Global CRM, data & customer engagement
Context
SPIKA helped Bacardi replace fragmented legacy CRM with a shared customer data and engagement foundation supporting close to 200 brands across 160 markets.
Working alongside Bacardi's global digital team, we combined data, technology, governance and ongoing delivery to help brands activate customers more quickly, consistently and compliantly.
PROGRAMME AT SCALE
The challenge
Bacardi's legacy CRM contained inconsistent customer data with limited governance, while brands and markets often worked independently. Consent, compliance and activation processes varied by region, making it difficult to scale customer engagement efficiently, measure performance and get full value from a rapidly growing global portfolio.
The work
Replaced the legacy CRM, cleansed and reactivated existing customer data and created a shared CRM and CDP foundation supporting several million active customers. We also enabled offline data capture and automated data-retention rules.
Designed Bacardi's global consent model, including market-specific legal drinking age controls, and established governance for customer data and digital activation. SPIKA also operated the GDPR and CCPA service desk for data subject requests.
Provided the technology behind email sign-up, preference management, promotions, campaigns and age-gated customer experiences, alongside reusable activation approaches, reporting and service-desk support for brands and markets.
Experiences ranged from templated global campaigns to cocktail recipe submissions, moderated user-generated content and VIP event invitations and ballots.
Integrated customer data across Brand Homes and distillery experiences, point-of-sale systems, Global Travel Retail and ten ecommerce storefronts, mainly Shopify, while supporting complex brand campaigns, journeys and partner integrations.
SPIKA advised on integrations and assessed third-party solutions where Bacardi needed independent technical judgement.
Impact
Within 18 months, Bacardi reached the leading position in the digital spirits benchmark.
Strategy, cloud-first architecture, customer data and marketing services were carried through more than 30 brand-market deployments.
A shared data, consent and governance model supported consistent, compliant activation across brands, markets and customer touchpoints.
Client perspective
“This was a complex, multi-brand initiative that required a partner capable of balancing high-level strategy with granular technical execution. SPIKA was instrumental throughout the entire lifecycle of this project.”
Chris Windebank, former Digital Director, Bacardi
A focused challenge or the wider ecosystem
