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Data Cloud Case Study

Optimizing operations with the right Data Cloud strategy

Learn how we helped this retail company create a Data Cloud strategy to digitally transform their operations.

Region

U.S.

Platforms

Salesforce Data Cloud

Industry

Retail

Region

U.S.

Industry

Retail

Platforms

Salesforce Data Cloud

Challenge

This leading specialty retail company – with both an online and physical store presence – wanted to enhance efficiency in their data flow, centralize customer profiles, and uncover primary insights and metrics critical for their business. Their goal was to leverage Salesforce’s Data Cloud to achieve this digital transformation.  

They partnered with Horizontal to collaborate across multiple parties, providing streamlined and impactful requirements to meet the business needs effectively. 

Solution

The Horizontal team conducted a thorough assessment of their various backend systems, ensuring that best practices were upheld for each platform to drive overall data flow efficiency. This strategic assessment laid the groundwork for the optimal use of Data Cloud, resulting in a prioritized list of use cases. The outcomes of these use cases were designed to support both their online and brick-and-mortar retail operations. 

Key initiatives included:

  • Developing a high-value customer segment: By identifying customers based on key criteria such as dollars spent, order volume, and frequency, they could tailor their marketing and customer engagement strategies more effectively. 
  • Calculating audiences likely to advance loyalty tiers: By analyzing customer behavior, the team could identify which customers were likely to progress to higher loyalty tiers, allowing for targeted marketing and personalized offers to encourage this advancement. 
  • Predicting customer churn: Identifying customers with a higher likelihood to churn enabled proactive engagement strategies to retain them, thus reducing attrition rates.

The Horizontal team meticulously identified and analyzed the data sources that they intended to ingest into the Data Cloud. This involved a deep analysis of each data source's schema, allowing Horizontal to develop detailed requirements as the final deliverable for the third-party legacy partner to implement.  Horizontal continued to support both the third-party legacy partner and this company through the entire implementation process, ensuring Data Cloud was utilized to its full potential and that business objectives were met.

Results

By using Data Cloud to its full potential, they were able to: 

  • Enhance data flow efficiency: Improved integration and data flow between various backend systems ensured that customer data was accurate, up-to-date, and easily accessible. 
  • Centralize customer profiles: A single, unified view of customer profiles enabled better customer understanding and personalized marketing efforts.
  • Uncover critical insights: The ability to calculate high-value customer segments, predict loyalty tier advancements, and identify potential churn allowed for more strategic decision-making and targeted business initiatives. 

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