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Nicolas Feuillatte is France’s favorite champagne brand and number three worldwide. Its champagnes are sold through a range of channels: large retail chains, on-trade and specialist channels (hotels, wine shops, restaurants…), specialized online retailers… and also “direct to consumer” through the brand-new www.nicolas-feuillatte.com website and the boutiques in Paris and Chouilly. With these D2C channels, the brand wants to support its business growth by getting closer to its end customers. To do so, it called on Synolia and invested in a CRM and marketing automation solution to deliver an exceptional customer experience…
The Nicolas Feuillatte brand is part of the TEVC group (Terroirs et Vignerons de Champagne) and is all about celebrating life’s joyful, carefree moments. Its motto? Champagne may be an exceptional product, but it shouldn’t be saved only for exceptional occasions! This approach has made it the best-selling champagne brand in France and the third best-selling worldwide.
Today, the brand generates most of its sales through large retail chains and on-trade channels. It also sells its champagnes through its own distribution channels (D2C): the new e-commerce website www.nicolas-feuillatte.com (PrestaShop) and the boutiques in Paris and Chouilly.
Beyond growing sales, Nicolas Feuillatte wants to use its D2C channels to build high-quality customer relationships. The goal is to centralize customer information and nurture every interaction in order to offer an exceptional omnichannel experience.
A solution to know its customers better, reach them better and build stronger loyalty.
To get there, the Nicolas Feuillatte teams set out to find a CRM solution that would integrate with their e-commerce platform (PrestaShop). A solution that would make lead capture and customer segmentation easier, while also enabling new marketing and customer service processes.
“On our own channels, customer acquisition is slower. But it is very important for us to build and maintain a direct relationship with our customers so we can engage with them around our brands.”
The Nicolas Feuillatte teams were won over by the Synolia x HubSpot proposal to manage the brand’s B2C business. They valued Synolia’s strategic and operational support. And they saw HubSpot as the most complete, most user-friendly and easiest-to-use solution for CRM and marketing.
Our services for Nicolas Feuillatte: specification workshops, strategic consulting and recommendations, support in selecting HubSpot, scenario design (marketing automation and customer service), implementation (with Integromat/PrestaShop), user training and support in launching the first campaigns.
“We wanted a partner to support us not only in using the tool but also on the strategic side of customer relationships. We felt that Synolia was proactive and that the support was well structured.”
Today, with HubSpot, the Nicolas Feuillatte teams have a single tool that covers several business needs. From CRM to marketing automation, customer service and data analysis… Connected to the e-commerce website, the solution offers a wide range of features:
Since HubSpot went live, five employees have been using the tool every day: Aurélien Honoré (E-commerce and Omnichannel Manager), two people from marketing and two from customer service. Everyone works in a single tool, and each person sets up their dashboard around their business needs and the KPIs they track.
With Marketing Hub and Synolia’s help in defining multiple scenarios, the Nicolas Feuillatte teams set up several workflows to automate emails (for customer onboarding or abandoned cart reminders, for example). Contact lists also make it possible to send personalized content and build a close relationship with customers.
The Nicolas Feuillatte marketing teams are only getting started with HubSpot, but step by step, by analyzing their contacts’ activity and engagement, they adjust and fine-tune their actions to offer increasingly relevant content… all the way to an ultra-personalized, long-lasting experience.
For customer service (Service Hub), the Nicolas Feuillatte teams are working on a chatbot that will automate answers to customers’ frequently asked questions. Even so, the brand is keen to preserve the human touch and keeps the option to interact directly with its customers, to answer the most specific questions, offer advice and keep improving their satisfaction.
“Beyond the commercial side, our website and communications help our customers better understand the world and values behind our Champagne Nicolas Feuillatte brand, discover our cuvées and get advice on tasting champagne…”
Building on this first CRM integration project with the e-commerce website, the Nicolas Feuillatte teams want to extend HubSpot to their physical boutiques. The project will therefore continue with further support from Synolia. On the agenda: new specification workshops and scenario design to build lasting relationships with customers acquired in the Paris and Chouilly boutiques.
As a result, the two boutique managers will soon join the list of HubSpot users.
“We want to create a high-quality, omnichannel experience aligned with the values of the Nicolas Feuillatte brand.”
Since HubSpot went live, the teams have streamlined how they collaborate. More and more people are involved in the tool, and the CRM now runs across the company’s departments. Customer information is shared, as are reports, all with the common goal of improving customer satisfaction.
“The HubSpot CRM runs across the company’s different departments. It encourages interaction and enables seamless communication between people from different teams.”
Customer communication has also improved significantly. Customers receive content that fits them, without being overwhelmed. They relate to it and build a strong, loyal relationship with the Nicolas Feuillatte brand.
Today, with Synolia’s support, Champagne Nicolas Feuillatte continues to build solid foundations in using HubSpot and managing its customer relationships. Looking ahead, the brand sees the possibility of extending the CRM to other houses in the Terroirs et Vignerons de Champagne (TEVC) group.
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