How a US Jewelry Retailer Transformed Customer Engagement with CRM & ERP Integration

Insights & Articles – CRM & ERP Integration

The Challenge of Disconnected Systems in Retail

In modern retail, a seamless connection between online and in-store operations is no longer a luxury – it’s a necessity.

Customers expect a smooth buying experience, whether they engage online, over the phone, or visit a physical store. For retailers, keeping sales, customer data, and inventory fully synchronized across multiple platforms is critical to delivering exceptional service and maximizing revenue.

For one of the largest specialty jewelry retailers in the U.S., this was becoming increasingly difficult. With 15 physical locations across the country, their Salesforce CRM managed customer relationships and marketing campaigns, while their on-premise JD Edwards ERP handled inventory, invoicing, and transactions.

But these two mission-critical systems operated independently, creating significant inefficiencies and missed revenue opportunities. The company needed a robust integration strategy that would:

Automatically register in-store purchases in Salesforce, allowing for targeted upselling and customer loyalty programs.
Capture and sync potential customer inquiries from phone, email, and website contact forms into both Salesforce CRM and JD Edwards ERP, ensuring smooth future transactions.
Keep product information consistent between Salesforce and JD Edwards, preventing discrepancies in pricing, stock levels, and availability.
Ensure transactional accuracy and provide traceability, error handling, and automation for incomplete or failed transactions.

The challenge wasn’t just about integration – it was about ensuring data accuracy, real-time synchronization, and a fail-proof system that guaranteed no transaction was left incomplete.

When Data Silos Hurt Customer Experience

For years, the jewelry retailer operated with a system that seemed to work – at least on the surface.

Each of its 15 stores processed sales, tracked inventory, and managed customer relationships. But behind the scenes, the reality was far from seamless. The company relied on Salesforce CRM to manage customer interactions and marketing campaigns, while its JD Edwards ERP handled inventory, invoicing, and transactions.

The problem? These two systems were completely disconnected, leading to fragmented customer data, inefficiencies, and lost sales opportunities.

Customers who purchased jewelry in-store were rarely linked to their profiles in Salesforce, making it nearly impossible to track their purchase history for future engagement. Sales associates were too busy processing transactions to manually enter customer data, leaving a massive blind spot in customer relationship management.

Without this visibility, the retailer had no way of effectively reaching out to past buyers with upselling or loyalty campaigns.

Meanwhile, online interactions created an entirely different challenge. Customers who expressed interest through phone calls, website inquiries, or email had their information recorded only in Salesforce, with no connection to the JD Edwards ERP. When these potential buyers eventually decided to purchase, they had to re-enter their details manually at checkout, creating unnecessary friction and frustration.

Instead of a seamless shopping experience, customers encountered redundant processes and unnecessary delays.

Even more concerning, product data between Salesforce and JD Edwards often didn’t match.

Pricing inconsistencies, outdated stock information, and inaccurate availability details left sales reps scrambling to verify product details before finalizing transactions. Customers who had seen one price online were sometimes quoted a different price in-store, damaging trust and credibility.

At scale, these inefficiencies translated into significant revenue loss.

Customers who had expressed clear buying intent were slipping through the cracks. Potential upsell opportunities were missed. Manual processes slowed down sales, and operational blind spots continued to grow.

It was clear that without seamless data integration, the company was failing to capitalize on its full potential.

"We had two systems running different parts of the business, but they didn’t talk to each other. Every inefficiency, every inconsistency, was costing us revenue."

– IT Director, Jewelry Retailer

Creating a Fully Integrated, Automated Solution

Recognizing that data fragmentation was hindering both sales and operations, the retailer took a bold step toward – A fully integrated solution – The objective was clear

Salesforce and JD Edwards needed to work together as a single, unified system. Every transaction, every inquiry, and every product detail had to flow seamlessly between platforms, in real time.

To make this vision a reality, the company implemented WSO2 Enterprise Service Bus (ESB) as the central integration hub. Acting as the digital glue between Salesforce CRM and JD Edwards ERP, WSO2 ESB facilitated real-time data synchronization while ensuring the integrity of every transaction.

Rather than relying on manual data entry, REST APIs were created to automate the exchange of customer and sales data between the cloud-based CRM and the on-premise ERP.

