Driving Growth Through Teamwork: Strategic CRM Optimization Across TBAuctions

TBAuctions is a leading European group of international online auction platforms for industrial assets like machinery, vehicles, and tools, bringing together powerhouse brands such as Klaravik, Troostwijk, and Surplex. When the group needed to take its CRM and Marketing Automation to the next level, Beyond Retail stepped in with a strong, team-driven approach.

The project kicked off at Sweden-based Klaravik with consultants Malin Lundberg Emilsson and Johanna Hansson Järvinen. Following their initial success, Klaravik championed Beyond Retail across the broader group, opening the door for seamless cross-company collaboration. To scale this momentum internationally, Torbjörn Dahlgren joined to lead efforts for Germany-based Surplex, while Johanna shifted her focus to Troostwijk in the Netherlands. Working as a tight-knit unit, the team pooled their insights, aligned methodologies across brands, and demonstrated how complex multi-brand projects succeed through shared expertise and close teamwork.

The Challenge: Unifying Strategies Across Sister Companies

Klaravik had migrated to Bloomreach and needed strategic guidance to optimize its setup and unlock the platform's potential. Realizing that sister brands faced similar hurdles, TBAuctions sought to scale these learnings across the group. Both Troostwijk and Surplex needed to refine their Bloomreach setups, organize customer data, and eliminate siloed ways of working.

The overarching challenge was building a scalable, data-driven foundation while ensuring cross-brand alignment. TBAuctions needed clear customer journeys, improved segmentation, and unified KPI tracking that could be adapted across distinct markets without reinventing the wheel for every brand.

The Solution: A Collaborative, Cross-Brand Delivery

Beyond Retail deployed a team-first strategy, acting as a collaborative hub between brands to turn individual insights into group-wide strengths. Key team initiatives included:

• Collaborative Team Approach: Insights were shared across Klaravik, Troostwijk, and Surplex to ensure high quality and consistency throughout the project.
• Customer Journey Mapping: Mapped journeys for both buyers and sellers, establishing an RFM segmentation framework based on customer behavior and lifecycle data.
• Audit & Optimization: Conducted an audit and scoring of current setup, followed by recommendations and a cleanup of their Data Manager.
• Governance & Best Practices: Implemented improvements for consent management, frequency policies, and an A/B testing framework.
• Lifecycle Automations: Restructured and built welcome, retention, and reactivation flows tailored to different customer segments.
• Personalization: Designed personalized product recommendations integrated directly into lifecycle flows to boost engagement and conversion.
• KPI Framework & Dashboards: Established a KPI framework aligned with business goals and created dashboards for clear performance tracking.

The Result: Synergies That Scale Success

By operating as an integrated, cross-brand extension of the TBAuctions team, Beyond Retail turned localized wins into widespread momentum. The collaborative model established at Klaravik laid the foundation for success across the group, generating strong, measurable results:

• 14 launched segmented lifecycle automations featuring personalized product recommendations.
• +64% YoY increase in total bid value from the email channel (5.7 MSEK).
• +27% YoY increase in total bidders and +34% YoY increase in total bids from email.
• +20% YoY increase in total sessions driven by the email channel.
• +14.05% YoY increase in welcome flow open rate and a +3.20% YoY increase in click-through rate (CTR).

"During her collaboration with Klaravik, Johanna has contributed significantly to the implementation of structural and strategic initiatives within CRM and Marketing Automation. On a personal level, Johanna brings a high level of commitment, drive, and attention to detail, qualities that have been greatly appreciated during a period of transition and development. We highly recommend Johanna and Beyond Retail for future challenges and projects within digital growth."

Sonny Dzabic, Nordic CRM & MA Manager, Klaravik

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