“Salesforce lets us take that connection we have in a brick-and-mortar store and apply it to the digital world. And that's just magic.”
Room & Board leadership turned to Marketing Cloud to help create a digital experience reflective of the ways their customers use the Web alongside retail stores and call centers. The company started uploading all of its customer sales history and data to the cloud in 2009 without knowing exactly how the data would be leveraged.
“Now we look back and [realize] that was such a smart decision we made,” Schroeder said. “Every day, machine learning is getting smarter.” All that information now powers product recommendations Room & Board makes to customers using Marketing Cloud’s Predictive Intelligence. Company leadership considers their design associates one of Room & Board’s greatest assets. In stores, design associates work with customers to help them understand how a look comes together in a room, and what missing piece might help to complete a showroom-perfect room in their own homes.
Marketing Cloud helps Room & Board re-create that personal in-store experience for online customers. Schroeder called Marketing Cloud his “silent partner” that’s making product recommendations to customers while he sleeps. Years of data about what pieces of furniture go together, what styles complement one another, and what products customers tend to view and purchase in groups informs recommendations made on the website and in personalized email campaigns. Marketing Cloud’s Predictive Intelligence powers these recommendations — and they’re working.
Customers who engage with Room & Board’s recommendations place Web orders with 40% higher average values than those who don’t. When customers view those recommendations before coming into the store, the average order value shoots up 60%. “We are educating the customer. They’re walking in the store, already anticipating they’re going to buy that sofa and that lamp,” said Schroeder. “Then, as they’re working with our design associate, they think, I’ll get the rug too. So, they’re really completing their space.”