Leading UK retailer grows business in-store and online with cloud-based integration solution from MuleSoft
Company Size
1,000+
Region
- Europe
Country
- United Kingdom
Product
- CloudHub
Tech Stack
- Salesforce
- IBM Unica
- Avaya
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Cloud Planning, Design & Implementation Services
About The Customer
The customer is a FTSE 100 company and a top 4 food retailer in the UK. The company operates in a competitive retail market and was looking for innovative ways to drive in-store revenue while also expanding into new product categories and channels on the web. The company had recently acquired an online baby retailer, which provided them with a high performing online channel and a new customer base in the higher margin baby product category. The company has over 100,000 employees and an annual revenue of over £18 billion.
The Challenge
The company, a top 4 food retailer in the UK, was operating in a fiercely competitive retail market and needed innovative ways to drive in-store revenue while also expanding into new product categories and channels on the web. After acquiring an online baby retailer in 2011, the company had a high performing online channel along with new customers in the higher margin baby product category. To capitalize on this new channel and customer base, the company expanded the baby brand to a new series of retail superstores while looking to integrate these customers into the brand experience at their existing grocery stores. However, customer and product data were stored in multiple databases, an IBM Unica marketing automation platform, and an Avaya call center platform. The middleware manager and his team made the strategic decision to consolidate a single view of the customer in Salesforce to run multi-channel marketing programs across brands.
The Solution
The company worked closely with their implementation partner to develop the integration solution. After a head-to-head comparison, they selected CloudHub as their single platform for application integration. Developing and deploying the integration on CloudHub took just 2 weeks since the platform requires no hardware or software. During the initial rollout they connected Salesforce to their on-premise call center platform, and customer and product data stored in on-premise databases using the Secure Data Gateway. The company's call center handles inbound calls from the Kiddicare website. Since customers are calling to troubleshoot orders online or order directly over the phone, having complete visibility into all information related to a customer enables representatives to increase sales.
Operational Impact
Quantitative Benefit
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