Want to boost ecommerce? Learn how Guess is creating richer experiences
Discover how Guess has increased online sales with greater digitalisation powered by Salesforce
In Their Own Words...
1. Drive ecommerce growth with richer experiences and analytics.
2. Create stronger customer connections with 360-degree visibility.
With omnichannel engagements set to increase, Guess needed to ensure customers records were captured and updated centrally. “Customer centricity starts with data centricity,” said Miguel Requejo, Chief Information Officer at Guess. “We’ve always had lots of great data, but it was not connected.”
With Salesforce, Guess is breaking down its information silos and opening up new opportunities to engage with its customers. It uses Service Cloud to combine the rich data captured in Commerce Cloud with information from other physical and digital channels. For example, Guess colleagues can now see a customer’s previous purchases, online interactions with the brand, as well as their product preferences. “With a single customer view, we can empower our people to make smarter decisions and provide richer experiences,” said Carlos.
A 360-degree view is particularly powerful for agents when responding to customer queries. “The time and effort needed to fix a problem is now significantly lower,” explained Miguel. “On top of that, because we can see exactly what our customers’ preferences are, we have opportunities to cross and upsell. The customer service team is starting to actually make sales. It’s really exciting.” For instance, if a customer calls to exchange a pair of jeans, the agent can look at their purchase history to suggest an alternative product.
With more than 16 million followers on Guess’ Facebook and Instagram accounts, social networks are key to not only brand awareness but also customer service. By integrating Social Studio with Service Cloud, Guess can track social interactions and respond more easily to customer posts and queries. This not only helps to accelerate the resolution of cases but also provides Guess with a wealth of information to create more personalised customer journeys.
3. Boost marketing ROI with greater automation and personalisation.
4. Empower employees with smarter insights.
To ensure it maximises the value of the 3.5 million customer records, Guess wants to harness the power of analytics. With Tableau, it can unlock richer customer insights and drive greater operational efficiencies. “By embracing analytics, we can look at a customer’s purchase history to suggest alternative products when they want to make an exchange,” said Miguel. “We can also spot trends in the data to identify issues within our operations.”
Analytics are proving equally beneficial for Guess marketeers. With Tableau, they can apply a smarter approach to segmentation when developing campaigns and communications.
By letting customers connect to Wi-Fi in its stores, Guess will be able to unlock even more insights into shopping behaviours to enrich its marketing campaigns and loyalty programme. “We’re moving from a channel-driven mindset to a customer-driven business, and we’re confident it will deliver a big return on investment,” said Dario.
5. Elevate brand reputation with ongoing innovation.
Since it first implemented Commerce Cloud in 2019, Guess has been adding new capabilities to empower its teams and optimise its processes. To further connect its in-store and digital customer experience, Guess plans to develop a mobile app, which will include features such as showing the availability of store fitting rooms and pushing out location-based promotions.
Guess also wants to unlock greater supply chain visibility by deploying Commerce Cloud Order Management and developing an online community for its 8,000 wholesale partners in Europe with Experience Cloud. “We are committed to building a successful business for the next 40 years and beyond, not just the next quarter,” said Carlos. “With Salesforce, we can make millions of customers feel truly special. It is pivotal to everything that we do.”
The Salesforce Professional Services team will continue to support Guess on its digitalisation journey. “We’ve formed a really strong partnership; the team understands how we work,” said Miguel. “Salesforce Professional Services challenge us to think about working in different ways.” Guess also uses Salesforce Accelerators to help optimise the time to value of new features and products.