BABY CARE LEADER: AN OMNICHANNEL EXPERIENCE

A hybrid physical/digital approach for an optimal customer experience

THE CHALLENGE

Arlanis Reply was involved in the international digital transformation process faced by the company, which included: building a new e-Commerce, replatforming services and an internal change management process with the introduction of a marketing solution and a new CRM. Through the integration of Salesforce Commerce Cloud, Salesforce Marketing Cloud and Salesforce Service Cloud, it was possible to create a customer-centric solution that supports the customer throughout all phases of the life cycle - from onboarding to retention and loyalty, regardless of the channel used. In particular, thanks to the use of Salesforce Personalisation integrated with the new e-Commerce platform, it was possible to map the site in order to track user behaviour and structure an increasingly personalised communication strategy.

The use of Salesforce Service Cloud, natively integrated with the other systems involved, made it possible to standardise the CRM by collecting all the information and KPIs on consumers on a single platform and to manage reports opened towards the contact center from a single point of entry.

SOLUTION

The solution involved a new architecture that rethought the customer's digital ecosystem, through the adoption of a new Marketing Automation tool, a CRM platform and management of requests via Salesforce Service Cloud in addition to the development of the new e-Commerce on Salesforce. Through the adoption of a single identity, it was possible to map the customer in a centralised manner regardless of the touchpoint (e-Commerce, physical store, contact centre and authorised resellers), guaranteeing a 360-degree view.

Marketing Automation

Salesforce Marketing Cloud was chosen as the marketing automation and campaign management tool. Through the tool, all transactional communications to consumers were implemented, as well as the construction of articulated Customer Journeys to accompany the customer in the acquisition, conversion and retention phases.

The strength of the implementation was the ability to guarantee a high level of automation for highly personalised content in a simple and scalable manner, based on consumer interests, aggregated KPIs and behavioural tracking. All communications developed for the client include dynamic content and are segmented to ensure a personalised experience for each user. To ensure the seamless flow of information between systems, Arlanis Reply, thanks to its experience on cross-cloud projects, exploited native integration with Salesforce CRM to maximise the tool in the creation of campaigns. Salesforce Personalisation made it possible to increase the level of personalisation towards users, thanks to the tracking of online behaviour, and to ensure real time engagement. Arlanis Reply tracked through 'sitemapping' all relevant points within the e-Commerce to activate 1-to-1 marketing campaigns based on online behaviour. The tool made it possible to create different user segments and study the 'next best action’ to increase conversions and drive consumers through the collected data.

CRM

Salesforce Service Cloud was central to the implementation as it became the hub for consumer information, purchasing, loyalty programme, KPIs and case management. To achieve the goal of Omnichannelality and overcome "silos" management, Salesforce Service Cloud plays an essential role as the connection between the online and physical worlds to bring the consumer experience to an Omnichannel perspective. Moreover, thanks to the collection and calculation of KPIs and the native integration between Salesforce Service Cloud and Salesforce Marketing Cloud, it is possible to exploit this information for the construction of automated and personalised Customer Journeys for each user.

Contact Center

For case management, it was decided to migrate all Customer Service operations to a single platform to have on a single tool all customer reports from telephone, e-mail and online chat. This choice brought greater efficiency in Customer Care management and lower operating costs, reducing management time. In addition, it allowed performance tracking and better allocation and prioritisation of reports within the teams in different countries.

BENEFITS


INCREASED ORDERS IN THE ONLINE CHANNEL

The use of the new ecosystem one month after Go Live resulted in:

  • +67% conversion into user purchases
  • +13% in net sales
  • +22% increase in average receipt

INCREASED CUSTOMER ENGAGEMENT

Through the use of the Salesforce Marketing Cloud suite, the client company was able to automate numerous Marketing and Customer Journey activities in addition to having a 1-to-1 approach with customers by segmenting communications, as opposed to a 1-to-all approach. This led to a 9.9 per cent increase in Open Rate in communications and proportionally also in Click Through Rate

LOWER OPERATING COSTS

The use of Salesforce Service Cloud gave the possibility to centralise the input of cases addressed to Customer Care with a flexible and intuitive tool, facilitating communication between different departments. Thanks to this approach, it was possible to increase the number of reports handled by the operators while decreasing the average time for resolution, thus reducing the operational costs of the entire department.

DATA-DRIVEN APPROACH

Thanks to the integration between CRM, Salesforce Marketing Cloud, e-Commerce and in-store shops, it was possible to collect data on consumer behaviour and preferences across all touchpoints with the brand, traceable to a unique ID. This enabled the use of a data-driven approach by transforming their business strategy and relationship with consumers. This business process is part of the change management activities that were carried out in the project, bringing efficiency and better results within all company departments.

CONTEXT ON THE CLIENT

The leading company in the parenting sector in Italy and an important player at international level, with several brands within its portfolio, decided to embark on this digital transformation path with the need to create a uniform experience with a high degree of customisation, scalability and omnichannel to address customer expectations through an integrated solution combining the physical and digital worlds.
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