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A new level of customer management in the beauty industry: transformation with Dynamics 365
Case Study
Client
An international distributor of professional cosmetics and accessories for hair care, styling, makeup, and body care. The company serves both B2B and B2C clients, working with distributors, e-commerce platforms, and retail chains. It offers competitive pricing and fast delivery thanks to advanced shipment tracking technologies, and it places a strong emphasis on long-term relationships with both customers and suppliers.
When everyone works differently – it's time to change the rules
Before the transformation, each sales rep had their own way of working. Customer data was scattered across individual Excel files, and communication was handled manually through Outlook – without segmentation, consistency, or measurable results. The lack of centralized customer data and a unified rhythm across sales and purchasing made the team’s work less efficient and more difficult to scale.
A stronger foundation for growth
To bring structure and scalability, the Atelli team designed and implemented an integrated solution based on Microsoft’s platform:
Dynamics 365 Sales
A single, centralized CRM system to manage customer relationships and the sales process – from the first interaction to closing the deal. Data was migrated and synced with the client’s ERP system to ensure it remained up to date.
Using sequences (automated lead nurturing flows) helped accelerate follow-ups and assign leads to the right reps based on market and lead source.
Another key improvement was the ability to capture leads and manage contacts at trade shows and industry events – thanks to full mobile access to the CRM.
Dynamics 365 Customer Insights Journeys
Journeys made it possible to engage customers with personalized email campaigns and precisely targeted segments pulled directly from CRM data. It also enabled more efficient lead generation from digital channels like the website.
Dynamics 365 Customer Insights Data
By integrating data from the ERP system (Navireo), the company gained a 360° view of each customer: last purchase date, preferred brands, order value, and more. This data supports advanced segmentation, which is then used in Journeys for automated, personalized marketing communication.
Power BI
Business intelligence dashboards in Power BI provide strategic insights for both sales and procurement teams, allowing leadership to respond quickly to market changes and optimize performance.
Native Microsoft 365 integration
CRM is now directly integrated with Outlook, allowing sales reps to add new customer data without leaving their inbox. Automations include:
- Creating customer and contact records from B2B registrations
- Generating purchasing leads that flow directly into CRM
- Improving collaboration across procurement and sales by removing manual data entry
Results - higher efficiency, better outcomes
The implementation of the new system helped centralize and organize the B2B customer base while bringing structure to purchasing and sales processes. Key results include:
A unified CRM system that replaces scattered databases and improves contact management
Clean, organized customer data that helps sales and marketing plan more effectively
Fully automated, precisely targeted email campaigns
Faster response times thanks to real-time access to comprehensive customer data
Operational dashboards that support daily sales execution and goal tracking
Smarter funnel management and improved lead generation across digital channels
Summary
In the beauty industry, success isn’t just about great products, but also about managing data, relationships, and sales processes effectively. This transformation showed how better information, process automation, and full customer visibility can become the foundation for sustainable growth.