Customer case
Reclaiming Customer Connection Through Data
GROHE is a leading global brand for complete bathroom solutions and kitchen fittings. Since 2014 GROHE has been part of the strong brand portfolio of LIXIL, a manufacturer of pioneering water and housing products. In order to offer “Pure Freude an Wasser”, every product is based on the brand pillars of quality, technology, design and sustainability.
GROHE, renowned for its premium sanitary solutions sold through B2B2C channels, faced a critical challenge: gaps in the 360 view on their end consumers – especially in its consumables segment, which includes items like filters and CO2 cartridges. To reverse this trend, GROHE partnered with Nextview to harness integrated data transparency through Salesforce Data Cloud and Marketing Cloud.
Losing sight of the Customer
GROHE’s business model has traditionally thrived on B2B2C distribution – selling premium bathroom and kitchen products through wholesalers, retailers, and installers. While this model has been effective for hardware sales, it created a challenge in GROHE’s ability to engage directly with the end consumer, especially in its consumables segment (e.g. filters, CO₂ cartridges).
The company lacked the data clarity required to drive retention and repurchase behavior. Without direct customer insights, GROHE risked losing share to third parties. To reclaim that connection, GROHE needed a robust data strategy – and that’s where Nextview stepped in.
“Nextview helped us unlock the full potential of our end consumer data. We are excited to expand our automated interactions to build even stronger connections.”
- Ella Fink, Customer Experience Manager at GROHE
From Disconnected Data to meaningful Customer Engagement
Together, we embarked on a mission: connecting the dots across GROHE’s digital ecosystem to create a unified, data-powered customer engagement strategy.
We began by diving into their data landscape. The data was likely disorganized, more divided than unified and not easily accessible in one central location, which created the challenges to take.
So, we built the bridges:
Data Integration: We engineered real-time pipelines to bring together 45 data streams – from Google BigQuery, Salesforce CRM, and Marketing Cloud – giving GROHE visibility across platforms for the first time.
Data Modeling & Transformation: Rather than leaving them with a raw pile of data, we transformed it – aligning it to Salesforce's Data Model Objects with clean, reliable structures they could activate.
Identity Resolution
One crucial target was to identify individual buyers. We unified customer profiles, tying together fragmented behaviours into single customer views.
Segmentation & Activation: Knowing who your customers are is one thing; knowing how to engage them is another. We crafted around 20 powerful segments and enabled GROHE to launch automated, personalized campaigns through Marketing Cloud – reactivating dormant buyers and nurturing loyal ones.
Data Visualization: For GROHE’s field network, we brought added value of using data. We built a screen flow on the experience cloud page which allowed installers to see order data.
By the end of the project, GROHE wasn’t just reclaiming data – they were reclaiming connections. They could finally reach the customers behind the purchases. Not with assumptions, but with insight.
GROHE is ready for the future of expanding the data model and also include B2B segments!
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