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Privalia, Integrating SugarCRM Professional into Shopping Areas

eCommerce CRM working as an automation and standardization tool

Who are Privalia?

In just six years, Privalia became the leading online eCommerce fashion outlet in its market. Today, it employs 850 people across Spain, Italy, Brazil, Mexico and Germany, and launches an average of 2,900 campaigns per year. In March 2011, Privalia acquired Dress-for-less, one of the leading online fashion retailers in Germany, strengthening its position as market leader.

It’s business model is an attractive alternative for seller’s slowing-moving stock and left-over fashion lines. Because Privalia is exposed to a potential market of 500 million shoppers, including more than 18,000 new members every day, it proves to be the perfect platform for fashion lines to sell unwanted stock direct to Privalia’s exclusive buyers club.

The marketplace holds the leading market-share in all of the five countries of presence and offers flash sales for premium brands, with discounts of up to 70% off retail prices.


With over 10 million members in multiple databases, Privalia needed the ability to manage the large volume of brands and suppliers it worked with to ensure they effectively met membership demands. They were looking for a system that would allow them to plan, execute and monitor campaigns.

Their rapid growth made it evermore vital for them to keep up-to-date with what was evolving in other business areas. Their desire for a 360-degree view of the market meant they required a system that was both adaptable to the idiosyncrasies of their business and scalable with their increasing growth. A tool that could be accessed from anywhere.


Best-in-class SugarCRM was initially integrated into their purchasing department and ERP system in order to automate the preparation and launching of new campaigns. This resulted in complete standardisation of processes across all locations and business teams.

Privalia went from working with conventional spreadsheets to adopting a centralised system, reducing human error, resulting in increased customer experience. Sugar has helped them speed up their business monitoring process and gain more control over actions performed with brands. Now, Privalia now has a full view and control over its purchasing cycle, inventory levels, supply chain management, pricing and margins, among other areas.

In a second phase of this project, Sugar will be integrated as part of a Business Intelligence solution, setting sales targets for each of its sales representatives. The solution will mean generating performance reports and tracking KPIs will become a much slicker and effective process, providing exponential impact on business growth.

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