Now, the moment a customer made a purchase in-store, their profile was instantly updated in Salesforce, allowing for future loyalty campaigns and personalized marketing. If a customer expressed interest online or via email, their details were immediately registered in both systems, ensuring a seamless checkout experience when they finally decided to buy.

The integration also addressed the long-standing issue of product data discrepancies.

A specialized data service layer connected directly to JD Edwards’ Oracle Database, ensuring that pricing, inventory, and product details remained consistent across all channels.

No more mismatched prices or inventory confusion.

All sales associates now had access to the same up-to-date information.

To ensure transaction reliability, SOAP Web Services were implemented to exchange structured data, while a message queue system was introduced to handle errors and prevent data loss.

If a transaction failed due to connectivity issues or data inconsistencies, the system would automatically retry until successful.

In cases where intervention was needed, administrators were notified to manually resolve issues, ensuring that no transaction was ever left incomplete.

"The moment we flipped the switch; we gained instant visibility into our customer interactions across all touchpoints. It changed everything."

– COO, Jewelry Retailer

A Connected Retail Experience That Drove Revenue

With the integration fully operational, the company experienced an immediate transformation.

For the first time, sales teams had a 360-degree view of every customer, regardless of whether they had purchased in-store, online, or simply inquired about a product.

This newfound visibility translated into significant revenue growth.

Customers who had previously gone unnoticed in the system were now being targeted with personalized marketing and upselling campaigns. Instead of losing buyers after their first purchase, the company could now nurture long-term relationships, increasing customer retention and lifetime value.

Operational efficiency improved dramatically.

The checkout process became 30% faster, as returning customers no longer had to re-enter their details. Sales associates had immediate access to up-to-date product information, eliminating the back-and-forth that once delayed transactions. Customers who inquired about an item on the website could now walk into a store and have their details instantly pulled up by a sales rep, creating a seamless omnichannel shopping experience.

Perhaps most importantly, errors and discrepancies were virtually eliminated.

With automated error handling, transaction accuracy reached 99.8%, reducing the need for manual corrections and financial reconciliations.

No more lost sales due to data mismatches or failed transactions – every sale, every inquiry, every product detail was now accounted for.

"Our ability to track customer interactions from interest to purchase has completely changed how we market and sell. Every touchpoint is now an opportunity."

- CMO, Jewelry Retailer

A Smart Investment with Fast Payback

The results were undeniable.

Within 12 months, the company had recouped its investment in integration. The financial benefits extended far beyond initial projections.

With higher conversion rates, fewer abandoned transactions, and a more efficient sales process, revenue saw a noticeable uptick.

Customer retention increased as personalized marketing campaigns became more effective. Instead of treating each purchase as a one-time transaction, the retailer could now nurture customers through strategic upselling and loyalty initiatives.

Labor costs also dropped as sales associates no longer had to waste time manually entering customer details or verifying product availability. The automated financial reconciliation process reduced accounting errors, making it easier to track revenue and operational expenses in real-time.

Perhaps most importantly, the company future-proofed its operations.

As the business continued to grow, the integration provided a scalable foundation for expansion—allowing the company to add new locations, launch new digital sales channels, and remain competitive in an increasingly data-driven retail landscape.

"This wasn’t just an IT project. It was a strategic transformation that made us more competitive, more efficient, and more profitable."

– CFO, Jewelry Retailer

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The Future of Retail is Fully Connected

Retailers who fail to integrate their digital and physical sales channels risk losing customers, reducing efficiency, and leaving money on the table.

With this integration, the jewelry retailer eliminated operational friction, improved the customer experience, and unlocked new revenue streams.

What was once a fragmented system full of blind spots is now a fully connected, data-driven retail powerhouse.

How Dixruptiv Can Help

At Dixruptiv, we bridge the divide between your CRM and ERP systems to create harmony across customer experiences and back-end operations. Our integration services are designed to deliver seamless visibility, eliminate data silos, and elevate engagement. The approach includes:

Unified Data Backbone

Personalized Engagement & Insights

Ongoing Support

Strengthen customer loyalty, streamline operations, and scale your jewelry business with Dixruptiv’s CRM-ERP integration services.