Casey’s personalizes messaging 30x faster with real time data.
Learn how one convenience chain creates unique, relevant customer experiences in real time.
Step 1. Boost conversion rates by 16% with relevant messaging.
Before Casey’s began its digital transformation, its marketing department was sending customers over 300,000 batch and blast emails per month. With no personalization or optimized send schedules, many of these messages were falling flat. Today, Casey’s sends approximately 170 million personalized messages across channels, including email, SMS, and app, with Marketing Cloud and Data Cloud — implemented with the help of Salesforce consulting partner Deloitte Digital.
“Part of the journey of modernizing our brand involves ensuring that we form a human connection with every customer,” said Sebastian. “We call our customers by name in emails, add their favorite store in messages to make ordering even easier, and we even celebrate their birthdays with a free donut.”
To create these personalized journeys, Casey’s segments customer data into unique groups based on online and in-store interactions and activates that data in real time. For example, the company can tailor offers based on the type and quantity of goods bought. If a customer typically purchases one pizza at a time, Casey’s can send an SMS offer for free breadsticks with a single pizza purchase.
With Data Cloud, the company can create unique segments 30 times faster than before. Because of hyper-personalized marketing capabilities, Casey’s has seen a 16% increase in conversion rates for pizza alone.
Step 2. Make every touchpoint count with the help of AI.
The company can also optimize its website content based on time of day. Customers browsing the homepage in the morning will see breakfast specials, while evening visitors will see the latest deals for whole pizzas or sweet treats.
Additionally, Casey’s continues to fine-tune its behavior-based marketing with expert coaching sessions, like “Help Setting Up Social Studio” and “CDP Mobile/Web Technical Guidance,” from its Premier Success Plan. With tailored guidance from Salesforce experts, the company can learn from habits across channels and deliver increasingly personalized customer experiences.
Step 3. Serve customers four times faster by connecting data across the business.
Ten years ago, most customers discovered new convenience stores by walking through the front door. Today, that front door is digital.
To make it easier for customers to begin their journeys online, Casey’s had to connect data across multiple disparate systems and third-party apps. The company now uses MuleSoft as its API-led integration layer between data sources. Now, authorized users see a full view of customer accounts, including past purchases, rewards history, and customer service requests, on a single screen. This gives service teams, for example, all of the information they need to resolve cases faster. Plus, service leaders use AppExchange partner app Medallia to deliver great customer experiences by analyzing customer feedback across channels, such as phone, app, and email.
API-led integration lets Casey’s meet customer needs and introduce innovative new services four times faster than before. Of the 150 APIs the company has developed, 50% of them are reused, saving development teams time and resources.