a great French success story!

Kaporal did not have the culture of customer knowledge because the majority of turnover was achieved in BtoB. Five years ago, Kaporal only knew 35% of its customers. Today, this rate has risen to 80%. So it was really the first big challenge for Kaporal. To do this, we had to start structuring the data flows to centralize the data and work on an action plan to optimize data collection as well as on a strategy to retain customers. At the same time, Kaporal has developed a whole strategy related to omnichannel and web / store interactions.

The goals will be essentially to continue to improve customer knowledge by getting better targeting, by improving segmentation for their campaigns, and to optimize deliverability.

Investment must now focus on the right customers.

Historically, Kaporal routed its campaigns with SmartFocus. The CRM team had found out the limits of the tool because SmartFocus was a monotable solution. This no longer allowed them to develop their campaigns as they wished.

Kaporal was in contact with 3 multitables solutions on the market which seemed to meet its needs. With a small preference for Actito. And when Actito bought SmartFocus, the decision was simple and unanimous.

For budget reasons on Kaporal's side, the transition project was divided into several lots. Throughout the project, the Kaporal teams were really well supported and advised. The migration went very well and the whole team, both IT and Marketing side, is delighted.

The CRM team, made up of 3 people today, uses daily the Actito solution for BtoC communication. Getting started with the tool went very well. Navigation is simple and intuitive. The team has access to new KPIs which are really very interesting and which give great ideas for the future. In particular on what Kaporal could do around deliverability and around interactions with customers. The online help was really very helpful to them and got them very quick on some fairly simple questions. As for the other concerns, the team is accompanied by a CSM and support who are very reactive and available.