Build a single customer view across DFS’s global loyalty base of 4 million members to power more personal shopping and service experiences.
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.
role
Product Owner
industry
Luxury Travel Retail
skills
Product ownership, Agile delivery, Salesforce CRM, Customer data strategy, Experience design, Change management, Global rollout
