Crocs boosts digital sales with the #1 Agentic CRM

Every promotion became a project

Crocs, Inc. creates casual, innovative footwear and accessories through the Crocs and HEYDUDE brands, serving customers in more than 85 countries. Online shopping, and increasingly AI-powered search, means that every digital interaction is an opportunity to build loyalty.

As Crocs' online business grew, so did the complexity behind every digital experience. Separate ecommerce platforms for Crocs and HEYDUDE created extra work for merchandising and marketing teams. Sales promotions required manual oversight, campaigns had to stay aligned across regions, and marketers had limited visibility into what customers were browsing or buying, making it difficult to deliver timely, relevant outreach. 

Crocs saw an opportunity to connect commerce and marketing, creating a clearer view of the customer journey while making every interaction more relevant.

Each click makes shopping easier

Instead of managing commerce and marketing separately, Crocs connected them on a unified CRM platform with Agentforce Commerce and Agentforce Marketing. Together, they help teams manage the customer journey from the moment a shopper discovers a product through purchase, fulfillment, and follow-up.

Imagine someone shopping for a new pair of Crocs before a beach vacation. They browse a few styles, sign up for a back-in-stock alert on their favorite color, and join the Crocs Club. "If we know they're going on a beach vacation, we can surface those types of personalization versus having them sort through 800 to a thousand different options," said Feliz Papich, SVP, Digital Technology, Experience & Insights. Agentforce Commerce captures each of those interactions and immediately makes them available to Agentforce Marketing.

Marketing then uses those signals to determine what happens next. If the shopper opens a promotional email but doesn't buy, they receive a different follow-up than someone who clicks through to a product page or completes a purchase. As the order moves through fulfillment, the same connected data powers confirmations, shipping updates, cancellations, return notifications, and future product recommendations.

Because commerce and marketing operate from the same system, merchandising and marketing teams stay aligned while shoppers receive a more relevant experience across both brands.

Seamless discovery in ChatGPT

More shoppers are beginning their buying journey in AI-powered search tools like ChatGPT to explore products and compare options. Agentforce Commerce syncs Crocs' catalog directly with OpenAI, helping shoppers discover products using the latest pricing, availability, images, and promotions before clicking through to Crocs.com.

Because SKU information comes directly from Agentforce Commerce, shoppers see current catalog data instead of outdated or incomplete product information. Keeping product information current for AI search partners drives more qualified traffic to Crocs.com and improves conversion.

“Being one of the first brands to go live in ChatGPT with Agentforce Commerce has been a fantastic step for Crocs in our agentic roadmap,” said Feliz Papich. “We've seen growth in both the traffic coming to us from ChatGPT and conversions.”

Connected behind the scenes

Every shopper interaction on Crocs.com helps shape what happens next, whether the journey begins on the web, mobile, or ChatGPT.

Commerce captures customer interactions, including product views, purchases, back-in-stock requests, Crocs Club enrollments, carts, and order activity, while Salesforce Order Management keeps fulfillment, shipping, payments, and service in sync. Salesforce Commerce APIs provide Rivet and other experiences with current commerce data across both the Crocs and HEYDUDE brands.

Customer preferences, from favorite brand and region to gender, age group, and communication frequency, flow into Agentforce Marketing alongside product views, order activity, and email subscriptions. Agentforce Marketing then automatically adapts each shopper's journey:

• Einstein Send Time Optimization analyzes each subscriber's previous 90 days of email engagement to predict the best time to deliver every message, rather than sending campaigns to millions of Crocs email subscribers at once.
• Journey Builder tailors follow-up. Someone who opens an email but doesn't purchase receives a different email than someone who clicks a product link, while inactive shoppers receive re-engagement campaigns.

Agentforce Marketing then personalizes product recommendations based on  browsing behavior and purchase history, while campaign data is shared with the Crocs analytics team for reporting. The same commerce and marketing data flows into Data 360, grounding Crocs’ guided shopping agent, Rivet.

25% lift in digital sales

That shift has helped drive a 25% increase in digital sales attributed to Agentforce Commerce, which manages thousands of SKUs across the Crocs brand. By syncing their B2C Commerce catalog with OpenAI, Crocs ensures shoppers see complete, accurate, and up-to-date product information drawn directly from the latest catalog. Customers benefit from more relevant product recommendations, timely communications, and a shopping experience that stays connected from product discovery through purchase.

As Crocs' direct-to-consumer business grows, their commerce and marketing operations can grow with it. Teams can move faster, manage promotions more consistently across brands and markets, and respond more quickly as customer behavior changes.