Case Study - Implementation of AmoCRM service for ActivSports outdoor goods online store on Webasyst CMS Shop-Script platform

1. Introduction

ActivSports is an online store specializing in the sale of goods for outdoor activities, sports, and tourism. In the context of growing competition and the need to improve customer service, the company decided to implement a modern Customer Relationship Management (CRM) system. The choice was made in favor of AmoCRM, which is ideal for small and medium-sized businesses, ensuring effective management of sales, clients, and communications.

As part of the integration with the Webasyst CMS Shop-Script platform, several key tasks were set:

• Automation of sales and work with clients.
• Improving service quality and speeding up request processing.
• Improving the personalization of offers.

Also, during the implementation process, additional communication channels with clients were set up, including corporate mail, messengers, IP telephony, an online consultant on the site, as well as integration with Avito and VKontakte platforms to expand sales channels and communication with clients.

2. Implementation Goals

• Simplifying the order processing process: All order data must be automatically transferred to AmoCRM so that managers can monitor the stages of each order.
• Automating interaction with clients: Automatic sending of notifications, creating reminders to contact the client on various issues.
• Analytics and reporting: Obtaining statistics on sales, conversion, and manager performance efficiency.
• Client segmentation and targeted offers: Using data from CRM to create personalized offers and newsletters.
• Ensuring omnichannel communication: Setting up corporate mail, messengers, IP telephony, online consultant for quick communication with clients.
• Integration with external platforms to expand sales channels: Configuring integration with Avito for uploading ads and communicating with clients, as well as with VKontakte for working with clients in the social network.

3. Platform: Webasyst CMS Shop-Script

Webasyst CMS Shop-Script is an online store management system that provides flexibility in configuration and scalability. The system has a convenient interface for managing products, orders, and clients, which is ideal for the needs of the ActivSports store. For integration with AmoCRM, the specialized plugin "Synchronization with AmoCRM" was chosen, which works via API and ensures automatic data synchronization between Webasyst and AmoCRM.

The Synchronization with AmoCRM plugin can be found at the following link: Synchronization with AmoCRM.

4. Implementation Stages

4.1 Needs Analysis and AmoCRM Setup

Initially, an analysis of the business processes of the ActivSports store was conducted to determine exactly which tasks should be automated in CRM. Based on this, the AmoCRM profile was configured:

• Custom fields were created to store information about clients (age, preferences, purchase history).
• Sales funnels were set up reflecting different stages of interaction with the client (e.g., "New Order", "Payment Expected", "Item Delivered").
• Reminders and tasks were set for managers.

4.2 Development and Integration with Webasyst CMS Shop-Script

For integration with Webasyst, a ready-made development was used — the plugin "Synchronization with AmoCRM", which works via API. This plugin solves key tasks:

• Automatic data synchronization: The plugin synchronizes information about orders, clients, and statuses between Webasyst and AmoCRM, eliminating the need for manual data entry.
• Transfer of deals and contacts: All clients and deals from the online store are automatically transferred to AmoCRM, allowing managers to work with up-to-date information in real-time.
• Working with sales funnels: The plugin allows integrating sales funnels into AmoCRM, simplifying the process of tracking deal status.

In addition, additional communication channels with clients were set up:

• Corporate mail: Integration of corporate mail with AmoCRM was configured for automatic receipt and processing of incoming letters.
• Messengers: Popular messengers (e.g., WhatsApp and Telegram) were connected for quick communication with clients.
• IP telephony: An IP telephony system was implemented to manage client calls, with the ability to record conversations and integrate them into CRM.
• Online consultant: A chat bot was installed to communicate with site visitors, which is connected to AmoCRM and allows operators to instantly respond to requests.
• Integration with Avito: Uploading ads to the Avito platform was configured, which allowed expanding the audience and increasing the number of potential clients.
• Integration with VKontakte: Communication channels with clients were created through the official group in VKontakte, which made it possible to promptly answer questions and process requests via the social network.

To configure the plugin, the following steps were performed:

• The plugin was installed via the Webasyst app store.
• API keys and synchronization parameters were configured in accordance with business requirements.
• Testing of the correctness of data transfer between the Shop-Script system and AmoCRM was conducted.

4.3 Staff Training

After setting up the integration, a series of trainings for company employees was conducted. Managers learned to:

• Work with the AmoCRM system, track deals and order execution stages.
• Use reports to analyze work efficiency and adjust sales.
• Interact with clients through built-in communication channels (chats, email newsletters, messengers, phone, social networks).

4.4 Testing and Launch

After completing the integration, a testing stage was conducted:

• The correctness of data transfer between Webasyst and AmoCRM was checked.
• The processes of creating new deals and clients were debugged.
• Scenarios of automatic notifications and tasks for managers were tested.
• All communication channels were checked: mail, messengers, phone, chat bot, Avito, and VKontakte.

5. Results

5.1 Increasing Work Efficiency

After implementing the Synchronization with AmoCRM plugin, the ActivSports team significantly increased its efficiency. Managers were able to reduce order processing time, and automation of repetitive actions allowed avoiding human errors. Omnichannel communication also sped up the interaction process with clients.

5.2 Improving Service Quality

With the help of AmoCRM, it was possible to implement more personalized communications with clients. Automatic reminders and following the sales funnel allowed better forecasting of client needs and providing them with timely information. The online consultant and messengers helped to promptly answer questions.

5.3 Increasing Conversion

Using CRM for client segmentation and creating targeted offers led to an increase in conversion on the site. Special offers for specific groups of clients significantly increased the average check and purchase frequency. Integration with Avito and VKontakte also led to an increase in interest and inquiries from new clients.

5.4 Reports and Analytics

AmoCRM provided the store with detailed analytics on sales, manager efficiency, and interaction with clients. This allowed making adjustments to marketing strategies and improving work with the client base.

6. Conclusion

The implementation of AmoCRM using the "Synchronization with AmoCRM" plugin for the ActivSports online store on the Webasyst CMS Shop-Script platform was a successful step towards automating business processes, improving customer service, and increasing work efficiency. Thanks to integration with CRM and setting up additional communication channels (mail, messengers, IP telephony, online consultant, Avito, and VKontakte), the company was able to significantly improve its sales, reduce errors in order processing, and increase customer loyalty.