Case Study : Alain Afflelou

Alain Afflelou is a leading optical and hearing-care retailer operating hundreds of stores across Europe through a large franchise network.

To modernize its customer engagement strategy and better support its franchise ecosystem, Alain Afflelou launched a CRM transformation initiative.

360Asklogix implemented a multi-cloud Salesforce platform (Sales Cloud, Service Cloud, and Marketing Cloud) to centralize customer data, improve marketing campaigns, and strengthen customer service operations across stores.

The initiative created a unified CRM ecosystem enabling a 360-degree view of customers and improved coordination between headquarters and retail locations.

Alain Afflelou operates through a complex retail and franchise model that requires strong coordination between corporate teams and local stores.

Several operational challenges were identified:

• Fragmented Customer Data: Customer information from store visits, appointments, and marketing campaigns was stored across different systems, limiting visibility on customer interactions.
• Limited Personalization in Marketing: Campaigns were executed broadly without leveraging detailed customer insights.
• Disconnected Customer Service Processes: Customer inquiries and after-sales support were handled through multiple channels without centralization.

Strategic Objective:

• Consolidate customer information across stores
• Improve targeted marketing campaigns
• Support customer service interactions
• Strengthen collaboration between headquarters and franchisees

360Asklogix implemented a Salesforce multi-cloud architecture supporting both marketing and customer relationship management.
Sales Cloud – Customer and Store Relationship Management

• Consolidated customer records
• Tracking of store interactions and appointments
• Reporting on sales activities across locations

Marketing Cloud – Customer Engagement

• Customer segmentation based on purchase and visit history
• Automated marketing journeys for promotions and reminders
• Targeted communications for product launches and store events

Service Cloud – Customer Support

• Case management for customer issues
• Centralized view of customer service interactions
• Improved coordination between stores and support teams

Strategic Outcome: The Salesforce multi-cloud platform now provides Alain Afflelou with a centralized CRM ecosystem connecting marketing, sales, and customer service operations.

This transformation enables the company to deliver a more personalized customer experience while improving collaboration across its retail and franchise network.