Built for growth: Megabad’s long-term bet on CRM

Built for growth: Megabad’s long-term bet on CRM

Megabad is a leading German online retailer specializing in bathroom and sanitary products, offering a wide range of fixtures, fittings, and premium design solutions for both private and professional customers.

In a market where customer expectations continue to rise—while complex products make instant gratification difficult—German bathroom specialist Megabad is rethinking its digital strategy. Moving from fragmented communication to scalable, personalized customer journeys, the team is investing in long-term growth through smarter CRM. And with Voyado as their partner, they’re ready to make it happen.

We sat down with Helen Schrader, Director of Digital Marketing, and Stefan Beyler, CTO, to talk about their vision, the unique challenges of their industry, and what success really looks like when you’re selling anything from bathtub hinges to luxury whirlpools.

We wanted a partner who could grow with us

When Helen Schrader joined Megabad as Director of Marketing just over a year ago, the mission was clear: elevate customer communication from functional to strategic.

“We had what I’d call a very superficial CRM setup,” Helen says. “It wasn’t scalable, and certainly not fit for a business that wants to grow into a customer-centric future. That’s what triggered our search and eventually led us to Voyado.”

Behind the tiles: The hidden challenges of bathroom retail

Together with a team of master’s students from Hochschule Niederrhein, Megabad built out a structured selection process that began with a longlist of providers. “It was important for us to find someone reliable, agile, and open to testing and learning with us,” Helen explains. “With Voyado, we felt early on that we had a partner who brought everything to the table and could also adapt with us through modular add-ons as our needs evolve.”

From the outside, selling sanitary ware might seem straightforward. But, as both Helen and Stefan point out, it’s anything but.

“One of the biggest challenges I underestimated was logistics,” Helen admits. “It’s not just that products vary in size, it’s that customer expectations do too. Someone ordering a handcrafted bathroom vanity doesn’t always realize the production time behind it. At the same time, we have fast-moving items like cabinet hinges that ship immediately. Balancing those different rhythms is part of our communication challenge.”

Stefan emphasizes the complexity but sees it as an opportunity for differentiation. “We’re a B2C company, and in B2C, the connection to the end customer is everything,” he says. “We need communication that explains our values, sets clear expectations, and builds trust. That’s why personalization is so important, not just nice-to-have, but critical to how we scale.”

The goal is simple: More satisfied customers

Megabad’s ambitions don’t revolve around flashy features. They’re focused on fundamentals: customer satisfaction, employee experience, and sustainable growth

“Our biggest KPI right now is customer satisfaction,” says Stefan. “If we do that right, everything else like engagement, loyalty, and revenue follows. We also want to build internal processes that are more streamlined, because when our teams are supported, our customers feel it too.”

The team is particularly excited about what personalized communication could unlock for their business.

“We want to move away from assumptions,” Helen says. “Right now, there are many ideas floating around about who our customers are, but not all of them are backed by data. With Voyado, we want to validate those assumptions, create meaningful segments, and design communication that resonates not just broadly, but individually.”

Loyalty, points, and long-term strategy

Although loyalty programs haven’t been a core part of Megabad’s strategy to date, they’re quickly climbing the agenda.

“It’s something we’re actively exploring,” says Helen. “We’ve had an online shop for nearly 20 years, so we have the data but we haven’t really activated it in a way that builds a relationship. That’s changing now.”

For Stefan, loyalty is more than just retention, it’s about respect. “When a customer stays with us, it means we’ve done something right. That’s worth acknowledging, and we want to build systems that reflect that.”

We’ve started the journey; now we want to shape the market

The partnership may be in its early days, but expectations are high. What began as a bold vision is now backed by data.

Helen says “we’re not just looking at what’s next we’re building for what’s after that. If we can get closer to our customers, understand them better, and serve them in a way that’s both relevant and respectful, then we’ll know we’ve succeeded.”

For Megabad, the focus remains clear: stronger customer relationships, smarter processes, and long-term growth. With the right CRM foundation in place, the team is now moving beyond transactional messaging toward personalized experiences that create real value—for both the customer and the business.