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The Results: Increased Customer Conversion and Insights
The project’s deliverables included a customer database of records incorporating various previously separate data sources. This enabled the client to establish a 360-degree customer lifecycle and understand where customers were in that lifecycle, thanks to constantly updated data from multiple sources.
The Salesforce Marketing Cloud implementation use this data and lifecycle to engage customers and shoppers, increasing customer engagement, re-engagement, and conversion.
An additional element of the project was the creation of Marketing Cloud hosted landing pages for customer in-store communication. Once customers opted in via in-store iPads, the would receive real-time welcome emails and additional real-time communications at multiple points of their shopping journeys. This helped us partner with the client team to develop an engagement plan that met their expectations, including priorities, timing, and budget.
Conclusion
To be a successful retail brand requires meeting or exceeding your customers’ expectations. That requires knowing, understanding and engaging your customers when they want, in the channel they prefer, and with personalized messaging that will resonate. The foundations for achieving this level of communication are having a successful marketing data strategy and the ability to use your data to engage your shoppers in a timely way across multiple channels.
We partnered with this client to understand their business goals and enable them to achieve success by delivering a solid data foundation and using Salesforce Marketing Cloud. Looking forward, the ability to effectively use AI (including Salesforce Einstein) emphasizes the necessity of having a 360-degree view of your customers and executing your data strategy in a timely way to deliver personalized customer experiences.