Four years ago, Michelle Anderson, executive general manager of digital marketing at The Warehouse Group (TW Group), started working with Salesforce Sales Cloud. Anderson was part of a team tasked with developing systems to support TW Group brands in the increasingly digitised, always on, world of retail.
"We had a website and an email partner, but reporting and customer processes were missing. We discovered that simple integration would allow us to push customer data from our web platform into Salesforce, where we could manage customer lifecycles," said Anderson.
The move also captured insights about purchasing behaviours and provided cues for targeted communication. Development continued, and Salesforce was applied to fulfilment management, where dashboards showcase orders, sales, and backorders.