“Using Data.com, we’ve been able to isolate groups of decision makers within various Bay Area companies — for the sake of driving traffic to Ma(i)sonry Napa Valley (our retail business), and to encourage corporate gifting.”
And just as the creation of a great wine connects many different elements — from varietal choice to the terroir where the grapes are grown — creating the right experiences for clients requires just the right connections with customers, vendors, and employees. That’s why Bespoke and Salesforce are a perfect pairing. With Marketing Cloud, Bespoke can focus on attracting the right clients, building deeply-involved relationships, fostering long-term business via loyalty programmes and membership, and understanding behaviour.
“Sales Cloud helps us know exactly who’s joining us at Ma(i)sonry Napa Valley each day, and whether to say ‘welcome’ or ‘welcome back.’ And if they’ve bought from us previously, we can see if it was online or in one of our retail stores.” Bespoke’s team of more than forty users can tap into Salesforce App Cloud, giving them instant, fingertip access to all its features including each customer’s lifetime value. “The guest reservations feature lets us begin a client lifecycle,” Leary adds. “We see the people onsite with us at our retail location as well as our highest value clients.” Leary continues, “When someone makes a purchase with us, the next morning at ten o’clock, they get an automated, personalised email.” It is in essence a quick thank you for their patronage and an invitation to join the Bespoke community. To optimise their multiple retail locations, diverse selection of wine and art, and client engagement, Bespoke Collection uses the Salesforce1 Mobile App to their advantage.
The epitome of this was a recent scenario where two visitors came to their gallery in St. Helena. “They perused the space, spoke with two gallery consultants, and decided to purchase several pieces of art,” adds Leary. During the process, one of the gallery consultants recommended that the couple visit their wine and design collective in Yountville — Ma(i)sonry Napa Valley. Upon leaving, the couple mentioned they would visit later that day. Immediately, the gallery consultant used the Salesforce1 Mobile App to alert the Ma(i)sonry staff of the upcoming visit, along with the clients’ preferences and other pertinent details. “Thanks to the Salesforce1 Mobile App, we were able to keep these clients in our sphere, help draw them in as ambassadors, and truly showcase our ability to fire on all cylinders,” says Leary.