Modernizing customer relations in the luxury sector through a comprehensive digital platform
In the luxury sector, the customer relationship no longer ends with the purchase. It is now a long-term commitment, driven by increasingly sophisticated digital experiences.
It was against this backdrop that a company in the sector undertook a major overhaul of its customer relationship management by implementing a unified digital platform.
The goal: to establish a global post-purchase relationship while upholding the standards of excellence characteristic of the luxury sector.
Background & Vision
A luxury brand wanted to strengthen its customer relationships on a global scale.
In an environment where the premium experience is key, the goal was to create a unified digital platform that would help structure the post-purchase relationship and support a comprehensive CRM strategy.
The goal: to build a digital ecosystem capable of:
- Centralize customer data
- Offer a digital product portfolio
- Digitizing the extended warranty
- Issue digital certificates of authenticity
- Collect GDPR-compliant marketing consent
- Roll out the solution in 30 languages across more than 50 countries
A strategic program at the heart of customer loyalty and the fight against counterfeiting.
Strategic Issues
Business
- Build a qualified, opt-in customer database
- Increase engagement and customer loyalty
- Generate additional revenue through extended warranties
- Enhance the perception of the digital experience as a premium offering
Regulatory
- Strict GDPR compliance
- Securing sensitive data
- Management of Local and International Constraints
Technological
- Building a modern tech stack from scratch
- Ensure global scalability
- Ensure long-term maintainability
- Meet high SLAs (>99.5%)
The Challenge
Implement a modern front-end platform capable of:
- Respect their visual identities and premium standards
- Support 30 languages
- Operating in more than 50 countries
- Maintain technological standards that are on par with the excellence of the luxury sector
All of this is part of a multi-year program (2018–present) that is constantly evolving.
The Antaes Approach
A 7-year structural work package
~25 consultants involved: Cross-functional team: Front-end, Back-end, QA, DevOps, Architecture.
Methodology
- Agile / Scrum (2-week sprints)
- Automated CI/CD
- Systematic code reviews
- Automated testing (unit & end-to-end)
- Structured project governance (steering committees + Agile ceremonies)
Phased rollout
Phase 1 – Architecture & Bootstrapping
1 – Building the Angular architecture from scratch
2. Defining Quality Standards
Phase 2 – Functional Deployment
1 – Digital Client Portfolio
2. Online Warranty Extension
3. Digital Certificates of Authenticity
Phase 3 – Global Scalability
1. Supports 30 languages
2. Deployment in 50+ countries
Phase 4 – Industrialization & Technical Excellence
1-Continuous deployment
2. Improving test coverage
3. Optimization of delivery processes
Solutions & Innovations
Key Technologies
- Angular (successive versions up to the most recent LTS versions)
- TypeScript
- Industrialized DevOps Tooling
- Advanced automated testing
- CI/CD pipelines
Innovations introduced
- Creating a digital portfolio
- 100% Online Warranty Extension with Consent Collection
- Secure, counterfeit-proof digital certificates
- Modular architecture that simplifies onboarding
- A culture of technical excellence (peer review, mentoring, standardization)
Results & Performance
Technical KPIs
✔ Couverture de tests : <50% → >80%
→ Réduction significative des régressions en production
✔ Availability:
99.5% maintained over the past three years
✔ Security:
Framework kept up to date
Critical vulnerabilities reduced to virtually zero
✔ Optimized time-to-market:
Short release cycles (2 weeks)
Impact Business
- Building a qualified, opt-in customer database
- Increased engagement through the digital portfolio
- Additional revenue from extended warranties
- Strengthening the Fight Against Counterfeiting
- A digital customer experience aligned with luxury standards
- Reduced maintenance costs through automation
- Ability to rapidly expand into new markets
Key Success Factors
Industry expertise
A deep understanding of the challenges facing the premium segment.
Sustainable Technical Excellence
Proactive management of technical debt and continuous versioning.
Collaborative approach
Constant interaction with product owners, IT teams, and marketing teams.
Continuous innovation
Proactive adoption of front-end and DevOps best practices.
Team Engagement
Technical leadership, skill development, and a long-term commitment to quality.
About Antaes
Antaes is a Swiss consulting firm specializing in management and technology.
We support our clients in modernizing their digital platforms and optimizing their information systems by combining technical expertise, operational rigor, and a people-centered approach.
This type of platform is not solely an IT matter.
It is a strategic pillar of CRM transformation and a key driver of competitiveness for companies in the luxury sector in the digital age.
For confidentiality reasons, the client’s name has not been disclosed. The data presented reflects an actual project carried out in the luxury sector.
🟦 Executive Insight
“ This type of strategic program requires much more than just technical expertise. It demands consistency, rigor, and a long-term commitment.”
Étienne perfectly embodies this standard. In his 10 years at Antaes, he has demonstrated a high level of excellence, both in terms of his technical expertise and his ability to bring teams together.
"His reliability, his in-depth understanding of business challenges, and his sense of responsibility are key factors for our clients. It is this consistency and commitment to excellence that enable us to build sustainable, secure, and scalable platforms."
Jean-Jacques Berthin
Associate Director,
Antaes Consulting
