“The customer is the customer. They don’t care if they are in-store, online or on the phone...they are the same person. It is so important to understand that.”
Kimberley Ruthenbeck, Director of Customer Experience, Room & Board.
Since the 1990s there has been a steady trend in retail to move as much commerce away from brick-and-mortar towards online. While brands were able to cut overheads and the customer enjoyed increased convenience, something was lost along the way. Through Salesforce Marketing Cloud, Room & Board was able to bring the personal touch of an in-store experience to the online world, with amazing results.
So what is it that we miss from that old-fashioned in-store experience that the online approach has failed to deliver? For Room & Board, they wanted to return some of that personalised, concierge service that they provide customers in-store. Not only the sound advice on the products they are looking for, but also those extra touches. Experienced sales assistants know how to upsell based on a customer’s preferences and provide advice on decor and colouring -- an opportunity often lost in the online experience.
Room & Board are using Predictive Intelligence to blend browsing/purchase history, online reviews, AND offline in-store sales data together to make online personalised recommendations to customers in the same way an in-store sales assistant might do. The results have been remarkable: Room & Board has increased the average order value by 16% and delivered a 2,900% ROI payback over a 2-month period!
By using Salesforce Marketing Cloud, Room & Board has been able to identify the following:
Combine online and offline data
A well crafted customer journey
Relevance is Key
But it isn’t just the customer that benefits. “Super fun to do” and “effortless” are two ways Kimberly Ruthenbeck describes the work she now does. You can listen to her talk about how Salesforce Marketing Cloud is helping her and her team succeed in this VIDEO.