As well helping The Chapar to retain existing customers, Salesforce makes it easier for the company to introduce more people to The Chapar Man concept. The company uses the Marketing Cloud to plan, implement, execute, monitor and analyse its campaigns across multiple channels. "With Marketing Cloud, we can accurately evaluate the effectiveness of different activities and channels, and prioritise those that offer a good return on investment, " adds Middleton. This insight is helping The Chapar reduce the cost of customer acquisition. As well as helping to plan and evaluate marketing campaigns, the Salesforce solutions are also key to general business planning. For example, the management team uses Sales Cloud to identify the most popular products, which helps it order the right stock. "The real-time data captured in Sales Cloud enables us to see if a particular range isn’t selling well or if a stylist is struggling to meet their sales targets, and take action,” explains Middleton. Many of these metrics along with customer data can be accessed on mobile devices, which helps The Chapar deliver a seamless service to its thousands of customers across Europe. Salesforce Chatter, an enterprise social networking tool, also helps The Chapar stylists to work as a team even when they are in different locations. As Middleton explains: "Chatter enables the stylists to discuss trends, best-sellers and new stock, and share their expertise for managing customer relationships." As The Chapar continues to develop its business, Middleton expects its use of Salesforce will grow: “Using Salesforce we can keep our services personal and our business model scalable. Having experienced growth of 650 percent over the last 12 months, this is vital to the ongoing success of our business,” he concludes.