Mahou San Miguel
Consumer goods (beverages) · Spain · B2C
Brewing group with several brands in its portfolio. Undergoing a digital transformation with the consumer at the center of the business.
Mahou San Miguel had several brands collecting consumer data independently, with dispersed databases and no common criteria. The result was a fragmented CRM: no one knew exactly how many unique consumers existed in total, or what the true profile of each brand's regular buyer looked like.
The goal was to unify that universe into a single platform without losing already-registered users in the process.
A "pin codes" mechanic — unique alphanumeric codes on packaging — that users enter to accumulate points and access promotions. The mechanic incentivized registration and enabled real consumption data capture.
Consolidation of dispersed databases into a single CRM, including data cleansing and validation of which information was usable. Enrichment of the database with external data, including social media data. Support in the Salesforce implementation: automated reporting and send configuration based on the unified CRM data.