RetailPro Case Study

Client Background

RetailPro is a mid-sized specialty retailer with 35 physical stores across the United States and a growing e-commerce presence. They specialize in premium home goods and lifestyle products, targeting middle to upper-income consumers. Despite having both online and brick-and-mortar channels, RetailPro was struggling to create a cohesive customer experience across these touchpoints.

The Challenge

RetailPro faced several critical challenges in delivering a unified customer experience:

Disconnected customer data between online and in-store systems, resulting in fragmented customer profiles
Inability to recognize the same customer across different shopping channels
Limited personalization capabilities, with marketing campaigns treating all customers the same regardless of purchase history or preferences
Inconsistent inventory visibility between online and in-store systems, leading to poor customer experiences
Manual processes for loyalty program management and reward redemption
Limited insights into customer behavior and preferences across channels
High customer acquisition costs and declining retention rates

These challenges were impacting RetailPro's ability to compete effectively in an increasingly digital retail landscape. Customer retention had been declining for three consecutive quarters, and the company was spending more on acquisition while seeing diminishing returns.

Our Approach

After a thorough assessment of RetailPro's systems, processes, and business goals, we developed a comprehensive implementation plan focused on creating a unified customer experience:

Customer Data Unification

We implemented Salesforce Customer 360 to create a single, unified view of each customer. This included developing identity resolution processes to match customers across online accounts, in-store purchases, loyalty program participation, and customer service interactions.

Point-of-Sale Integration

We integrated RetailPro's in-store point-of-sale systems with Salesforce, enabling real-time customer recognition and data capture at checkout. This allowed store associates to see customer purchase history, preferences, and loyalty status during the transaction.

E-commerce Platform Integration

We connected RetailPro's e-commerce platform with Salesforce Commerce Cloud, enabling consistent product information, pricing, promotions, and customer experiences across online and in-store channels.

Inventory Management Synchronization

We implemented a real-time inventory synchronization solution that provided accurate visibility of product availability across all channels, enabling capabilities like buy-online-pickup-in-store (BOPIS) and ship-from-store.

Personalized Marketing Automation

We configured Salesforce Marketing Cloud to deliver personalized communications based on customer preferences, purchase history, browsing behavior, and location. This included triggered emails, SMS notifications, and personalized offers.

Loyalty Program Modernization

We redesigned RetailPro's loyalty program using Salesforce Experience Cloud, creating a mobile-friendly customer portal that allowed customers to view their status, redeem rewards, and receive personalized offers across all channels.

Store Associate Mobile App

We developed a custom mobile application for store associates using the Salesforce Mobile SDK. This app provided associates with customer insights, purchase history, and product recommendations to deliver personalized service on the sales floor.

Customer Journey Analytics

We implemented Salesforce Analytics Cloud to provide RetailPro with insights into customer behavior across channels, including journey mapping, conversion analysis, and attribution modeling.

Training and Change Management

We developed comprehensive training programs for headquarters staff, store managers, and associates to ensure effective adoption of the new systems and processes. This included role-specific training materials, hands-on workshops, and ongoing support.

The Results

The implementation of our omnichannel Salesforce solution delivered significant measurable results for RetailPro:

Customer Retention

Customer retention rates increased by 37% within the first year, reversing the previous downward trend and significantly reducing customer acquisition costs.

Repeat Purchases

The frequency of repeat purchases increased by 42%, with customers shopping across multiple channels showing 3.4 times higher lifetime value than single-channel customers.

Average Order Value

Average order value increased by 28% due to personalized product recommendations and cross-selling opportunities identified through unified customer data.

BOPIS Adoption

Buy-online-pickup-in-store (BOPIS) transactions grew to represent 24% of all online orders, with 68% of these customers making additional in-store purchases during pickup.

Loyalty Program

Loyalty program enrollment increased by 56%, with active participation rates improving from 38% to 72% of enrolled customers.

Marketing Effectiveness

Email marketing conversion rates increased by 63% due to personalized content and offers, while marketing ROI improved by 47% through better targeting and reduced waste.

"Barrington Bay transformed our approach to customer engagement. Before, we were essentially running two separate businesses—online and in-store—with little connection between them. Now, we have a truly unified view of our customers and can deliver consistent, personalized experiences regardless of how they choose to shop with us. The impact on our business has been remarkable, not just in terms of metrics like retention and order value, but in how our customers perceive and interact with our brand. Our store associates now have the tools and insights they need to provide the kind of personalized service that was previously only possible online."

Jessica Ramirez

Chief Customer Officer, RetailPro

Key Takeaways

The RetailPro project demonstrates several important principles that guide our approach at Barrington Bay:

Customer-centric strategy: We focused on the customer experience first, then aligned technology and processes to support it.
Data unification: Creating a single view of the customer across all touchpoints was fundamental to enabling personalization.
Channel integration: Breaking down silos between online and in-store operations created a seamless experience for customers.
Employee enablement: Equipping store associates with customer insights transformed their ability to provide personalized service.
Measurable outcomes: Clear metrics allowed us to demonstrate tangible business value and ROI.

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RetailPro: Omnichannel Customer Experience