Retailers driving consumer engagement, commerce growth with Salesforce


January 15, 2019 | By RetailME Bureau

Salesforce, a leading name in CRM, is empowering major retailers to transform shopping across every touchpoint and connect commerce everywhere. At the on-going NRF 2019, Salesforce is hosting a community of customers and partners, showcasing innovative shopping experiences from Rituals Cosmetics, Brunello Cucinelli, The Container Store, Crocs, Mulberry, Shinola and more.

For retailers to compete effectively and win the hearts, minds and wallets of modern consumers, they need a single view of customers across commerce, marketing and customer service. Salesforce provides retailers with a unified platform designed to drive integrated, intelligent and innovative shopping experiences wherever consumers interact with a brand – including mobile, web, social and store.

“The world of retail has become democratised,” says Rob Garf, VP of retail strategy and insights at Salesforce. “It’s not just about driving transactions within the physical and virtual four walls, but it’s increasingly about pushing the brand to wherever consumers are shopping. Salesforce allows retailers to be where their consumers are.”

Italian luxury ready-to-wear brand, Brunello Cucinelli moved its e-commerce business to Commerce Cloud in 2016 to extend its luxury shopping experience online and has since quadrupled its e-commerce revenues. The company also uses Marketing Cloud to give every customer communication a personal feel, and Service Cloud empowers Brunello Cucinelli employees to deliver the luxury service experiences expected by its clientele. With customer order history and automated workflows, store managers are able to expedite customer service needs, enabling employees to spend more time building relationships with shoppers.

The Container Store, a leading retailer of storage and organisation products in the US, uses Service Cloud and Sales Cloud to provide its service agents and sales team with a unified platform for customer engagement. With Service Cloud, The Container Store built a guided framework for agents to create custom closets, an important part of The Container Store’s business. The company also rolled out Field Service Lightning to help dispatchers quickly allocate contractors for installation jobs based on their skills. Thanks to the integration, The Container Store found it decreased the time it took to schedule installations from up to five days to just minutes, and eliminated 100 percent of installations not paid for.

The Kroger Co. is using Marketing Cloud to hyper-personalise the grocery experience for its millions of customers. With Marketing Cloud, Kroger can access rich online and offline consumer data to better segment audience types and deliver more than a billion emails annually that include personalised, localised offers. The company has found it increased clicks by 40% as a result, leading to increased engagement, conversion and loyalty.

British lifestyle brand, Mulberry is deploying Salesforce in partnership with Tulip to create a seamless shopping experience between online and in-store. Tulip will provide Mulberry store associates with clienteling and a mobile point-of-sale that is integrated with Service Cloud, giving them an in-depth view of shopper preferences. Mulberry is also deploying Marketing Cloud to deliver personalized customer engagement across every channel including email, digital advertising and social media.

Luxury fashion destination, Net-a-Porter has turned to Datorama, a Salesforce company, to unify more than 270 data streams into a single view, resulting in a better understanding of sales impact and ROI across its global marketing programmes. Now, Net-a-Porter has transparency into marketing and sales KPIs with the speed and granularity required to improve advertising against all shipped orders. As a result, Net-a-Porter is able to optimise and report on all of its marketing investments and activities at a global scale. As a result, the company has seen an annual time savings of more than 2,000 hours and now has the ability to report on an “always on” basis.

Dutch brand Rituals Cosmetics has doubled its year-over-year business in the US with plans to launch 10 standalone stores and multiple points of sale with travel, retail and wholesale partners annually. Online is a big driver of that growth. With Commerce Cloud, Rituals Cosmetics grew its online business by 70% in just one year, providing a rich digital experience that comprises click-and-collect data capture, real-time inventory availability, next-day delivery, local payment options and dynamic brand content. Unifying the shopping journey on one platform, Rituals Cosmetics also uses Marketing Cloud for smarter, more targeted marketing and Service Cloud for fast and personalised service. In addition, Success Cloud helps Rituals Cosmetics realise the full potential of Salesforce features and integrations.

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