CRM in the Luxury industry Certificate

by Numberly Academy

Essential information


100% remotely


8 hours
2 half-days


€950 (excl. taxes)

The CRM in the Luxury industry course program

Facing new behaviors and the necessary acceleration of digital, luxury brands must combine physical and digital, quality of the customer experience and impact measurement.

1. Fundamentals of CRM in the Luxury industry

• The backbones of relationship quality:
  • - Satisfaction, Engagement, “Customer Intimacy”
  • - Customer Centricity in the customer journey
  • - Changes in customer behavior in the luxury industry: personal shopping, messaging, click & collect, travel retail

• the fundamentals of a relational program:
  • - The customer knowledge process: storage, qualification, historization
  • - Types of behavioral data that can be activated in CRM: reaction data, exposure data, transaction data, notices

• The CRM mindset at the service of a more transversal organization between the data, marketing, e-commerce, media and communication teams

2. Collecting personal client data

  • - Renewal of data collection strategies and tactics
  • - Understanding of customer database segmentations
  • - Targeting and differentiation of speeches by segment
  • - Event operation mechanics, engagement platform, experience, incentive, UX design
  • - Consent, regulation and data privacy
  • - Presentation of a selection of personalization and targeting use cases
  • - Articulation between the customer database and marketing campaigns: structuring the data to promote use cases

3. Rooted activation in the brand's universe

  • - CRM communication channels (email, SMS, WhatsApp, etc.) and omnichannel campaign orchestration
  • - Brand experience and ultra-personalization
  • - Personal shopping and clienteling digital practices: contact channels, conversational, sales advisor, drive-to-store, concierge
  • - Innovation in activations: Virtual/augmented reality, RCS, Messaging, Live Shopping
  • - Convergences between media and CRM: the concepts of programmatic CRM, incremental reach and presence
  • - Using CRM data to serve the media and manage contact frequency: expended CRM

4. Insights and measurement

  • - Which "full funnel" metrics for expended CRM?
  • - Understand attribution models (post view, post click, attribution window...)
  • - Understanding branding impacts: measuring awareness, recall and brand equity
  • - Understand and manage the customer centricity KPIs: satisfaction, commitment, trust, loyalty, value
  • - Measuring the digital activations impact on conversions in physical networks: the ROPO effect

The 4 key contributions of this course

Understand the fundamentals of the customer knowledge process for luxury goods companies

Discover industry best practices in data collection and re-explore the challenges of First-Party data in the current regulatory environment.

Understand how digital enables large-scale, ultra-personalized communication that represents the brand's image and experience

Understand the challenges and resources involved in measuring the impact of both brand-based and customer-based CRM activations

The approach of the course


A 100% remotely format
Synchronous group course (4 live sessions - 16h) and asynchronous individual course (4h)


Innovative teaching methods
Real use cases, virtual meet-up, office hours with the speakers


A limited number of participants
for a personalized exchange, live sessions with a Numberly expert on each theme

This course is intended for luxury marketing professionals working in CRM teams (CRM Project Manager, e-merchandising or e-commerce, Campaign Management, Loyalty Manager), communication or media teams (Client Communication Manager, Head Of Communications, Media Manager)

Yseulys Costes
Co-founder & CEO

Leverage data to make marketing actions more useful, relevant and targeted for consumers and more effective and measurable for brands and retailers.

From the academic world, passionate about Digital Marketing, member of the Board of Directors of Kering and Groupe SEB


Skills: digital marketing and advertising, business strategy and e-commerce

Nicolas Filatieff
Managing Director

My vision of marketing is to take the best of research, psychology, and data science.

15 years of experience in Marketing, Sales and Strategy including more than 10 years at BNP Paribas Fortis, including as CMO


Skills: business strategy, pricing, digital marketing and customer engagement

Thibaut Munier
Co-founder & COO

As Clive Humby said in 2006, "Data is the new oil". It is essential to learn collectively how to work with this data so that marketing is above all a facilitator for the consumer and a vector of efficiency for companies, regardless of their size or sector.

Recognized specialist in Relationship Marketing and Data Mining, frequent guest at academic and professional conferences


Skills: marketing strategy, business intelligence, customer retention and satisfaction

Sandra de Brito da Costa
Executive Director

Personal and behavioral data is essential to appropriately activate all off and online marketing levers and thus create a privileged relationship between a brand and its consumer.

More than 15 years of specialized data expertise serving about fifty advertisers in the banking/insurance, retail and luxury sectors…


Skills: Data Marketing strategy, DMP, RTB

Grégoire Bothorel
Head of Research

Dialogue between the business and academic worlds brings value to client strategies and gives meaning to digital marketing.

Over 10 years of experience in customer marketing. One foot in academia, one foot in business, after a PhD in Marketing. His research work has been published in Europe and the USA. Guest professor in schools and universities (Dauphine, EM Lyon, IAE Lyon...)


Skills: relationship marketing, omnichannel strategy, insight & analytics

Catherine Marion
Content Marketing and Communication Manager

Putting content, data and innovation at the service of customer relations

More than 10 years of marketing expertise in various sectors (especially banking and retail)


Skills: CRM, Data Marketing, Customers engagement and retention

Philippe Delieuvin

Good data governance (transparency, security, simplicity...) is a major determinant of people's trust. And there is no sustainable market without trust.

23 years of experience, first in audit, then in banking. Data Protection Correspondent at Numberly since 2008, then DPO since 2018


Skills: Data processing compliance, GDPR, cookie policy

Margot Rivière
Marketing Executive

More than ever, generating customer engagement has become key for brands. Data marketing provides us huge opportunities to create a more relevant and individualized dialogue to achieve it.

More than 8 years of experience in marketing strategy and CRM, serving clients from various sectors, to help them meet their collection and retention challenges


Skills: acquisition and retention strategies, data marketing, CRM

Julien Beytout
Product Strategy Director

More than ever, mastering prospect/customer data is at the heart of value creation strategies for brands. Knowing your prospects/customers, anticipating their needs, finding the best conversion levers and reinforcing loyalty are the crucial challenges we face every day alongside our clients.

15 years of experience in Marketing Acquisition, Ecommerce, Loyalty and Customer Lifetime Value development


Skills: strategy, consulting, ROI management, data marketing, media sector

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