{"id":53521,"date":"2022-01-12T05:01:00","date_gmt":"2022-01-12T13:01:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=53521"},"modified":"2023-04-28T13:17:12","modified_gmt":"2023-04-28T20:17:12","slug":"salesforce-holiday-supply-chain","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/salesforce-holiday-supply-chain\/","title":{"rendered":"How Salesforce Customers Fended off the Supply Chain Grinch This Holiday Season"},"content":{"rendered":"\n<ul class=\"wp-block-list\"><li>Inflation, shipping delays, and inventory shortages impacted the 2021 holiday shopping season. Data from retailers on the Salesforce platform found prices were up 25%, while inventory shrank 2% compared to 2020. <\/li><li>Winning retailers connected with customers early to ensure gifts were delivered on time. One such retailer is Salesforce customer and direct-to-consumer beauty brand, e.l.f. Cosmetics.<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><\/p><p>\u2018Twas two months before Christmas, when all through the supply chain<\/p><p>Not a shipment was stirring \u2014<\/p><cite>&nbsp;<em>2021&#8217;s version of the classic&nbsp;<\/em>\u2019<em>Twas the Night Before Christmas poem<\/em><\/cite><\/blockquote><\/figure>\n\n\n\n<p>Months before the holiday shopping season, headlines warned of impending supply chain challenges that could disrupt holiday shopping for consumers, retailers, and suppliers. In September, in fact, Salesforce <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2021\/09\/29\/consumers-expected-to-face-higher-prices-this-holiday-season-salesforce-digital-forecast\/\" target=\"_blank\" rel=\"noreferrer noopener\">predicted consumers would pay 20% more<\/a> for their holiday gifts as retailers and manufacturers faced an additional $223B in the cost of goods.<\/p>\n\n\n\n<p>For many organizations, this warning caused stress and panic. However, for agile retailers, this challenge became an opportunity to adapt and reshape the customer experience through proactive and personalized communication fueled by real-time customer data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-e-l-f-cosmetics-taps-salesforce-to-combat-holiday-supply-chain-woes\">e.l.f. Cosmetics taps Salesforce to combat holiday supply chain woes<\/h2>\n\n\n\n<p>Direct-to-consumer online cosmetics retailer e.l.f. did just that \u2014 using Salesforce to mitigate ongoing supply chain and inventory challenges in unique ways \u2013 from communicating with customers early, to personalizing offers and maintaining frictionless customer experiences.&nbsp;<\/p>\n\n\n\n<p>\u201cIt came down to real-time monitoring and then quick activation,\u201d said Ekta Chopra, Chief Digital Officer of e.l.f. Beauty. \u201cWith our site running on Salesforce, our merchant teams could easily monitor product sales and availability, and if we needed to pivot, we were ready to react quickly.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"js-twitter-inline\">With our site running on Salesforce, our merchant teams could easily monitor product sales and availability, and if we needed to pivot, we were ready to react quickly.<\/span><\/p><cite>Ekta Chopra, Chief Digital Officer, e.l.f. Beauty<\/cite><\/blockquote>\n\n\n\n<p>But how did they get there? How did e.l.f un-Scrooge its supply chain to deliver joy in a time filled with annoyance, frustration, and missed shipments?&nbsp;<\/p>\n\n\n\n<p>It\u2019s far from a classic holiday tale, but it starts and ends with the supply chain, customer data, and a healthy amount of preparation to reduce friction between demand and supply around the world \u2013 even at the North Pole.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Maintaining customer relationships despite the odds<\/h2>\n\n\n\n<p>With shipping containers stuck at ports, a pre-holiday ripple effect <a href=\"https:\/\/www.businessinsider.com\/shipping-containers-stuck-california-ports-combat-shortages-2021-9?r=US&amp;IR=T\" target=\"_blank\" rel=\"noreferrer noopener\">slowed down<\/a> inbound supply chains, limited <a href=\"https:\/\/www.washingtonpost.com\/business\/2021\/10\/21\/start-holiday-shopping-early-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">the availability of certain products<\/a>, and raised costs for retailers, suppliers, and consumers.&nbsp;<\/p>\n\n\n\n<p>Consumers noticed higher prices, fewer products, and longer wait times for packages as a result. Behind the scenes, retailers had to balance everything from managing short supplies to navigating complicated shipping logistics.<\/p>\n\n\n\n<p>This presented more opportunities for friction in a consumer\u2019s shopping experience, potentially making every purchase this holiday season just one negative interaction away from losing the customer forever.<\/p>\n\n\n\n<p>\u201cBuilding and maintaining brand loyalty over the holiday is incredibly important,\u201d Salesforce VP and GM, Retail, Rob Garf said. \u201c<a href=\"https:\/\/www.salesforce.com\/news\/stories\/80-of-consumers-report-abandoning-retailers-after-three-bad-experiences\/\" target=\"_blank\" rel=\"noreferrer noopener\">Our research<\/a> shows that on any given shopping journey, a consumer engages with nine different touch points. That same research says that a vast majority (80% of consumers) say they\u2019ll abandon a brand after three bad experiences.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/KWECxfQjKMSferFDu4yq7E.jpg\"  data-uuid=\"KWECxfQjKMSferFDu4yq7E\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"187\"\/>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Garf explained that to maintain strong customer relationships, organizations had to nimbly navigate the tangled web of supply chain issues. Retailers and suppliers alike didn\u2019t have flying reindeer \u2013 they had to provide frictionless experiences throughout the inevitable delays. And this wasn\u2019t the first time that the pandemic shocked the supply chain.<\/p>\n\n\n\n<p>In 2020, the \u201clast mile,\u201d or the final phase in the supply chain where retailers ship goods to customer doorsteps, presented the first big pandemic-induced retail hurdle. Adapting to the conditions, retailers started using tools like Salesforce Customer 360 to proactively manage inventory across the network and communicate with their customers about real-time shipping delays. Last year, the hurdle flipped to the \u201cfirst mile,\u201d where shipping containers became stuck in harbors and infrastructure struggled to accelerate back to a normal pace.