Since 1989 when Lilica Ripilica was launched, and again in 1993 when Tigor T. Tigre appeared in the market, the success of the brands lead to the creation of portals to enable the mascots to relate to their young fans. The Club Project enables children to register and interact steadily with the brand’s little characters; it creates a perception of value that stimulates long term relationship and as a consequence, the maintenance to the loyalty to the company’s products.

To achieve the success and be an active player in the children's market, Marisol bet on technology to add value to the Club Project. The project was initially implemented and managed by an outsourced company of the region. But with the evolution of functionalities and an accelerated increase in the client base, the company started to restructure the project and changed the technological platform. It sought to thus transform it in a sustainable and expandable strategy of client relations to maintain customer loyalty and enable product launches.

In this scenario, the company had the support of ISO Entrerprise, a Gold Solution Partner that uses GeneXus as development platform for its critical business applications ISO Enterprise was already responsible of Marisol’s consumer service area application with the CRM ISO Gesac system. With the new request it was also necessary to expand the system’s functionalities, by implementing new specific requests to serve the children's market to be integrated in the same base.

In addition to the expansion in the area of IT, the project was also adopted by Marisol with the support of ISO Enterprise, so that the Club Lilica and Tigor brands could be more closely accompanied with more details in all their operation.

Flexibility, statistical reports, process optimization, and accurate information for decision making were the main differences presented by ISO’s CRM full solution, enabling an improvement in each client’s profile assessment for the Corporate Marketing Area.

“Now we can find more client data, thus improving our communication and achieving a closer relation. We now have thousands of people registered in the Clubs, and we know that with the improvement in our knowledge of our audience’s profile, we can adapt the products and our communication”, commented Gaziela Della Giustina, responsible for the Relationship Clubs.

The system is in the homologation phase, being adapted to Marisol’s needs, which proves the importance of trust between the members. The work with GeneXus 9.0 and GXquery 2.0 made it possible for ISO Enterprise to serve the demands of Marisol in this project with accuracy and speed, so that the children of Club Lilica and Tigor can be closer to their favorite brand.