Leveraging Salesforce to Improve Marketing Loyalty Results

Supercharge Marketing Loyalty Programs with Data

Leveraging Salesforce to Improve B2B and B2C Marketing Loyalty Results at Enterprise Scale for a Sunglasses Retailer

At a glance

STRATEGIC PARTNER

Salesforce

SERVICES

Next-Gen Marketing
Modernization

INDUSTRY

Consumer

A global sunglasses retailer partnered with EPAM to modernize its business to business (B2B) and business to consumer (B2C) marketing and loyalty initiatives by transitioning from legacy products to Salesforce Data Cloud, Marketing Cloud and Loyalty Management. With these optimized solutions in place, the client increased its campaign ROI and improved marketer productivity and campaign speed to market.

EPAM’S EXPERTISE IN RETAIL

Using Data to Understand & Personalize Messaging

The client discovered a 20% increase in the value of the customer when given personalized messaging. To capitalize on this in 2022, the company needed to create a 360-degree view of its customers, which would enable better segmentation and target audiences for marketing. At that time, the client’s legacy marketing platform did not provide the essential capabilities needed to automate its loyalty program and targeting was not dynamic or based on real-time data.

With EPAM’s deep expertise in Salesforce platforms, we helped the client design a Salesforce-based multi-cloud solution for the company’s marketing and loyalty initiatives and created a B2B and B2C loyalty foundation. The solution enabled the client to gain a holistic view of the customer and segment based on real-time behavioral or transactional data. The retail leader can now implement and manage loyalty programs, which provides an automated feedback loop to Salesforce Data Cloud.

THE IMPORTANCE OF CUSTOMER EXPERIENCE

80%

of customers make their buying decisions based on the experiences that brands deliver, which is just as important as the products and services themselves

MIGRATE & OPTIMIZE

Personalizing the Experience with Salesforce Data Cloud

Data as a shared resource can create value for the enterprise. But it's not as easy as it sounds -- enterprise data often lives in silos and needs to be shared across teams. To create a holistic view of customers and help the client operate more efficiently through the power of data, EPAM implemented a modern customer data platform (CDP) using Salesforce Data Cloud that provides one source of truth. EPAM selected Salesforce Data Cloud as the solution, as it provided key integrations to the B2B and B2C customer database, website and acquired companies’ websites into Salesforce Marketing Cloud. Additionally, Salesforce Data Cloud integrates with Salesforce Loyalty Management, which enables better visibility to properly reward loyal customers.

Deliver Campaigns Faster

By improving your speed to market, you have more campaigns and ultimately drive more ROI. Having good data in Salesforce Data Cloud enables you to laser focus on marketing strategy: What are the best campaigns? How can you personalize them to maximize impact? What are your essential segments to target?

CONTENT IS KING

Enhancing Loyalty Initiatives with Salesforce

With an effective CDP in place, the next step was to bolster the client’s loyalty program leveraging real-time data in Salesforce Data Cloud. EPAM implemented Salesforce Loyalty Management to help the retailer manage personalization at scale to engage customers with relevant and personal experiences. The solution provides an automated feedback loop to Salesforce Data Cloud to maintain the 360-degree customer view from both a B2B and B2C perspective. Through this optimized loyalty program, the client can create personalized customer journeys that deliver the right messages to the right customer segments at the right time. This modern system also allows for quick iteration and improvement on campaigns to get the maximum benefit out of Salesforce Data Cloud data. The retailer can now quickly test marketing ideas to best engage target customers, continually refining content to fully leverage the Salesforce Data Cloud capabilities.

It’s not just the technology that generates success, it’s also the people and processes.

The client’s digital migration was a catalyst to clean up data, develop a more data-centric culture and enhance ways of working.

TECH STACK