Following his success at self-treatment, Jean-Pierre partnered with his wife, and now CEO, Kate Ross Leblanc, to bring her natural flair for retail and community building to create what is now Saje Natural Wellness. The company sells a vast range of products – all made from 100% natural, plant-derived ingredients and essential oils – to help people feel better naturally without artificial fragrances, parabens, silicone, or sodium lauryl sulphate; just nature.
With Salesforce, Saje can continue to grow its business and community base, while retaining the nurturing, one-to-one experience that its customers have come to expect. “We offer our community a single experience, regardless of whether they choose to connect with us online or in person at one of our stores or events,” explained Charles Loui-King, VP of IT at Saje. “Keeping this culture of personal community connections is vital as we grow.”
“As the team’s time is not taken up with day-to-day site maintenance, we focus our energy on building awesome experiences and building connections with our community through the site”
To bring this family feel to its digital channels, Sawkins needed to find a way to mimic the intimacy of the in-store experience online. A labor-intensive website meant the team spent more time on maintenance than on innovation. “Launching new features was a massive challenge,” explained Sawkins. “We wanted a new platform that would ensure a seamless and compelling online experience, and support global expansion.”
Saje has launched two sites on Commerce Cloud – one for the US and one for Canada – which are managed by a small but talented web team. “As the team’s time is not taken up with day-to-day site maintenance, we focus our energy on building awesome experiences and building connections with our community through the site,” said Loui-Ying. “With Commerce Cloud, we can launch new features without extensive investment in development; it’s made us more dynamic.”
And the new features keep coming. One of the latest enhancements involves using Einstein Analytics to enable predictive product recommendations for customers, based on the previous purchases and browsing history.
For Sawkins, developing customer educational customer journeys with Marketing Cloud is the next step on the innovation journey. For example, if a customer buys a diffuser – instore or online - they automatically receive an email that not only explains how to use and maintain the product but also recommends complementary items.
Sawkins has also introduced a welcome journey, which is triggered when a customer becomes part of the Saje family and ensures they stay updated with product news and promotions.
As Saje breaks into new territories, a compelling loyalty program will be key to attracting and keeping customers. “We want to create a unified profile for every member of the community, so they can return products and gain and spend loyalty points across digital and physical channels in exactly the same way,” said Sawkins. “It’s all about making it as convenient as possible for them.”
“Salesforce provides the platform we need to take our brand global,” said Sawkins. “We can bring together physical and digital channels and keep enriching the shopping experience for current and future customers.”