How Club Med empowers local teams with the head office’s CRM capabilities
Use cases of the imagino platform by Club Med
37 markets. Marketing teams with very diverse profiles. Some fully dedicated to CRM, others spending only 30% of their time on it alongside other priorities. And yet, one requirement remains: every market should be able to send relevant, personalised communications without relying on a technical team.
Operating in 37 countries naturally raises the question: a single CRM platform for everyone, or separate instances per geography for greater local flexibility?
Club Med opted for a single platform, provided it could handle both scenarios. On one side, ultra-complex use cases managed centrally, such as fully personalised transactional emails, automated triggers, and large-scale multilingual management. On the other, local marketers need to create relevant campaigns without writing a single line of code.
“We needed a tool that was very user-friendly for advanced local tasks, yet capable of handling our highly complex central use cases.”
Julie Jonard, CRM & Online Media Manager, Club Med
Technical Dependency Was Blocking Local Teams
Before imagino, customising a local campaign meant multiplying communications. Without a template builder connected to data, or direct access to AI scores, the only way to deliver the right message to the right person was to create as many campaign variations as target profiles. This was time-consuming, not scalable, and inaccessible for non-technical teams.
Levels of personalisation remained reserved for central teams with technical expertise. Local markets worked with less targeted communications, not for lack of will, but due to a lack of suitable tools.
Data Was Ready, But Not Accessible to Marketers
Club Med had already unified and consolidated customer data upstream. All customer data browsing, bookings, internally developed AI scores, loyalty history is centralised and unified in Google Cloud Platform (BigQuery). A single, clean, and usable source.
What was missing was a component that could easily connect to this ecosystem and put the data into the hands of business teams without involving IT for every new need.
“We needed a flexible, agile tool that would allow us to easily leverage new AI products and all the customer data we have.”
Julie Jonard, CRM & Online Media Manager, Club Med
This is exactly what imagino’szero-copy approach enables: streaming data directly from BigQuery, without duplication or creating interface flows. Data stays in GCP the single source of truth and imagino uses it in real time for campaigns.
Scalable Personalisation Accessible to Local Teams
Now, a local marketer can create a single campaign that automatically shows the 1–3 resorts each client is most likely to engage with (including photos, resort names in the correct language, and commercial rules tailored to the profile), all in a few clicks and without coding.
The same principle applies to the loyalty program: a single campaign personalised by customer status, deployable across all markets without multiplying creations. “Previously, local campaigns were much more time-consuming because each client required separate communications. It’s a real breakthrough to put more powerful tools in the hands of local marketers for far more relevant communications.” – Julie Jonard
And for the Central Team, a Different Level of Complexity
Central teams manage transactional emails of a much higher complexity in the same tool. Club Med booking confirmations are handled in a single campaign managing all languages, destinations, booking types (with or without transport), airports, dates, chosen options, and participant data in real time, with fully personalised attachments.
These communications achieve 90–95% open rates and also impact direct revenue, such as maximizing on-site options taken at the time of confirmation.
Tangible Benefits
The project is still being rolled out, but early benefits are already visible. The most immediate is autonomy. Data and marketing teams now work on the same platform, transforming day-to-day operations. Adding a new table, creating an aggregate, or integrating a new internally developed AI score is now possible without IT tickets or delays.
“We already see how autonomous teams are in changing the data model, integrating a new table, creating aggregates, without needing IT teams or technical experts”
Julie Jonard, CRM & Online Media Manager, Club Med
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