Seeking to deliver a more relevant, personalized experience to its shoppers, Icebreaker adopts Commerce Cloud Einstein, a fully-integrated artificial intelligence engine that creates personalized product recommendations for both known and anonymous shoppers at multiple points in their journey.  Why Commerce Cloud? In an A/B test against their existing predictive recommendation engine, Icebreaker found that its shoppers clicked on Commerce Cloud Einstein’s Product Recommendations 40% more often, leading to 28% more revenue from recommended products and an 11% overall increase in average order value.  By adopting Commerce Cloud Einstein, Icebreaker also eliminated integration and implementation costs, boosted cross-selling and upselling opportunities, and personalized the customer experience even further.  “If you’re not using this, you’re missing out on quite an opportunity.” - Brian Hoven, Global Head of eCommerce, Icebreaker

Nestlé Waters turns digital connections into lifelong relationships using Marketing Cloud. Some products will only ever appeal to certain people. Some people will never buy a pair of figure skates, for example. Water is a little different. Everyone on the planet needs water, every day. Water isn’t ever going out of style. Antonio Sciuto spent the past five years leading Nestlé into the digital age. Since joining the company in 2010, Sciuto has risen through the ranks to Global Head of eCommerce and now CMO and eBusiness Leader for Nestlé Waters North America, where he oversees several teams, including a newly create eBusiness unit that manage end to end online operations. While Nestlé Waters’ mission hasn’t changed during that time, the way Sciuto and his marketers pursue their mission has. “The mission of Nestlé Waters is to provide a healthy hydration solution to our consumer,” he said. “And the way we do that is changing, because digital is changing everything we do.” From conversations on Facebook and Twitter to digitally connected coolers in grocery stores, Sciuto and Nestlé Waters are reinventing consumer engagement in the digital age. Their goal is to personalize the Nestlé Waters experience for every consumer over his or her lifetime. And just as every consumer is different, there’s no one way to best reach all of them. “They need to find what they are looking for, and this is not the same for everybody,” Sciuto explained. “For example, for Perrier, we have ‘Extraordinary Perrier.’ So we are trying to make their experience with the brand extraordinary.” Personalizing experiences with predictive intelligence Sciuto’s eBuiness unit in fact support the development of extraordinary experiences for all 15 brands it oversees, including still and sparkling waters, San Pellegrino fruit beverages, and tea, each with its own consumer base. So, there are plenty of experiences to be crafted, both online and off. Marketing Cloud gives Sciuto tools to create both online and in-person experiences, listen to and measure reaction to them, and connect to people across email, social and other digital channels. Take those digital coolers. As a consumer approaches one, say in a grocery store in Maine, the cooler captures her demographic data and uses the information to display customized content and a call to action on an embedded touchscreen. “That could be a coupon to be redeemed in a store, or journeys that she can experience online,” Sciuto explained. With so many brands and products to offer, the goal is to help the consumer engage with the ones she likes. As Sciuto put it, “Our goal is to be relevant for the consumer. We want them to feel that this is exactly what they want.” Marketing Cloud enables Sciuto’s teams to reach consumers on a personal level by building consumer journeys that adapt to how individuals engage with content. Journey Builder and Predictive Intelligence enable personalized experiences to scale up to the millions of consumers Nestlé Waters serves. The goal is to build relationships with our consumers to improve their lives driving healthy hydration. “This is not about marketing and sales. It's about holistically managing the relationship with our consumer across brands and functions,” Sciuto said. Tim Brown, President and CEO of Nestlé Waters, expounded on the importance of those relationships. “We want loyalty. We want people to be with us for a very long time,” he said. Like Sciuto, Brown is looking beyond broadcasting messaging to something more meaningful. “We can have individual relationships with people — not just consumers,” he said. “This journey was not possible without Salesforce. Salesforce is much more than a business partner.” ANTONIO SCIUTO, CMO AND EBUSINESS LEADER Partnering on a Consumer Engagement Center Evidence of Brown and Sciuto’s dedication to relationship building is taking shape in the form of a new consumer engagement center being built in New York City in partnership with Salesforce. By leveraging a host of tools, including Social Studio and Active Audiences, teams at the center will be able to analyze conversations and engage with people on social media faster, and — perhaps more importantly — with better content. “It's all about having the right products at the right moment for our consumers,” said Courtney Stacks, Group Marketing Manager, Strategy & Business Development. “And the consumer engagement center will really enable us to get to the heart of that.” Out of real-time conversations, consumers will move into personalized experiences based on automated journeys, but customized according to online behavior using Journey Builder and predictive intelligence. “Our vision is to connect all the touch-points, and move from building databases to cultivating communities,” Sciuto said. In other words, to have conversations with the people drinking Nestlé Waters’ products , and build relationships with them over time.

