SAP, Swarovski, and the Shiniest App in the World

by Katie Van Adzin, Assistant Content Editor

January 9, 2015

“Kristall macht süchtig.”

It’s hard to argue with Christoph Kargruber’s opening line: Crystal is addictive. As the EVP of Global Marketing at renowned Austrian crystal maker Swarovski, Kargruber is featured in a recent SAP Enterprise Mobile video outlining the Swarovski Crystal Collection App by SAP. The app solves what had been a challenge for Swarovski sales reps; with more than 200,000 different variations in crystal size, color, and shape, it was nearly impossible for them to showcase the entire Swarovski collection. Paper catalogues and brochures were not doing their gleaming products justice.

Instead, the app displays the crystals in glistening clarity and depth. In addition to allowing sales reps and clients to search Swarovski’s extensive crystal collection with ease using multiple criteria, it also facilitates greater creativity and experimentation than ever before, enabling users to create and save designs within the app. Moving beyond a predominantly B2B model, Swarovski is now pursuing an e-commerce business channel as well using its shiny new tech.

Swarovski crystals

The Swarovski collection encompasses jewelry, watches, eyewear, figurines, chandeliers, and home décor. Architects, fashion designers, and artists have used the crystals to stunning effect ever since the company’s founding in 1895. Today the company is a supplier of both loose crystals as well as finished products of its own design. Present in 120 countries, Swarovski employs 25,000 people around the globe and operates over 2,350 retail locations, including its flagship store on the Champs-Élysées in Paris.

Given the impressive global scale of Swarovski’s operations, the new app is also a valuable source of data. Swarovski marketers can view which products are being searched for at the highest rates by customers, offering insight into buying patterns and better anticipating trends in consumer demand. Call it a new kind of Crystal Reports.

The app features the most updated version of the complete collection, including all quarterly launches. With over 100 different colors and effects, the possibilities are endless. Who says that technology can’t be beautiful? See for yourself at

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