&nbsp;<\/p>\n\n\n\n<p>For both retailers and their customers, it seemed like the supply chain Grinch might steal the whole holiday season.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Smoothing a supply chain for seamless holiday shopping<\/h2>\n\n\n\n<p>e.l.f. Cosmetics managed to navigate through these challenges with the agility of a figure skater on a frozen pond.&nbsp;<\/p>\n\n\n\n<p>Even when the market was struggling to keep pace with massive disruptions, e.l.f. managed to break through the noise by using Salesforce to monitor real-time metrics, communicate with customers early, and personalize experiences for its 2.8 million member loyalty program.&nbsp;<\/p>\n\n\n\n<p>And, while e.l.f. didn\u2019t offer massive promotions, it did react quickly to create one offer that Chopra says helped immensely.<\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large prevent-download\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"53622-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=1024\" alt=\"Ekta Chopra, CDO e.l.f. Beauty\" class=\"wp-image-53622\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png 1200w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=343&amp;h=193 343w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption><em>e.l.f. Beauty, Chief Digital Officer, Ekta Chopra<\/em><\/figcaption><\/figure><\/div>\n<div id=\"53622-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large prevent-download\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=1024\" alt=\"Ekta Chopra, CDO e.l.f. Beauty\" class=\"wp-image-53622\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png 1200w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2022\/01\/Ekta-In-Article-1.png?w=343&amp;h=193 343w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption><em>e.l.f. Beauty, Chief Digital Officer, Ekta Chopra<\/em><\/figcaption><\/figure><\/div>\n<\/div><\/div><\/div>\n\n\n<p>\u201cToward the end of the season, we created a free shipping offer on all items with no minimum transaction, because we thought that was a must-do for our customers.\u201d<\/p>\n\n\n\n<p>This one small act went a long way and helped increase the brand loyalty e.l.f. is known for.&nbsp;<\/p>\n\n\n\n<p>Said Chopra, \u201cWe got several messages from customers saying they were impressed with how quickly their package came, in a nice box, with nothing broken.\u201d&nbsp;<\/p>\n\n\n\n<p>Salesforce says this is critical to a successful holiday season.<\/p>\n\n\n\n<p>\u201cSuccessful retailers like e.l.f. got smarter with how they work with suppliers, provided more visibility, and managed expectations with shoppers,\u201d Garf said. \u201cIt all comes down to reducing friction and personalizing the customer experience.\u201d&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"js-twitter-inline\">Successful retailers like e.l.f. got smarter with how they work with suppliers, provided more visibility, and managed expectations with shoppers. It all comes down to reducing friction and personalizing the customer experience.&nbsp;<\/span><\/p><cite>Rob Garf, VP &amp; GM, Retail, Salesforce<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Listening and connecting helps e.l.f. save Christmas<\/h2>\n\n\n\n<p>In addition to getting customers their orders in a timely manner, e.l.f. used Salesforce to listen, connect, and communicate product and inventory updates with customers.<\/p>\n\n\n\n<p>\u201cWe have a loyalty program of almost 2.8 million members and by creating personalized experiences to serve each of those customers in the best possible way became critical,\u201d said Chopra.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"js-twitter-inline\">People say that they listen to their customers \u2013 we live and breathe it.<\/span><\/p><cite>Ekta Chopra, Chief Digital Officer, e.l.f. Beauty<\/cite><\/blockquote>\n\n\n\n<p>\u201cPeople say that they listen to their customers \u2013 we live and breathe it,\u201d Chopra continued. \u201cWhether it\u2019s our social channels, on our site, or responding to feedback through customer service channels, we&#8217;re looking at those comments and reacting to them. We take action on them, and we&#8217;re tracking them. No matter what the issue is, we bring the voice of the customer to every decision we make.\u201d<\/p>\n\n\n\n<p><em>Learn more about how retailers navigated the 2021 holiday shopping season <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2022\/01\/12\/salesforce-data-reveals-record-breaking-holiday-shopping-season-with-digital-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Inflation, shipping delays, and inventory shortages impacted the 2021 holiday shopping season. Data from retailers on the Salesforce platform found prices were up 25%, while inventory shrank 2% compared to 2020. Winning retailers connected with customers early to ensure gifts were delivered on time. One such retailer is Salesforce customer and direct-to-consumer beauty brand, e.l.f. [&hellip;]<\/p>\n","protected":false},"author":115,"featured_media":53623,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[1730],"sf_theme":[1917],"sf_topic":[1746,2068,1734],"sf_product":[2363],"sf_industry":[1762],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1724],"sf_collection":[2838],"sf_visibility":[],"coauthors":[1951],"class_list":["post-53521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-feature-stories","sf_theme-customer-engagement","sf_topic-commerce","sf_topic-customer-360","sf_topic-customer-engagement","sf_product-customer-360","sf_industry-retail","sf_location-amer","sf_collection-future-of-crm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Salesforce Customers Fended off the Supply Chain Grinch This Holiday Season - Salesforce<\/title>\n<meta name=\"description\" content=\"Inflation, shipping delays, and inventory shortages impacted the 2021 holiday shopping season. 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