Building a CRM Foundation for Global Growth
A customer who buys a jacket in a Copenhagen flagship store and opens an email three days later expects the brand to know it's the same person. That continuity is not a CRM feature. It's an infrastructure question, and most international fashion brands answer it one system at a time.
In early 2026, NN.07 and Omniarch began a strategic partnership to build the data foundation that makes continuity possible at scale. The work centres on a single commercial objective: a CRM infrastructure that lets NN.07’s customers experience one brand, regardless of where, when, or how they shop, as the brand continues its global expansion.
”For us, CRM is about delivering consistent experiences that build long-term customer value. Partnering with Omniarch allows us to strengthen our technical foundation and harness data in service of our global community.” — Jakob Wrønding, Head of Marketing, NN.07
By refining the integrations between Klaviyo, Centra, and Sitoo, the partnership is building real-time data flows that bridge physical retail and e-commerce.
The customer sees one brand. The systems behind the scenes do the work of making that true.
Five workstreams shaping the customer experience
The collaboration spans five focus areas, each tied to a specific dimension of the customer experience.
- Omnichannel customer journeys and My Account. A customer hub that bridges digital and in-store environments, so that a customer’s history, preferences, and recognition follow them across every interaction.
- International expansion and paid media. Tailored automation flows synchronised with paid channels, so that a customer in a new market receives communication that reflects local context, not translated boilerplate.
- Intelligent automation. Lifecycle-based automation flows that can support customer growth continuously and at scale.
- Data-driven segmentation. A predictive analysis framework that lets NN.07 communicate with each customer based on what that customer actually does and prefers, across markets.
- From subscription to membership. A legally sound and commercially optimised membership programme designed to deepen customer relationships and increase long-term loyalty.
What changes when the data foundation is present
When systems are synchronised and data moves in real time, the CRM stops being a set of tools and becomes a way for the brand to recognise its customers. NN.07 can respond to actual customer behaviour rather than averaged assumptions, and a customer in Copenhagen, London and New York receives communication that matches the brand they fell in love with, not a generic version of it.
The infrastructure is the precondition. The customer experience is the point.
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