As brands compete — and falter in many cases — to create the ultimate omnichannel experience, Keds has incorporated multichannel integration seamlessly. One reason behind that: Keds implemented Salesforce’s Commerce Cloud solution in 2014 — since, the footwear brand has experienced 30 percent sustained revenue growth, as well as a 19 percent year-over-year increase in conversion rates.
The Salesforce Commerce Cloud aims to craft frictionless shopper experiences across channels and convert customers at every touchpoint. AI-fueled personalized shopping journeys, the opportunity to connect with more customers and encouraging streamlined operations are just a few highlights of its mission.
Keds’ chief marketing officer, Emily Culp, confirmed that the platform has benefitted Keds in many ways. As one such example, the cloud has been particularly instrumental in speeding things up. “Salesforce has enabled us with speed to market via updating content and products faster,” she explained. “This is key to winning with today’s consumer, who wants to see the newest story on any device she wants.”
Specifically, Culp pointed out how quickly her team was able to remerchandise several pages on its web site in relation to Keds’ partnership with the Major League Baseball team due to access of the Salesforce tool. “We just sat down with my team and we crafted in real-time how we were going to remerchandise a few pages in a just a few days,” she recalled. “Knowing what it was all going to look like within that timeframe — to me, that’s how we know we have an unbelievable tool.”
Similarly, the Salesforce Commerce Cloud was especially helpful when launching Keds’ recently released Studio shoe collection. “The first place we launched it was on keds.com, and the reason we did that is that we now have an unbelievable treasure trove of access to consumer data,” Culp said.
She added that the Salesforce tool has also allowed Keds to test which of the new products in its Studio line customers prefer, and quickly optimize storytelling on the site based on those preferences. “We did a lot of A/B testing in relation to the Studio collection, and it goes back to the Salesforce tool that we could quickly do all of that, optimize it, and have unbelievable sell-through as a result.”
Culp acknowledged that the use of the platform has also helped drive innovation, and added that it has been critical in delivering a compelling story to Keds’ consumers. “Salesforce has one of the most intuitive merchandising interfaces I’ve ever seen in my career,” she affirmed.
Finally, the cloud’s mobile-first approach has proved itself invaluable for Keds’ growth. “Our consumer eats, lives, and breathes on a mobile device,” explained Culp, mentioning that 57 percent of Keds’ online traffic comes from mobile.
The overall result of the platform, as Culp described, is an improved consumer experience for Keds, with enhanced innovative capabilities that spur business growth. “I don’t know how you would win with the consumer today in the market without something like this,” she said.
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