THG Ingenuity unifies global customer operations with Zoho CRM

The company

Established in 2004, THG Ingenuity is a leading global ecommerce solutions provider that delivers integrated commerce technology, fulfillment, and creative services to enterprise brands worldwide. With over 20 years of ecommerce expertise, the company helps businesses scale their direct-to-consumer operations through a unified platform spanning ecommerce technology, warehousing, fulfillment, courier management, and content production.

THG Ingenuity powers digital commerce for globally recognized brands, including Myprotein, LOOKFANTASTIC, Cult Beauty, The Range, and Holland & Barrett—reinforcing its position as a trusted partner for some of the world's most prominent enterprises. With infrastructure that supports shipping to 195 global destinations through a world-class 780,000 sq ft fulfillment center housing 380 state-of-the-art robots and over 1.1 million SKU locations, THG Ingenuity processes up to 1 million outbound units daily, enabling brands to achieve scalable, global growth.

The challenge

Before expanding its use of Zoho, THG Ingenuity faced several challenges in managing its sales and customer operations efficiently.

Whilst Zoho CRM was already in place for its sales team alone, many teams continued to rely on spreadsheets and manual processes, which resulted in duplicated work, fragmented customer data, and limited trust in the system.

"THG Ingenuity has many teams; gaining visibility across them was critical", explained Natalie Jones, Head of Systems and Processes, THG Ingenuity

The sales team lacked a standardized process for managing opportunities, while manual reporting made it difficult to track pipeline performance, monitor lead progression, and gain real-time visibility into sales activity. Key customer and project information was also siloed across departments, preventing account managers and leadership from having a single, unified view of each customer journey.

As the business continued to scale, THG Ingenuity needed a more integrated and fully adopted CRM-led system that could centralize customer data, improve visibility, and connect sales seamlessly with downstream operational teams. "We needed a system which could hold all our data, that we could report from, and that could provide a single source of truth," Natalie explained.

Why Zoho

THG Ingenuity selected Zoho because of the breadth and flexibility of the Zoho One platform, which enabled the business to consolidate multiple operational processes into a single integrated ecosystem.

Rather than sourcing standalone applications for CRM, project management, analytics, document signing, forms, automation, and custom app development, the team recognized the value of having one connected platform that could scale with their evolving requirements.

"There's always a Zoho One application available for the problem we need to solve," says Mishje Cooper, Director of Systems and Tooling, THG Ingenuity.

Zoho's flexibility was another key differentiator. Given THG Ingenuity's highly customized enterprise workflows, the team required a platform that could adapt to their processes rather than forcing them into rigid software limitations. With Zoho's extensive customization capabilities, integrations, and developer-friendly ecosystem, the company was able to build solutions tailored precisely to its needs.

The solution

Alongside Zoho-approved partner DSL Telecom, THG Ingenuity transformed Zoho CRM into the central hub of its customer operations, establishing it as the single source of truth for all sales, customer, and account data across the business.

The company restructured and expanded its CRM implementation to standardize sales processes, improve user adoption, and eliminate reliance on spreadsheets and disconnected manual workflows. Zoho CRM now manages the full customer lifecycle—from lead capture and qualification to deal progression and account management.

To further enhance its CRM capabilities, THG Ingenuity integrated Zoho CRM with the wider Zoho ecosystem, connecting it to supporting applications for marketing, project delivery, customer support, analytics, and workflow automation. This enables customer and operational data to flow seamlessly into Zoho CRM and give teams a unified view of every account and interaction.

Custom workflows, automations, and reporting dashboards were also implemented within the CRM environment to streamline pipeline management, automate notifications, improve handoffs between departments, and provide leadership with real-time business visibility.

Today, Zoho CRM serves as the operational command center for THG Ingenuity's customer-facing teams and fosters collaboration across sales, account management, project delivery, and support.

Benefits and ROI

By transforming Zoho CRM into the central hub of its customer operations and integrating it with other Zoho applications, THG Ingenuity has achieved significant improvements in visibility, efficiency, and cross-functional collaboration.

• A single source of truth for customer data 

  Zoho CRM now provides a unified view of every customer, as sales, project management, support, and account information are now consolidated into one centralized platform. This gives teams complete visibility into each customer relationship and eliminates data silos across departments.

• Improved sales process adoption 

  By standardizing workflows and reducing reliance on spreadsheets, THG Ingenuity has driven stronger CRM adoption across its sales and account management teams, ensuring more consistent data capture and process adherence.

• Enhanced pipeline visibility and reporting 

  Integrated reporting through Zoho CRM and Zoho Analytics gives leadership real-time visibility into pipeline performance, lead progression, conversion rates, and revenue forecasting—enabling faster, more informed decision-making.

• Seamless cross-department collaboration 

  Integrations between Zoho CRM and downstream systems such as Zoho Projects and Zoho Desk ensure that sales, delivery, and support teams can collaborate effectively while maintaining full visibility within the CRM. "The integration with Zoho Desk is really great for the teams that don't work in support but still need visibility of client tickets that have been raised," reveals Rebecca Sharp, Operational Excellence Manager at THG ingenuity. Furthermore, an integration with Sales Loft helps THG Ingenuity's marketing team sync leads from the third-party app in real-time.

• Greater operational efficiency through automation 

  Automated workflows and integrations reduce manual data entry, eliminate repetitive administrative tasks, and streamline handoffs between teams—saving time across the customer lifecycle. For instance, when a deal reaches a specific stage inside Zoho CRM, the Finance team are automatically notified that a reference check needs to be carried out. Similarly, when a deal is marked as"closed won", blueprints are activated to trigger the creation of a project in Zoho Projects.

• Increased platform ROI 

  By extending Zoho CRM through integrated Zoho applications rather than investing in multiple standalone systems, THG Ingenuity has maximized return on investment while reducing software complexity and licensing overhead.