Home Improvement background

Use case

CREATING MORE EFFECTIVE CUSTOMER JOURNEYS FOR A MAJOR CANADIAN RETAILER
CUSTOMER PROFILE:
  • Industry: Retail of Consumer Goods – Home Improvement
  • Product portfolio: 4 brands with 200,000 home improvement products
  • Headquarters: Canada
  • Brand presence: Canada
  • Employees: 26,000+
  • Iconic home improvement chain in North America
  • Network of 470+ stores ranging from neighborhood shops to big box stores
CHALLENGES
  • Customer interactions for each brand are managed separately with different strategies, tactics and platforms
  • Marketing data and teams are siloed
OBJECTIVES
  • Develop a UNIFIED STRATEGY for email marketing
  • Enable COLLABORATION across business units
  • Nurture CUSTOMER RELATIONSHIPS
  • Unify marketing programs across brands for CONSISTENT BRANDING
  • Generate cost and operational EFFICIENCY
  • Maximize the impact of the new LOYALTY PROGRAM
  • Create a SINGLE VIEW of each customer across brands
  • PERSONALIZE and improve the customer experience
  • Get assistance with CHANGE MANAGEMENT
SOLUTION
  • Implemented Salesforce Marketing Cloud to accommodate each brand’s needs
  • Set up dedicated IPs and warmed up the new sending domains and IPs for optimal email delivery
  • Consolidated customer and product data across brands
  • Enabled customer-centric metrics and KPIs for comprehensive insights with self-serve business intelligence capability
  • Aligned, activated and updated customer journeys to optimize conversions and maximize the impact of the new loyalty program
RESULTS
  • The home improvement retailer now has consolidated email solutions for all its brands with comprehensive customer insights to boost campaign performance and ROI. The company saw a 104% YOY increase in customer activation with new journeys, and journey-based performance doubled. The company also reduced organizational costs by 133% over three years.
TECH STACK
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