Riv Ghosh moved CRM communications to the Mindbox platform and optimized costs

2025: Mindbox Platform Transition

RIV GOSH abandoned disparate IT systems and transferred all direct marketing to the Mindbox platform. As a result, the company has established stable cascading mailings and reduced communication costs. Mindbox (Maindbox) announced this on December 22, 2025.

Initially, the retailer used a solution from a foreign vendor, but even then there were not enough flexible settings for CRM campaigns. When the vendor stopped working in Russia, RIV GOSH connected several services for different communications. This complicated the management of mailings and increased costs. The problem was solved with the transition to Mindbox.

The implementation of the platform began in February 2025 and met the planned 8 months. Given the scale of the RIV GOSH business, the task was not easy: the integration plan included several hundred points. But the teams worked smoothly, and since the beginning of September 2025, all direct communications with clients have already been conducted through Mindbox.

RIV GOSH plans to improve CRM campaigns, including through AI solutions. This will make it possible to continuously improve the customer experience.

{{quote 'author=said Tatiana Blagodatskaya, head of CRM and the loyalty program "RIV GOSH."|In 2024, we saw that communications work unstable, their efficiency decreases, and as a result, the company loses money weekly. We calculated the lost profits and prioritized the move to the new CDP.

There were two critical issues. The first is the incorrect status of submissions in cascading scenarios. The system mistakenly showed that messages in conditionally free channels were not delivered - we connected SMS and the costs grew.

The second problem is that our "zoo" of disparate IT systems did not allow building correct trigger communications. Information about customer actions was in different contours, and data was exchanged not in real time, but once a day. If the client performed the action at 9 am, we found out about it only the next day - this is too long for trigger mechanics. "}}

Шаблон:Quote 'author=noted Sergey Pomirchiy, IT Director, "RIV GOSH."

Шаблон:Quote 'author=told Eduard Gandin, head of the project office, RIV GOSH.