Porta Möbel

CRM for the furniture industry ensures targeted customer acquisition

Twenty large specialty stores, over 70 discount branches, millions of customers every year - Porta Möbel Handelsgesellschaft mbH & Co. KG is one of the largest furniture retailers and the top-selling owner-operated furniture dealer in Germany.

Porta sought to strengthen its individualized marketing in the form of newsletters and direct mail. Offerings were to be tailored to the customer and be effected through personalized advertising. Useful here: The furniture retailer has a high proportion of regular customers and, due to the large proportion of personalized sales (sales contracts and customer cards), has a large customer base with associated transaction information.

For its target group approach, Porta was looking for a special customer relationship management geared particularly to the furniture trade, which would make it possible to address its customer requirements. Porta found what it needed at SALT Solutions. The SALT Retail CRM solution is based on an open and extendable platform. With Oracle as the database system and pre-implemented data structures used for the data warehouse, Porta created an architecture whose growth potential is virtually unlimited.