Bridal-wear brand: one Bitrix24 instead of two CRMs, automation and owner reports

Where did the project start?

The brand sells wedding dresses to brides and wholesale to bridal salons. Before the project, sales were split between two systems, NetHunt and KeepinCRM.

After a pre-project interview in July 2024 we proposed six stages over six to eight months. Work began in September.

How did we move the data and set up products?

We moved contacts and deals from both systems in a one-off transfer, with deals covering a year, from September 2023 to September 2024. The client saw the first stage on 21 November 2024. In December the first website lead reached the CRM; we then connected the second site, and leads from the English version carry the form name in their title. Since April 2025 the site has stored UTM tags.

In early 2025 we reloaded the product catalogue by script: dresses, veils, size and colour. Deals gained a field for individual measurements, and the documents were rebuilt around the new product record.

What did we automate in leads, deals and payments?

The automation stage ran from April to August 2025, with a demo on 4 July. Now:

• when a lead moves to “Bride referred to a partner”, a record appears in a smart process;
• the “Return” status requires a reason;
• lead and deal stages set reminders and tasks;
• deals get a running number that restarts every year;
• the client type is pulled from the contact or company;
• payments go into a “Finance” tab, so the contact or company record shows the debt or overpayment and the total of all deals, and the deal shows its total and balance;
• the company record shows how many deals there were and how many dresses were sold;
• every night the CRM recalculates client activity as high, medium or low;
• on a contact’s birthday the owner of the record gets a task.

What reports did the owner get?

We built the reports in the Bitrix24 BI Builder and delivered them in two parts at the end of August 2025. The client then tested them and asked for changes; the stage was closed in March 2026. The reports cover:

• sales by month and the yearly trend;
• leads by source and date;
• client financials for every year and by month;
• manager performance: conversations, average order value, KPIs;
• plan-vs-actual on dresses sold, by month and by year;
• upsell (a yes/no field in the deal that only the head of sales can see) and cross-sell: veils and accessories with a dress.

How was the team trained, and which channels are connected?

In September 2025 we started a package of five training sessions. The first, basic one took place on 23 September, and four webinars had been held by the end of October.

In February 2026 Instagram was connected to the CRM, and later we set up passing tags from Direct.