Brown-Forman, maker of iconic brands like Jack Daniel’s and Woodford Reserve, built its business on time-honored practices like slow-aging and handcrafted spirits. But its future increasingly rides on harnessing the same technologies transforming businesses everywhere. Brown-Forman has built 50+ apps — from a retail execution app to a vendor onboarding app to an HR Social Intranet app. They even have an app for their quality control specialists to manage the process of inspecting each new barrel of whiskey. Company leaders chose Force.com because of its ease of use and the way it integrates with everything else. “If you’re going to continue to help your company grow, you need to be agile,” said Tim Nall, Brown-Forman’s CIO. “Force.com allows us to quickly build something and get it in front of somebody, and then iterate on it rapidly.” One of the first successes was the My B-F app, a mobile social intranet that connects thousands of Brown-Forman employees around the world. Built on Force.com and launched in just three months, it quickly became a personalized hub for collaboration around the world. Because Chatter is integrated with My B-F, employees can personalize the apps they want to go to and which tabs and information appear at login. “People who sell Jack Daniel’s in Germany learn from those who are selling it in Australia and vice versa,” said Nall. “And this can now happen in real time. People can interact and share ideas and information with people they never may have met in the past. And for Brown-Forman, that’s extremely powerful.” “As CIO, I can now add value to our marketing organization, our commercial org, our production org — all by leveraging a single platform.” Building on this experience, Brown-Forman’s IT team has delivered innovative apps for employees, distributors, and customers that have empowered its global business in new ways. One example is Wombat, a mission-critical app originally created five years ago as an offline application. Because field reps were often visiting accounts that were far afield, it was important to give them access to core information on their tablets even when they had no internet connectivity. Brown-Forman is also reaching customers directly with programs like the By the Barrel app that invites consumers the opportunity to hand-select their own barrel of special Brown-Forman spirits like Jack Daniel’s or Woodford Reserve. Fans can then personalize the labels on bottles, receive a detailed provenance, and even keep the empty barrel as a souvenir, complete with an engraved plaque. So what began as an investment in a platform for building apps has evolved into a company-wide strategy that touches on every aspect of the business. “What surprised us was the breadth of what Salesforce offers,” said Nall. “As CIO, I can now add value to our marketing organization, our commercial org, our production org — all by leveraging a single platform.”

American Express redefines service with Salesforce. American Express has invested over 160 years in building one of the world’s most admired brands. Customer safety, trust, and convenience have been core values since the company’s beginnings as an express postal service in 1850. This commitment to service has driven innovations from Travelers Cheques to the iconic credit cards bearing the words, “Member Since.” But today’s competitive landscape is unlike any before it, fueled by rapid innovation and rife with startups bent on disrupting the status quo. From Travelers Cheques to credit cards to Apple Pay, American Express has never been afraid to reinvent itself to serve customers, and now the company has partnered with Salesforce to do it again. Today, American Express is transforming service for the Digital Age, with Salesforce as a key partner. “American Express wants to take service into the 21st century by redefining what it means,” said Susan Sobbott, president of Global Corporate Payments. “The way we redefine it is by being so real time and so in the know, that we can actually anticipate what customers need.” For the Digital Age, that means using data to help customers solve problems and make key business decisions. “The power for us is the information we have, the trust we have with our customers, and our employees’ ability to deliver on that,” said Greg Keeley, EVP of Global Corporate Payments. “Salesforce enables us to connect these dots.” American Express is redefining customer service for the 21st Century with Salesforce. Great customer experiences are built on trust. “American Express is a company that has always been grounded in creating great customer experiences,” said Barbara Agoglia, Global Head of E2E Marketing for Corporate Payments. A century ago, that meant honoring letters of credit so Americans stranded in Europe at the beginning of World War I could fund their passage home. Today, it means ensuring customer security as technology redefines how we pay for everything from groceries to mortgages. “Whether you're using a card or Apple Pay or other new technologies that are on the horizon, we want to lead the world in how payments are executed in the business space,” Agoglia said. Consumers worldwide know the value of the American Express brand, and the Global Corporate Payments division brings that same level of service to corporate accounts. Processing the business world’s payments gives American Express a broad view into client spending patterns. Salesforce helps turn that data into insights those businesses need to make smarter decisions. “Our business is not just about payments; it’s about providing information for our clients so they can run their businesses,” said Keeley. “How do we make their lives easier?” One way is by providing rich experiences based on critical, real-time information. “I think consumer-driven technologies have really changed the game and set expectations,” Keeley said. For instance, business travelers use American Express products for managing expenses and travel details from the road. Keeley sees an opportunity to add more value for these customers. “For them, we’re thinking about: What is the travel experience that they're used to and expect? And how can we take that and leapfrog it and make it even better?” he said. American Express transformed the travel experience by pairing secure payments with easy-to-use business tools. And now it offers them on the one thing no road warrior leaves home without: the smartphone. “We're powering payments on the phone for two reasons,” Keeley said. “One, so the customer can choose to pay with plastic or on the device. Two, that same device is going to be where they can capture their itineraries, where they can capture their receipts, and send in their expense report.” When expenses can be filed from the road and wrangling paper receipts becomes a thing of the past, life is that much easier for the business traveler. A progressive company is a future-proofed company. American Express knows its people are its greatest strength, and Salesforce helps them work smarter — and have more fun on the job. Company leaders see the technology as a unified whole, not a collection of pieces. “It’s a platform for our employees — sales, accounts development, servicing, marketing, and product people — to communicate, react in real time, and solve customer problems,” Keeley said.
