Helping Rituals connect Digital, IT, & Marketing

Rituals digital success traced back to Crystalloids in interview with AG Connect


During an interview with AG Connect magazine on their recent digital growth, CTO Bart Mudde and CDO Martijn van der Zee credited their enterprise data management platform and customer loyalty program for enabling their digital growth. 

Having worked with Rituals for 7 -years, Crystalloids knew the potential ROI for them if enterprise data was centralized in a flexible and scalable environment. In particular, it would be crucial for Rituals that their customer data could be shared between IT and marketing. 

Today, our services have enabled Rituals to leverage IT and Data with marketing to develop smarter and targeted strategy and customer campaigns while strengthening departmental collaboration. 

This collaboration–according to CDO Van der Zee during the interview with AG Connect –has been key to Rituals’ digital transformation. 

“With every digital project you have to deal with six or seven departments…they all have to run in sync…what I think has been crucial for that growth is the collaboration… And by that I mean that you can easily connect things,” Van der Zee explained during the interview. 

men jump rituals 

Crystalloids was also behind the architecture and implementation of Rituals CRM program and data migration to GCP, which CTO Bart Mudde claims is integral to the cosmetic company’s digital growth. 

“The CRM program is one of the common threads in our collaboration…we placed all data in one system…we had to convince people of the usefulness of such a central database…and…migration of data to the cloud. It is now yielding the fruits we hoped for,” noted Mudde when speaking with AG Connect. 

Learn more about the Crystalloids services that Rituals credit for their success here and here. 

You can read the full interview between Rituals and AG Connect here.


Crystalloids helps companies improve their customer experiences and build marketing technology. Founded in 2006 in the Netherlands, Crystalloids builds crystal-clear solutions that turn customer data into information and knowledge into wisdom. As a leading Google Cloud Partner, Crystalloids combines experience in software development, data science, and marketing, making them one of a kind IT company. Using the Agile approach, Crystalloids ensures that use cases show immediate value to their clients and make their job focus more on decision making and less on programming.

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