Develop an omnichannel communications program for a shopping mall that captures customer profiles and interests to deliver personalized offers and invitations.
Type
Marketing Automation – Shopping Mall, Retail
Challenge:
Plaza Las Americas, the largest mall in the Caribbean, did not have a way to reach out to thousands of people that visit their facilities daily. They wanted to get started with a CRM initiative but did not know where to start. They did, however, have a manual process to capture basic customer profile information at their service center, for visitors who wanted to participate in any of their seasonal sweepstakes.
Solution:
Use a solution built on the Salesforce platform and Salesforce Marketing Cloud (SFMC) and to capture and store customer profile and behavior data, build customer journeys and deliver relevant, automated messages via email, SMS or push notifications via the app. Salesforce CRM Analytics was implemented to enable tracking of key metrics which include visitor shopping interests and engagement with the mall’s communications.
A lead capture app, integrated with Sales Cloud, was implemented to enable visitors to participate digitally in the seasonal mall sweepstakes. Then, other sources of data like Wifi connections and the customer mobile app were added to Sales Cloud to complete the visitor view. This data is used to enhance communications with better segmentation and personalization. Salesforce Marketing Cloud (SFMC) was implemented to enable data-driven personalized communications via email, SMS and push to the customer mobile app. These messages often include links to SFMC landing pages, further capturing visitor data, such as check-ins at digital directories, which was seamlessly integrated into existing customer profiles.
Additionally, Cobalto implemented multiple dashboards with CRM Analytics to track key CRM metrics related to the progress of different visitor initiatives and completion of visitor profiles.