The partnership between American Express and Salesforce started with Sales Cloud in 2010. Now, the Customer Success Platform connects thousands of employees across organizations, locations, and time zones. Chatter facilitates communication and excitement around solving customer pain points. Sales reps who traded their manila folders and desktop PCs for portable tablet computers running Salesforce now get out of the office and in front of clients more. These reps now have complete views of customers before they walk into meetings, and the Salesforce1 Mobile App also connects to Chatter for real-time collaboration among colleagues. The success American Express has had with the Customer Success Platform is just one example of the company’s transformation for the Digital Age. From a sales team locked into Chatter to smartphone apps that make business travel easier, American Express is leveraging real-time connectivity to take service into the future. Its members wouldn’t expect anything less.

“We pride ourselves on providing our customers with an exceptional experience, a white-glove service without the luxury price tag.” - BILL RINEHART, FOUNDER AND CEO Going the extra mile for customers drives a retention rate of 99%. While traveling for business, a busy executive accidentally ruined the heel of an expensive dress shoe. Under normal circumstances, the loss of a single pair of shoes wouldn't be a big deal. But, far away from her own home closet, it meant that she couldn't wear the entire ensemble again. When she returned her clothes to DUFL, the concierge desk noticed the damage and immediately created a ticket to fix it. A team member ran the shoe over to a local cobbler who repaired the heel within 48 hours. In short order, the broken shoe was as good as new and back in the customer’s DUFL closet, ready for the next trip. In today’s fast-paced world, there is nothing more valuable than time and convenience. To avoid lugging their bags through airports, DUFL customers send the company a set of their clothes to keep and ship directly to a destination whenever they’re needed. Between trips, DUFL cleans and stores the clothes for the next trip. In addition to the typical challenges of starting a new business, DUFL also has to scale a premium customer experience in a demanding travel industry. That’s why the company started using the Salesforce Customer Platform from the beginning. “Salesforce lets us keep a complete record of each individual’s unique preferences, so we can provide a customized experience and exceptional support at every touchpoint.” - BILL RINEHART, FOUNDER AND CEO A better way to travel “Delivering an amazing customer experience is our mantra,” says DUFL CEO Bill Rinehart. “Salesforce lets us keep a complete record of each individual’s unique needs, so we can provide a customized experience and exceptional support at every touchpoint.” Just as DUFL enables customers to travel more and more easily, Salesforce has enabled the company to grow without growing pains. When DUFL customers register in the DUFL app, their account information is stored in Salesforce where support teams can access it quickly in a user-friendly format. Sales Cloud helps DUFL track interactions and nurture leads so it can win more customers and forecast sales more effectively. Service Cloud lets support agents offer fast, helpful service and take advantage of plug-ins like CTI (Computer Telegraphy Integration) and translation to keep customers happy. Service Cloud’s case feed history makes it easy for the DUFL support team to reference the same solution the next time a customer has a similar issue — they now know exactly what to do the next time a broken heel comes their way. Not only that, the DUFL team also uses Salesforce’s Desk.com to manage internal trouble tickets and service operations. Rinehart says, “The ease of use, flexibility, and transparency of Salesforce lets us focus on our core competencies and growing our business.” White-glove service without the luxury price tag With the Salesforce platform supporting their sales and service teams, DUFL’s small yet mighty team can keep up with a growing user base that travels to destinations across the globe. Their lean team of 25 employees is able to sustain 10% month-on-month growth while maintaining a retention rate of over 99%. Rinehart says, “We pride ourselves on providing our customers with an exceptional experience, a white-glove service without the luxury price tag. Not only do we expect our trips to go off without a hitch, we also expect the customer service experience to be above par. We will always go the extra mile for our customers and Salesforce makes it possible for us to give our customers the excellent care and service they deserve.”