SAN FRANCISCO, Jan. 15, 2018 /PRNewswire/
-- Salesforce (NYSE: CRM), the global leader in CRM,
today announced that shoe retailers Rack Room Shoes and Off
Broadway Shoe Warehouse, owned by the German-based shoe retailer
The Deichmann Group, grew their revenues with Salesforce Marketing
Cloud, bringing consumer engagement data, campaigns and personnel
from both companies onto a single CRM platform. The transition to
Marketing Cloud has enabled marketers to deliver intelligent,
personalized consumer journeys at scale, resulting in an annual 777
percent return-on-investment (ROI).1
With approximately 500 total brick-and-mortar locations across
the United States and a strong
focus on customer engagement through digital channels, Rack Room
Shoes and Off Broadway Shoe Warehouse had outgrown its CRM systems.
The companies were managing email marketing through a third-party
vendor that used a dated "batch and blast" approach that sent a
standard email to all customers regardless of their history with
the company. The cost associated with this approach became
increasingly prohibitive as the companies grew. In addition, the
siloed third-party vendor model limited visibility into analytics
for email marketing activities and slowed manual delivery of
time-sensitive marketing messages to consumers.
"It is essential that we own our customer relationships and
exceed their expectations for relevant, timely interactions with
our brand," said Scott Baldt, Sr.
Director Omni-Channel, Rack Room Shoes. "With a unified platform
and team dedicated to our marketing technology, we have the agility
and tools to improve our marketing effectiveness and deliver
personalized consumer experiences."
The shoe retailers used Marketing Cloud to increase store
traffic with incentivized in-store rewards programs and added
additional digital channels such as SMS messages to their consumer
outreach strategies. For example, the companies can now see which
customers have not used their rewards and automatically send
reminders suggesting they redeem them online or in-store.
Additionally, the marketing teams have increased productivity by
bringing digital marketing in-house, automating campaigns and
integrating data and analytics. All together, these changes have
helped the companies grow, as Rack Room Shoes reported an online
revenue increase of 161 percent for email and 451 percent for SMS,
while online revenue for Off Broadway Shoe Warehouse jumped by 44
percent for email and 291 percent for SMS.2
"There is no ROI in marketing if you don't reach the right
people. Prior to Salesforce Marketing Cloud, Rack Room Shoes and
Off Broadway Shoe Warehouse had a siloed approach that didn't allow
for the integration of important data and true multi-channel
marketing campaigns. Marketing Cloud broke down those silos, and
has enabled Rack Room Shoes and Off Broadway Shoe Warehouse to
integrate marketing efforts across channels to improve ROI," said
Rebecca Wettemann, vice president of
research at Nucleus Research.
"Brands recognize the need for an integrated marketing platform
that can support timely, personalized and connected customer
experiences across web, social, mobile, store and other channels,"
said Jon Suarez-Davis, chief
strategy officer, Salesforce Marketing Cloud. "Rack Room Shoes and
Off Broadway Shoe Warehouse are trailblazers that have invested in
a platform for email and SMS marketing and customer journeys that
address those needs, and it is exciting to see them already
realizing the benefit."
Additional Information
- The return on investment (ROI) percentage is based on a case
study conducted by Nucleus Research and sponsored by Salesforce.
Additional information and the full report is available at:
https://nucleusresearch.com/research/single/salesforce-roi-case-study-rack-room/
- Learn more about Salesforce Marketing Cloud at:
https://www.salesforce.com/products/marketing-cloud/overview/
- Connect with Salesforce on Facebook and follow @salesforce and
@marketingcloud on Twitter
About Rack Room Shoes and Off Broadway Shoe
Warehouse
Rack Room Shoes and Off Broadway Shoe Warehouse
are headquartered in Charlotte,
N.C. Known as innovators in the shoe industry for more than
90 years, Rack Room Shoes and Off Broadway Shoe Warehouse offer a
wide selection of nationally recognized and private brands of great
shoes for men, women and children in comfort, dress, casual and
athletic categories. For more information, visit Rack Room Shoes'
website at https://www.rackroomshoes.com, or Off Broadway Shoe
Warehouse at https://www.offbroadwayshoes.com.
About Salesforce
Salesforce, the global CRM leader,
empowers companies to connect with their customers in a whole new
way. For more information about Salesforce (NYSE: CRM), visit:
www.salesforce.com.
1Source: Nucleus Research, Salesforce Rack Room Shoes
ROI Case Study. To calculate the total investment Rack Room Shoes
and Off Broadway Shoe Warehouse made in Salesforce Marketing Cloud,
Nucleus quantified the initial and ongoing costs of software
subscription fees, email address fees, consulting, and personnel
time to implement and support the application on an ongoing basis
over a three-year period.
2Source: Rack Room Shoes, Dreamforce 2017 presentation,
"Connect Physical to Digital: Use Email and SMS to Boost Store
Sales"
View original content with
multimedia:http://www.prnewswire.com/news-releases/rack-room-shoes-grows-revenue-with-salesforce-marketing-cloud-300582230.html
SOURCE Salesforce