Implementing Commerce Cloud was key to helping True Alliance’s brands provide a better experience for customers online. The legacy platform it had in place wasn’t optimised for mobile traffic. Also, development on the platform was slow and difficult which limited the company’s ability to deploy new features.
"Using our legacy platform, we would have had to redevelop our brand websites one at a time, and we would have been trapped in a constant cycle of development," said Kennedy. "Commerce Cloud provided a flexible alternative and allowed us to launch mobile-first sites in record time.”
Working closely with Salesforce and Deloitte Digital, True Alliance was able to deploy Commerce Cloud and Marketing Cloud and rebuild three of its brand websites in just four months. Also, by working alongside the project team and learning new skills on Trailhead, True Alliance was able to continue the project on its own and deliver a further 10 sites in 5 months.
All of these sites include mobile responsive design and an easy check out process for shoppers who want to browse and make purchases right from their mobile. The sites also offer more stable performance, with the move to Commerce Cloud ensuring 99.9% uptime.
“Black Friday was a big test for us and we passed it with no issues despite a significant increase in traffic over last year,” said Kennedy. “For some brands, we also experienced an increase in sales of up to 98% and an average YoY increase in mobile conversion of 131%
Marketing Cloud has helped True Alliance build on these results by automating and personalising the customer journey. True Alliance has started with basic welcome and reactivation journeys and plans to use Einstein Analytics to power more intelligent journeys and tailored offers. True Alliance is already using Einstein Product Recommendations on its websites and this will allow it to apply the solution to more of its digital channels and offer customers more personalised experiences. The company is also focused on optimising marketing spend and using Salesforce to increase the effectiveness of paid search campaigns.