From ad hoc broadcasts to 5% CRM revenue share

The 2020 Mindbox case published on vc.ru describes Perekrestok.ru’s shift from unsegmented broadcasts to targeted, automatic communications. Mikhail’s three-person CRM team worked with an internal product team, Mindbox and Out of Cloud.

The article reports 21 triggers in nine automated campaigns, with targeted marketing contributing 5% of revenue in Q4 2019. Real-time events and nightly synchronization connected customer behavior to lifecycle journeys; selected privacy-sensitive functions remained in the retailer’s own environment.

Role and contribution

Mikhail leads the CRM business team. Product developers, the platform and the agency have separate delivery responsibilities.

Decisions and operating model

• Map behavior, order and customer events before launching journeys.
• Combine real-time integration with nightly reconciliation.
• Start with segmented journeys and measure commercial contribution.

Result in context

5% is the disclosed revenue share for Q4 2019, not a published control-group uplift. The 21 triggers belong to that snapshot; the later 100+ trigger award case describes a different stage.

Explore the source

• Case · Q4 2019 reporting, integration and team

Where this applies

For e-commerce businesses moving from manual campaigns to a governed lifecycle and data operating model.