Krëfel accelerates digital transformation with a composable customer experience platform

Krëfel, one of the best-known retailers of consumer electronics and household appliances in Belgium, wanted to further modernize its digital landscape to better respond to changing customer expectations. The existing on-premise e-commerce environment provided a stable foundation for many years, but limited the flexibility, scalability, and speed with which new digital initiatives could be rolled out.

In addition, Krëfel wanted to reduce operational costs, give marketing teams more autonomy and create a consistent customer experience across all digital and physical channels.

Together with competence center Elision, Krëfel opted for a composable customer experience approach based on a best-of-breed and API-first architecture. The first step was to migrate to SAP Commerce Cloud, which allowed the company to benefit from a scalable cloud environment with higher reliability and lower management costs.

The digital ecosystem was then expanded to include specialized solutions such as Contentful for headless content management, an advanced search solution, and modern front-end technology. Thanks to this modular architecture, new functionalities can be added more quickly and individual components can be optimized independently of each other.

An important part of the transformation was strengthening the effectiveness of the marketing team. Thanks to the choice of a best-of-breed approach, with SAP Engagement Cloud (Emarsys edition) integrated with SAP Commerce, Krëfel has the technological building blocks to manage marketing campaigns, content and customer interactions more efficiently.

The integration between SAP Engagement Cloud (Emarsys edition) and SAP Commerce makes it possible to better leverage commerce data such as customer behavior, product information, and purchase history within marketing activities.

The ultimate goal is to make omnichannel interactions more relevant, consistent, and tailored to the individual customer. The new composable architecture creates a flexible foundation for this and offers the possibility to further personalize and optimize the customer journey in the future.

The digital innovation also supported the rebranding of Krëfel into a lifestyle brand under the slogan "Live better". The new digital architecture lays the foundation for better connecting content, commerce and brand experience and thus building a consistent experience across all touchpoints, step by step.

By better aligning online and offline channels, Krëfel aims to further strengthen the relationship with its customers during every step of their purchase journey.

Today, Krëfel has a future-proof digital ecosystem that is ready for further growth and innovation.

The new environment offers, among other things:

• Lower Total Cost of Ownership (TCO)
• Higher stability and reliability
• More flexibility and scalability
• Greater autonomy for marketing teams
• An improved user experience for customers and employees
• Better alignment between online and offline customer interactions

With this composable approach, Krëfel has laid a strong digital foundation on which it can build further to embrace new market developments and further strengthen the digital customer experience step by step.