Build a single customer view across DFS’s global loyalty base of 4 million members to power more personal shopping and service experiences.
role
Product Owner
industry
Luxury Travel Retail
skills
Product ownership, Agile delivery, Salesforce CRM, Customer data strategy, Experience design, Change management, Global rollout
DFS’s loyalty program had exploded to millions of members across airports and gallerias, creating the need for a central system to connect customer data.
Using Salesforce as the backbone of the program — we designed a way to capture transactions, preferences, and card operations in one system.
Storefront staff now had real context at the moment of purchase: who the customer was, what they liked, and how to serve them better.
Working in distributed agile, we kept sprints N+2 ready and ran a global rollout across 25 stores — backed by hands-on training and change management to ensure adoption stuck.
The result was more than a CRM — it became the operating engine of loyalty, powering both marketing strategy and day-to-day service.
