Aller Leisure
One Customer View Across 7 CRM Systems — Omnichannel at Scale
The situation
The challenge
Aller Leisure had acquired a range of travel agencies, each with its own separate CRM system. The company knew that re-engaging existing customers was the primary profit driver — but without a single customer view across brands, it was impossible to act on that insight. The data existed, but was locked in seven silos.
What we did
We built a flexible system in Google Cloud to centralise and stitch customer IDs across all seven CRM sources — regardless of format or naming convention. The unified customer view was then activated via Agillic (email automation) and paid media on Facebook and Google Ads, enabling personalised campaigns that leverage cross-brand insights.
Results
Aller Leisure achieved a single customer view across all seven travel brands for the first time. All brands now share a common activation platform, and insight into the top-performing marketing mix enables precise budget allocation across the entire portfolio.
This project was delivered by the team behind Dear Future, formerly operating as IIH Nordic.
The approach
Identity stitching across 7 CRMs · Omnichannel activation setup · Marketing mix insight
Identity stitching across 7 CRMs
Built a flexible ML system in Google Cloud to centralise and match customer IDs across all seven CRM data sources — regardless of format or naming convention.
Omnichannel activation setup
Connected the unified customer view to Agillic email automation and paid media platforms, enabling personalised campaigns that leverage cross-brand insights.
Marketing mix insight
Delivered visibility into the top-performing marketing mix across brands — allowing Aller Leisure to optimise budget allocation based on actual cross-brand customer behaviour.
The results
Numbers that held up after the project closed.
Seven separate identity stores, accumulated through acquisitions, were merged into one — without replacing any of the underlying systems.
All seven travel brands now share a single activation layer, enabling cross-brand personalisation that was previously impossible.
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