“The customer is at the center of everything we do,” Chopra explained. “We don’t just think about getting them to our site to make a purchase, but how do we build a relationship with them? So we use Salesforce for the full customer journey, from discovery to post-purchase, which builds that relationship and, ultimately, their advocacy.”
To support that journey, e.l.f. adopted the powerful cross-cloud combination of Marketing Cloud, Commerce Cloud, and Service Cloud. As the only beauty company integrated across the stack, such an approach also gives e.l.f. the agility and scalability it needs to grow. Cross-cloud connectivity provides a complete view of customers before and after sales, so the company can quickly adapt to changing customer demands. It also enables faster go-to-market innovations with greater efficiency.
“With the power of Marketing Cloud, we can create different customer journeys on the fly,” said Chopra. Those journeys include social media, promotional emails, and digital advertising, all personalized for each customer. With capabilities like social insights, e.l.f can gather deeper intelligence from its 37 million social followers to understand market sentiment and customer intent.
Salesforce’s Einstein artificial intelligence (AI) tool assists with features such as Predictive Scores, Predictive Audiences, and Send Time Optimization. These features allow Chopra’s team to predict the likelihood of each customer engaging with a message, build more accurate customer segments, and send emails at the most effective times based on customer behaviors.