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

Industry: Luxury

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Reduction of abandoned cart

Improved real-time engagement

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Reduction of abandoned cart

Improved personalisation of the interactions

Technology we’ve used

Salesforce Sales Cloud

Salesforce Marketing Cloud

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 journeys 
  • 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 effort 
  • 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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