Michaels taps Salesforce to deploy personalized shopping tech
Arts and crafts retailer Michaels is working with ongoing partner Salesforce to deploy the Salesforce Marketing Cloud to enable personalized content, promotions and offers, according to a Salesforce announcement.
As part of the deployment, the retailer is also using the Heroku cloud platform and MuleSoft Anypoint Platform. The platforms are used to build an application network integrating back-office systems and customer data to support rapid creation of apps and integrated shopping, according to the announcement.
Michaels is aiming to unite its e-commerce, service and marketing capabilities onto one platform to create personalized and connected experiences across all customer touchpoints.
A well-integrated, multi-functional cloud platform can tie a retail enterprise together, giving a company the tools to quickly and effectively promote, sell and support customers.
Michaels already uses Salesforce Commerce Cloud to deliver personalized shopping capabilities seamlessly through multiple channels.
The retailer also relies on Salesforce Service Cloud to provide customer service reps in its call centers with a single, unified desktop view of customers, their issues and their histories, which helps improve their ability to resolve problems.
With Marketing Cloud, Michaels will be able to integrate and manage customer data across multiple touchpoints and channels to deliver real-time, personalized communications and content to shoppers.
Other companies in the sector, like NYDJ, also have adopted multiple Salesforce Cloud pieces to help them migrate to cloud-based retail enterprises.
The company is also pursuing new revenue opportunities, such as its recent effort to grow toy sales. Using cloud platform pieces to improve its ability to promote, sell and support can help it move forward in a unified way at a time when it needs to make a stronger push to rise above the competition.