Building a one-to-one relationship at luxury scale
20Three Digital × Etoile Group
In luxury retail, the relationship is the product. A client who is known — her size, her house, the bag she came back to look at twice — is a client for life. That intimacy is easy to deliver across a counter. It is much harder to deliver across four markets, dozens of boutiques, a website, and a phone.
Etoile Group has spent decades bringing the world's most desirable fashion houses to the Middle East. The ambition was to carry that same standard of recognition into every digital touchpoint — so a message from Etoile feels as considered as a conversation in-store.
Etoile chose 20Three Digital as their Salesforce implementation partner to make it happen.
One client, one view
Customer data lived in different places: the CRM held one version of the client, each regional e-commerce store held another. We connected them, building a continuous, reliable flow of customer and order data from every market — the UAE, Saudi Arabia, Egypt and the United States — into Salesforce Marketing Cloud.
The result is simple but foundational: one client, one profile, one history. Not four fragments of the same person.
Recognition, not broadcast
With that foundation in place, we moved from sending campaigns to having conversations.
We built audiences around how clients actually behave — the VIP who deserves early access, the client who hasn't visited in a season, the woman whose wardrobe leans toward one house over another, the birthday that shouldn't pass unnoticed. Each maison under the Etoile umbrella speaks to its own audience, in its own voice, on its own calendar.
Meeting clients where they are
In this region, WhatsApp isn't a channel — it's the channel. We opened it properly: permission-based, brand-specific, and automated end to end, so an Etoile message arrives with the same discretion as everything else the group does.
Alongside it, the moments that matter most quietly — order confirmations, a bag left in a cart, a new account — now happen in real time, tailored brand by brand.
What changed
Etoile now runs personalised, multi-channel engagement from a single platform, with the flexibility to grow it market by market and maison by maison. The relationship that used to end at the boutique door now continues wherever the client is.
Looking to bring the same standard of personalisation to your customers?
20Three Digital builds connected Salesforce experiences for brands that care how they're remembered. Let's talk.
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