CX transformation in FMCG | data-driven direct-to-consumer strategy for german brewery

digital transformation

to break free from traditional FMCG distribution limitations, one of germanys biggest breweries implemented a customer experience platform, crm and service cloud to unlock direct custimer relationships. let's explore the strategy, execution and how a data-driven approach delivered tangible results.

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challenge: the case for transformation

fragmented systems & data silos hindered a unified customer view.
limited direct contact—reliant on retailers and ATL advertising.
changing consumer demands on quality, pricing, and traceability.
customer loyalty? only visible through broad surveys and generic ads.
regulations around alcohol marketing added complexity.

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“How does a traditional brand stay true to itself, yet reinvent itself?”

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approach: a smart, layered cx strategy

data & experience platform: implemented bloomreach CXP for unified customer data and segmentation.
integrated crm: connected salesforce service cloud for a 360° customer view.
engagement infrastructure: expanded loyalty and feedback program to drive meaningful connections.

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execution and workflow

To bring the strategy to life, we connected a powerful data layer (Bloomreach CDXP) with Salesforce CRM, enabling a single, real-time view of each customer. As proxy product owner and project manager for the DXP and CRM streams, I coordinated cross-functional teams, ensured alignment with strategic goals, and translated business needs into technical deliverables. This setup allowed Krombacher to orchestrate personalized campaigns across channels—automated, targeted, and insight-driven.

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