TO BODY Case: “We left RetailCRM, but still haven’t found a better system”

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TO BODY is a Russian oversized clothing brand. In 3 years, the company has gone from an Instagram page* to its own production, an online store, and two showrooms in Moscow and St. Petersburg.

TO BODY implemented RetailCRM almost at the start of the lithuania phone numbers project. At first, everything was fine, but due to one mistake, the cooperation was terminated. Why they decided to return and how things are going in the company now - read the case.
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"What's a problem for an ordinary person is content for a blogger"
The founder of the company is Alexander Murataev, a professional illusionist and athlete, the author of a YouTube channel about entrepreneurship. In his videos, he goes through the path of a businessman from scratch, shares insights about brand development and tests different business ideas in search of the optimal solution.

The idea to create a business from scratch came to Alexander in the spring of 2020. There were many options: from selling marmalade to a real estate agency. In the end, they settled on a product that is always in demand and will not deteriorate over time. This is how the TO BODY clothing brand was born.
"It looks funny now how everything was 3 years ago. Yes, there were many difficulties. But we filmed a show about it — and there was something to film that year. As one blogger says: "What is a problem for an ordinary person, for a blogger is content" — Alexander Murataev, owner of TO BODY
At the start, the business faced problems:

1. Finding high-quality fabric . At first, it was difficult to select fabric and establish work with suppliers. As a result, the material began to be purchased in Turkey through a company in Moscow - in order to control deliveries and eliminate defects.

2. Website creation . The website was launched in 2020. Over 3 years, we tried different CMS, but something did not work out everywhere. Only in the spring of 2023, we made the final version of the site on Tilda.

3. Communication with clients . It was not possible to organize the work of the sales department, there were no regulations for communicating with customers. The response time was not specified, so customers had to wait. Sometimes their messages were left unanswered at all.

4. Accounting for customers, goods and sales . For inventory accounting, TO BODY was connected to MySklad, but the balances of goods were still kept in an Excel table. Customer data and reminders of who to contact were recorded manually in a notebook.
"We had 10 tables, each with its own information, the girls went crazy. They had to fill it all out every evening. I myself led my friends in Excel" - Alexander Murataev, owner of TO BODY
Initially, orders came from Instagram*. But as the business expanded, they connected VKontakte, WhatsApp* and Telegram. They promoted the store mainly through Yandex advertising tools, YouTube vlogs and word of mouth. As the business grew, it became difficult to track customers in 10 tables. Applications were lost in the flow of messages, so Alexander decided to implement a CRM system.