Kering uses Salesforce Marketing Cloud to improve their omnichannel campaigns
Discover how Salesforce Marketing Cloud specialists at Behavioural Response helped luxury brands successfully implement it
The challenge:
Kering is a French-based multinational corporation specialized in luxury goods. It owns Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen, and Bottega Veneta, and formerly owned Puma.
Kering’s challenge was to sophisticate their omnichannel engagement leveraging advanced automation, transactional email, real-time engagement.
The Solution:
- Development of a custom event management developed in Salesforce Marketing Cloud
- Development of advanced journeysÂ
- Real-time engagement solution using message apps (Line, WeChat, etc.)
- Deployment of transactional emails to support buyer journey
- Development of various custom omnichannel preference centers across brands and regions.
Benefits and results:
- Faster time to market for their marketing campaigns
- Event Management solution deployed successfully allowing to streamline group’s brands’ event planning effortÂ
- The marketing team can create unique customer journeys aimed at providing the most relevant user experience
- Refined, more accurate, and GDPR-friendly management of the unsubscriptions
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