Celio
How Celio empowers its CRM teams to become more autonomous on Salesforce Marketing Cloud with DinMo.
Overview
Celio, a leading French fashion brand present in more than 60 countries, reaches several million customers each year with highly diverse profiles, from young shoppers buying the latest gaming collaborations to loyal customers replenishing their wardrobe essentials. To scale personalization efforts, the CRM team needed greater autonomy in audience creation. By leveraging DinMo connected to Google Cloud Platform and integrated with Salesforce Marketing Cloud, Celio eliminated the back-and-forth with data teams and dramatically increased its ability to launch targeted campaigns. After one year of use, the results speak for themselves: hundreds of self-service audiences created, a much richer campaign calendar, and a strong increase in CRM-driven revenue.
The context: a rich stack and millions of customer interactions to personalize
Clara Cledera Bentaïeb, Head of CRM & Loyalty at Celio, oversees customer marketing for the brand across several European countries with a six-person team managing all CRM channels: campaigns (email, SMS, push, wallet), lifecycle automations, the Celio be+ loyalty program, and customer insights.
The marketing stack is built around Salesforce Marketing Cloud (CRM orchestration) and Salesforce Loyalty (loyalty management), complemented by best-of-breed tools: Dartagnan (email builder), Captain Wallet (mobile wallet), Reelevant (personalization), and Drop (social CRM on Instagram). The entire ecosystem relies on Google Cloud Platform as the central data warehouse, with DinMo serving as the activation layer powering all channels.
The business challenge was clear: scale personalization.
“We have several million customers with very different profiles. One may be a 20-year-old man buying the latest gaming collaboration, while another may be a 50-year-old man replenishing his wardrobe essentials. You can’t market to those customers in the same way.”
— Clara Cledera Bentaïeb, Head of CRM & Loyalty, Celio
The challenge: ending the ping-pong between marketing and data teams
Before implementing DinMo, creating targeted audiences at Celio involved a heavy workflow. For every campaign requiring advanced targeting (purchase history, preferences, behaviors), the CRM team had to:
Open a ticket with the data team several days in advance
Wait for the request to be prioritized
Receive the audience generated by the data team
Manually import it into Salesforce Marketing Cloud
This led to three concrete issues:
Lost time for both CRM and data teams, who were tied up with repetitive operational tasks
Audiences becoming outdated by the time campaigns were sent. In retail, commercial calendars move fast, and audiences prepared days earlier can quickly lose relevance
Late visibility into audience sizes, making it impossible to adjust filters in real time to reach the right target volume
The solution: self-service DinMo on top of GCP, connected to Salesforce
Celio deployed DinMo in less than three months, working with both DinMo and internal data teams while leveraging an existing GCP setup. The platform connects directly to the BigQuery data warehouse, exposing the full customer dataset to the CRM team through a no-code interface.
In practice, any CRM team member can now, in just a few clicks:
Build highly granular audiences by combining business filters (e.g., “customers under 30 who bought a licensed product in the last three months but never visited online”)
View audience volume in real time while refining filters
Push audiences directly into Salesforce Marketing Cloud via a native connector, without involving the data team
All without opening a single ticket.
💡 A natural extension of Celio’s Salesforce ecosystem.
DinMo does not replace Salesforce, it complements it. Salesforce Marketing Cloud remains the orchestration and delivery platform, while DinMo provides the advanced segmentation layer that SFMC alone could not deliver, powered by the full richness of the GCP data warehouse.
Results after one year: autonomy, agility, and performance
Over a year after launch, the results speak for themselves.
🎯 Hundreds of self-service audiences created
The CRM team now builds its own audiences daily, directly in DinMo, with no dependency on the data team.
⚡ Dramatically reduced time-to-market
No more preparing tickets days in advance: campaigns are launched according to market dynamics and commercial calendars, rather than the pace of the data team’s queue.
📈 A significantly expanded campaign calendar
The regained autonomy directly translated into a higher volume of campaigns, better tailored to different customer segments. The time saved on audience creation was also reallocated to higher-value initiatives such as content personalization and launching new channels like Instagram social CRM.
💰 Strong growth in CRM-driven revenue
Combined with the rest of the stack and a hyper-personalization strategy, the autonomy enabled by DinMo contributed to a clear increase in CRM’s contribution to Celio’s overall revenue over the year.
🔁 Adoption by other teams
The Paid Media team also adopted DinMo, particularly for two key use cases:
Excluding existing customers from acquisition campaigns to focus budget on true new prospects
Measuring online-to-offline ROI by tracking in-store purchases from customers exposed to paid campaigns, providing a truly holistic view of generated revenue
“Giving the CRM team autonomy on this kind of topic is absolutely key. Of course, it saves us time, but we also see a direct impact on campaign performance. And that’s extremely valuable for us.”
— Clara Cledera Bentaïeb, Head of CRM & Loyalty, Celio
Watch Clara’s full interview on DinMo’s YouTube channel.
Using Salesforce Marketing Cloud?
Like Celio, empower your CRM teams by connecting DinMo between your data warehouse and Salesforce Marketing Cloud.
Table of content
- Overview
- The context: a rich stack and millions of customer interactions to personalize
- The challenge: ending the ping-pong between marketing and data teams
- The solution: self-service DinMo on top of GCP, connected to Salesforce
- Results after one year: autonomy, agility, and performance
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