Case Study: LOOK Cycle achieves a unified, high-performance multichannel customer experience with SugarCRM

A High-Performance Digital Platform for a Seamless and Consistent Customer Experience

LOOK Cycle, an iconic French cycling brand known for innovations in pedals and carbon bikes, faced declining momentum in the early 2010s and limited customer-focus across its B2C and long-standing B2B retail networks. After acquisition by Activa Capital, management prioritized digitalization to unify experiences for two distinct customer segments and to fix fragmented, underused customer data that undermined service consistency across direct sales and multi-brand international retailers.

Working with Synolia, LOOK Cycle deployed a Sugar-based digital customer experience platform that centralized customer and retailer data, connected the e-commerce site, and fed tools like an interactive retailer map. The CRM improved sales reporting, day-to-day rep workflows, interaction tracking and visibility for management, and delivered a more consistent, multichannel customer experience—paving the way for further enhancements such as marketing automation.

LOOK Cycle

Franck Caudrelier

Head of Digital and E-commerce