Client Overview
Industry
Retail & eCommerce
Region
Global
Company Size
Enterprise
Featured Solution
Salesforce Data Cloud Implementation
About the Client
The client is a high-volume global fashion retailer operating across multiple markets. With an expansive brand portfolio, they serve through both a fast-moving online marketplace and a large network of physical stores. But despite having millions of customers, they had no single reliable view of any of them.
When Online and In-Store Journeys Tell Different Stories
When a shopper interacts with a brand, every message should reflect their latest activity. But for this global retailer, timing and relevance were a major problem. Their customers’ online behavior remained locked in Salesforce CRM, while in-store transactions lived in Amazon S3. The two systems never talked to each other, leading to siloed data.
The result was a fractured view of the customer journey. For instance, a customer walks into a store and spends $350 on a coat. Within two days of the purchase, they get an abandoned cart email for the same coat. This was not a one-off glitch but a recurring pattern that frustrated customers.
The marketing system had no way of knowing what the in-store system already knew. Store associates also lacked visibility into online behavior and loyalty signals. This prevented them from recognizing high-value shoppers for upsell and cross-sell opportunities.
Key Challenges Impacting Customer Engagement
Disconnected systems introduced several operational and marketing hurdles.
Fragmented Customer Data
Online activity and in-store transactions remained isolated across different platforms. This prevented a unified customer profile and visibility into end-to-end customer journeys.
Broken Customer Journey
Customers who purchased a high-value item (like a coat) in a physical store kept receiving “Abandoned Cart” or “Recommended for You” emails for that same item 48 hours later.
Missed In-Store Opportunities
Retail associates had no insight into a shopper’s online activity or purchase value. This reduced their ability to personalize interactions and identify high-value customers in real time.
Inefficient Data Operations
Manual reconciliation of data across systems was resource-intensive and increased the risk of inconsistencies.
The Solution: A Unified Customer Intelligence Architecture
Grazitti’s team designed and implemented an end-to-end data framework built on Salesforce Data Cloud to create a single source of truth. Here’s how we did it:
- Data Integration Across Platforms
Ingested customer data from Salesforce CRM, Amazon S3, Snowflake, and downstream APIs into Salesforce Data Cloud to create a consolidated data environment.
- Data Model Standardization
Mapped raw data to standard Data Model Objects, including individual profiles, contact points, addresses, and engagement records. This ensured consistent structure across all data sources.
- Advanced Data Transformation
Created custom transformation logic to standardize fields and formats across systems. We developed 12+ custom formulas to harmonize data, including the Gross Total Purchase formula, phone normalization, and name field merging.
- Identity Resolution Framework
Implemented fuzzy matching and normalized email and phone rules to connect digital identities with in-store purchase records. This enabled accurate identity stitching across channels.
- Dual-Speed Data Ingestion
Used batch ingestion pipelines to process high-volume historical datasets from S3, while APIs and web SDKs captured live behavioral signals from digital touchpoints.
- Predictive Customer Scoring
Introduced calculated insights to segment customers based on purchase value and buying frequency. The parameters included – Hot: Total Purchase > $1,000 (VIP status), Warm: Purchase between $500 – $1,000, and Cold: Purchase < $500.
- Data Governance & Privacy Compliance
Implemented a structured governance framework to enable secure data handling and better accountability. Applied data tags and access controls to ensure adherence to GDPR and CCPA requirements across all systems.
The Impact: Data-Driven Retail Intelligence
With a unified customer data foundation in place, the retailer gained clarity across the entire customer journey. Marketing campaigns now reflect real-time purchase behavior for improving engagement. Store associates can instantly identify high-value shoppers and personalize their interactions.
The centralized data architecture also reduced operational friction by eliminating manual reconciliation. The resulting cleaner data flows and reliable targeting helped improve marketing efficiency.
Highlights
100%
Suppression of Already Purchased Items Promotions
60%
Time Reduction in Manual Data Reconciliation
99%
Identity Deduplication Accuracy
100%
Data Uniformity Across Disparate Sources
Conclusion
Grazitti bridged the gap between digital and physical customer journeys by implementing Salesforce Data Cloud. This created a consistent view of every shopper, allowing marketing teams and store associates to act with greater accuracy. The organization is now set up to deliver personalized experiences and expedite its data-driven growth.
Testimonials
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Unify Customer Data and Drive Retail Intelligence with Salesforce Data Cloud Implementation
