Barbeques Galore’s ultimate goal is to create a consistent and loyal experience with all its customers, at every stage of the customer journey; not just post-purchase. This is a significant difference in approach from many other retailers. Fueling this is the retailer’s desire to continue connecting the online, in-store, and post-purchase experiences as it continues to support customers as they use and enjoy the products they’ve purchased. Central to this is Marketing Cloud, which has replaced a stand-alone email marketing solution to enable the delivery of hyper-relevant content and offers via email and digital advertising channels.
“What Salesforce allows us to do is understand a customer’s affinity with a particular product or category and their propensity to buy, and that will inform the way we communicate in the future,” said Ainsworth. “For example, if someone is interested in a BBQ smoker, but their propensity to purchase is low, we can keep them engaged with recipes. If their propensity is high, we can send them tailored offers to entice them further and increase their motivation to buy.”
The future use of Personalisation from Marketing Cloud will orchestrate these experiences. In addition, Barbeques Galore is centralising all customer and transaction data onto the Customer 360 platform to power smarter personalisation streams, customer support, and activations. MuleSoft has helped facilitate this by enabling integration between Salesforce and other internal systems.
Since launching the Barbeques Legend Club, Barbeques Galore has also doubled its conversation rate of in-store sign-ups, growing its first-party data and supporting a strategic shift to further utilise its owned media channels. This will reduce an over-reliance on paid media channels while also allowing deeper engagement with customers.
The unique approach to loyalty has seen the national retailer shift away from the typical spend and save loyalty program. Instead, the Barbeques Legend Club is designed to build loyalty at every step of the customer journey, as the retailer celebrates with customers barbeque tongs in hand and offers rich and unique experiences, cooking classes, demos and lessons, and access to a rich and engaged BBQ community.
Commerce Cloud and Marketing Cloud support the program and Barbeques Galore’s communication and engagement strategy by enabling more frequent and relevant engagement.
“What we’re focused on is building warm relationships with our customers and helping them barbeque better. There’s no way we could do that without a platform like Salesforce that makes it easy to understand and connect with them,” said Ainsworth.