dusk unlocks the next tier of customer loyalty with Salesforce.

Modernise marketing technology to deepen loyalty and engagement.

dusk’s ambition is to be customers' preferred destination for home fragrance products and for their gifting needs. The retailer has cultivated a loyal customer base which includes more than 750,000 paid members of the dusk Rewards program. 

This highly engaged audience provided the brand with a powerful foundation for growth. However, legacy tools made it difficult to personalise their experience and reward them in unique ways. dusk needed a platform that offered more optionality and supported the retailer’s renewed focus on innovation. 

dusk also sought to unify data to better understand customers and deliver a personalised experience across channels. Specifically, the retailer needed a clearer view of shopping habits, including product preferences, average basket sizes and units per transaction.

Optimising online engagement and reinventing loyalty. 

With the adoption of Marketing Cloud, dusk is engaging customers with more timely and personalised campaigns, while laying the groundwork to future-proof its loyalty program.

Online, pre-built journey templates empower dusk's marketing team to execute highly targeted campaigns in a fraction of the time it took previously. For example, if data indicates that specific customers tend to shop online at certain times of the day, dusk can rapidly build and execute an email journey to target that audience with relevant offers exactly when they are most likely to engage. 

To extend this level of personalisation in-store, dusk is looking to the future of the dusk Rewards program. In the past, dusk’s loyalty platform operated almost like a spreadsheet where store teams had to toggle between separate applications to look up membership profiles, creating friction at the checkout. dusk has now implemented  Loyalty Management directly into the point-of-sale for every store, enabling the team to securely look up a member in seconds and provide faster, more tailored service without breaking the flow of the in-person interaction.

Loyalty Management also gives dusk the optionality to make program changes that were impossible with its previous technology. For example, to reward its most frequent shoppers, dusk plans to bring in new loyalty tiers. It will also be able to introduce surprise-and-delight moments for customers, ensuring the brand remains competitive as shopping habits evolve.

Unifying data for more personalised shopping and loyalty experiences. 

With MuleSoft and Data 360, dusk is building a unified data foundation to power future omnichannel personalisation. MuleSoft seamlessly connects dusk’s core operational systems—including its data warehouses, inventory management systems, and point-of-sale (POS)—directly to Salesforce. The integration platform removes the need to manually code custom APIs from scratch, allowing the retailer to connect systems with greater speed and efficiency.

With this infrastructure in place, dusk is focused on using Data 360 to bring all its retail data into a single system of context. Currently, rich POS data flows into Data 360, including sales, basket sizes, and units per transaction. As the retailer optimises its data architecture, dusk plans to use these insights to understand evolving shopping habits and uncover new trading opportunities. 

For example, when a customer walks into a store to buy a refill for a candle they purchased six months ago, dusk’s vision is that staff will be able to view that history and confidently recommend complementary products or fragrances.

Future proofing the retail experience with agentic AI.

Looking ahead, dusk plans to implement Service Cloud to further unify its retail operations. It is also exploring the benefits of Agentforce to introduce agentic AI into its workflows, allowing it to operate as a true agentic enterprise.

Currently, dusk's team is focused on embedding AI into its general day-to-day operations to stay on the front foot of retail innovation. With Salesforce, the retailer envisions a future where an AI agent can analyse real-time trends in Data 360 and automatically recommend or execute targeted marketing campaigns based on those insights. 

By laying a unified data foundation now, dusk is actively preparing for a retail landscape where shopping habits could be vastly different. For example, the retailer anticipates a near future where customers might bypass traditional websites to shop entirely through conversational AI interfaces.

When evaluating the market for a new technology stack, dusk selected Salesforce because of its extensive optionality and broad functionality. Beyond the technology itself, the retailer has established a close partnership with Salesforce to help maximise the value of the platform and support its ongoing transformation.

Moving forward, dusk is actively building its data foundation to prepare for changing consumer behaviours. Using Data 360 will provide dusk with a persistent shared context across its operations, ensuring every human and agent action is driven by clear, real-time insights.

dusk's digital transformation required careful change management, especially when transitioning staff away from legacy processes they had relied on for years. To overcome internal resistance, the retailer focused on bringing key users on board early to map out their daily pain points and demonstrate how the new technology would streamline their workflows.

"Change transformation is never easy. If you don't get the right people on the journey, you're never going to get it across the line," said Gordon Squire, Chief Financial Officer, dusk. "So we got the right people in the room, identified their pain points, and got them involved in finding the right solutions."