Natuzzi transforms the luxury furniture experience through a data-driven approach with Dynamics 365.

For over six decades, the Natuzzi name has stood for more than just high-quality furniture. It is synonymous with beauty, craftsmanship, and comfort that appeal to the senses. What began as a producer of sofas and armchairs has now evolved into the Natuzzi Group—a globally renowned brand for luxury furniture that seamlessly blends design, function, aesthetics, and ethics.
Our goal is to bring beauty and timeless harmony to people worldwide. By partnering with Microsoft Dynamics 365, we’re able to craft an elevated experience and empower our global team.
Business Challenge
In the past ten years, Natuzzi has seen its luxury brand rapidly expand globally, attracting a younger, online-savvy audience and even earning recognition from industry influencers. While this growth has been welcomed, Natuzzi’s core strength lies in its personalized in-store experiences, which their long-standing customers have come to cherish.
As a brand committed to creating harmony in the home, Natuzzi wanted to extend that harmony to every customer interaction, regardless of the medium. Whether customers engaged in one of the 1,200 retail locations, commercial offices, or online platforms, Natuzzi aimed to deliver consistent, bespoke experiences.
Their vision was to elevate the customer journey, cutting through typical marketing clutter to evoke sophistication and beauty. Natuzzi aspired not just to deliver furniture but to create harmony for its customers. To achieve this, they reimagined every aspect of their business, from store design to customer service and staff development.
To bring this vision to life, Natuzzi turned to Microsoft Dynamics 365, which helped unify their fragmented systems and deliver a seamless experience. They specifically utilized Dynamics 365 Customer Insights and Dynamics 365 Marketing to gain a comprehensive view of their customers and engage with them thoughtfully, at the right moments, across their preferred channels.
Antonio Achille, CEO of Natuzzi, explains: "We want to bring beauty and timeless harmony to people around the world. Working with Microsoft Dynamics 365 enables us to deliver a well-crafted experience and empower our global team."
Creating Harmonious Experiences
Natuzzi focused on:

• Establishing personalized, one-to-one customer relationships.
• Engaging with audiences at the right time in their journey, regardless of the channel.
• Integrating loyalty management to enhance lifetime customer value.

With the help of Power BI, Natuzzi initially gathered insights into inventory and customer behavior, but they needed a platform to unify data from their POS system, ERP, and Dynamics 365. By merging their B2B and B2C data, Natuzzi could gain deeper insights and engage their audiences more effectively.
Using Dynamics 365 Customer Insights, Natuzzi consolidated demographic, transactional, and behavioral data from various sources, creating a 360-degree view of each customer. This allowed them to segment customers more precisely and build highly personalized engagement journeys through Dynamics 365 Marketing.
This platform enabled Natuzzi to tailor customer experiences across all channels—whether through physical stores, events, or digital platforms. Their marketing and digital teams could now collaborate more effectively to enhance the customer journey globally.
Business Use Cases
Natuzzi has transformed its customer engagement approach, creating elegant experiences that reflect the luxury of its products. By leveraging customer data, they nurture relationships through personalized campaigns, delivering emails, SMS messages, promotions, and appointment reminders. Moreover, Natuzzi’s operational teams have gained the ability to collaborate more efficiently between headquarters and retail locations.
To further expand its customer base, Natuzzi uses data to segment audiences, including:

• New contacts from digital channels, segmented by geography, interests, and requests.
• Active customers who have recently made multiple purchases.
• Inactive customers with high potential lifetime value (LTV).

Digital Customers and Reengagement Campaigns
Natuzzi uses Dynamics 365 to manage new digital contacts, creating personalized customer journeys. By grouping contacts into clusters based on attributes such as age, geography, and product interest, Natuzzi delivers targeted experiences without overwhelming customers.
They have also launched successful reengagement campaigns to reconnect with previous customers. For instance, a recent campaign reached customers who had made purchases a decade ago, resulting in a 35% reengagement rate and a significant increase in in-store appointments.
Digital Events and In-Person Engagement
During the pandemic, Natuzzi embraced digital events to launch new products and gather customer feedback. They used personalized journeys to enhance engagement and participation. Post-pandemic, Natuzzi significantly increased its in-person event presence, particularly at Milan Design Week, where they exceeded engagement goals four-fold by targeting high-value customers and influencers.
Trade and Lead Capture
In the growing contract manufacturing space, Natuzzi has successfully captured and nurtured trade leads using Dynamics 365 Marketing and Sales. By leveraging customer data, they’ve learned which campaigns drive the most engagement and worked together to deliver results for their high-value customers.
Continual Improvement and Impact
Natuzzi’s journey with Dynamics 365 began in early 2021 and has grown steadily. By integrating Dynamics 365 Customer Insights, Marketing, and Sales, they’ve replaced numerous outdated systems and processes. The company has input around 40 million data records and created over 350 dynamic customer segments, all driving personalized marketing campaigns.
The use of Dynamics 365 Customer Service has enhanced the check-out process on e-commerce platforms, while Dynamics 365 Field Service supports seamless, connected on-site services. These investments have driven higher customer retention and satisfaction.
Business Value and Growth
Since the implementation of Dynamics 365, Natuzzi has seen measurable improvement in its store performance. Targeted campaigns have successfully turned contacts into prospects and prospects into customers. With a growing first-party data set of nearly 650,000 customer profiles, Natuzzi is better equipped to build lasting customer relationships.
Natuzzi’s global team—its "Harmony Makers"—now spends more time delivering on the brand promise rather than navigating disconnected systems. The unified customer data and targeted campaigns help marketing and sales teams tailor offers and interactions, ensuring a premium customer experience worldwide.
Next Steps
Natuzzi is continuing to expand its use of Dynamics 365, incorporating AI-driven models, real-time journey capabilities, and natural language processing to further personalize customer engagement. These advancements will allow them to scale their harmonious customer experience even further, delivering the sophistication and connection that customers expect from a luxury brand.
Pierangelo Colacicco, Chief Information Technology and Digital Innovation Officer, summarizes it best: "Dynamics 365 is helping us build more direct relationships with our customers and bring harmony into millions of homes around the world."