Situation
Our client specializes is women’s footwear and has stores located in Australia and New Zealand, along with a strong online presence. To drive sales, and better target its customers for exclusive offers, optimize marketing strategies and build its loyalty program, it needed deeper insights into customer behaviors.
Updating Marketing Cloud enabled data-driven decisions and targeted campaigns designed to boost sales.
The retailer collected customer data from social media, email and website activity across various systems. Yet, this data was fragmented, which hindered analysis and decision-making. Adopting a more centralized solution would integrate, clean, and analyze the data efficiently, and provide visually appealing and insightful reports.
Action
We updated our client’s Salesforce Marketing Cloud platform to enable multi-channel customer journeys. Various data sources comprised of social media, email, and website activity were integrated with our client’s systems to improve customer insights.
Separate workspaces for two business units (BU) were created with tailored solutions. Each workspace was customized to meet the specific needs of the BU. Workspaces include data models and customer segments, custom email templates, journeys and automations, dashboards and KPIs.
In addition, data was integrated from social media, website, email, customer touchpoints for a unified customer view. This data was cleansed to ensure accuracy by removing errors, duplicates, and invalid entries.
To enable a connected customer experience and align with retail best practices, we developed omnichannel journeys for Email and SMS, that included abandoned cart and reward transaction journeys.
The new data pipeline has empowered our client with data-driven decisions to elevate marketing efforts, develop targeted campaigns, increase customer engagement, and drive sales.
Results
- Detailed insights into campaign performance and customer engagement.
- Better marketing campaign performance through targeting, personalization, and timing.
- Improved customer engagement via higher open rates, click-throughs, and conversions.
- Faster marketing campaign execution with automation.
- Protection of information from unauthorized access, use, or disclosure through state-of-the-art security and procedures.
Data was integrated from various customer touchpoints for a unified view.
Launching targeted campaigns was faster and more efficient with automation.
Customer engagement Improved via higher open rates, click-throughs, and conversions.
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100+
Stores -
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2
Omnichannel Journeys developed -
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40%
Improvement in marketing efficiency