Real-Time Centralized Customer 360
The organization needed a centralized customer data platform that would be able to gather information on POS systems, eCommerce transactions, browsing behavior, and loyalty activities, and store all of this information in one constantly updated customer profile.
Interchannel Identity Resolution
As customers would be interacting across multiple channels, including email, phone number, loyalty ID, and device ID, the retailer was required to have identity resolution that would remove the duplicates and provide a correct profile stitching based on deterministic and probabilistic matching logic.
Cross-Channel Audience Activation
The marketing and commerce departments needed to be able to dynamically create and activate customer segments in real-time. There was a need to share audiences instantly between campaign platforms to reinforce triggered journeys, personal suggestions, and loyalty rewards.
Customer information was spread on the in-store POS systems, eCommerce databases, mobile apps, and loyalty management tools. Every system kept its customer information, which resulted in incoherent records and restricted the ability to see the whole customer journey.
Systems had several records of the same person, which led to duplication of the profiles. This increased the quantity of customers, lowered the level of segmentation, and resulted in customers getting duplicated or irrelevant marketing messages.
Marketing teams used to work on batch-processed data, which is frequently updated every day or every week. This lag did not allow the retailer to react to customer behavior in real time, especially when they were in an active shopping session or a promotion campaign.
In the absence of a truth source, channel inconsistency in personalization efforts was observed. The in-store promotions, email, and web suggestions had independent operations, which created disjointed client experiences.
Multi-Source Data Consolidation Architecture
Salesforce Data Cloud was used to implement a scalable ingestion architecture that consolidated transactional, behavioral, and loyalty data in POS systems, online storefronts, and mobile applications. Data streams were normalized into one common data model in order to guarantee consistency and governance.
Smart Identity Resolution and Profile Unification
Salesforce Data Cloud has integrated identity resolution rules to conduct deterministic and probabilistic matching among email addresses, phone numbers, loyalty IDs, and device identifiers.
Customer 360 Enablement
An event-based data processing layer was created, which allowed customer profiles to be updated in real time in response to transaction and behavioral events. Rich profiles were available to marketing, analytics, and commerce teams to make decisions on immediate engagements.
Segregated Audience Engagement
Customers were unified to be turned on across the Salesforce Marketing Cloud and Salesforce Commerce Cloud. MuleSoft was used to streamline enterprise system integrations in order to have synchronized data transfer and time loss between platforms.
A leading multi-brand retail organization with an extensive store network and digital commerce ecosystem, managing high transaction volumes across POS, online, and loyalty platforms.
The single identity platform has entirely changed our marketing and personalization. We are able to get to know our customers in a holistic manner and can now connect with them in real time with accuracy.
The adoption of a unified customer identity platform on Salesforce Data Cloud enabled the retailer to turn scattered information into practical intelligence. The centralized and constantly refreshed customer view of 360 was created because the data of the POS systems, eCommerce channels, mobile applications, and loyalty programs were consolidated.
This change has enhanced data governance, bettered segmentation accuracy, improved the performance of campaigns, and provided a scalable base for subsequent AI-based customer intelligence projects.
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