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Denim and women’s apparel company, NYDJ has tapped Salesforce to improve its direct-to-consumer business and elevate personalization features for improved consumer experiences.

Financial terms of the business transaction were not disclosed.

“The pace of change in our industry is staggering, and our commitment to creating the best product and experience for our customers ensures a bright future for NYDJ,” said Lisa Collier, president and chief executive officer, NYDJ.

As with many brands and retailers, NYDJ found itself deploying legacy software that perpetuated ongoing siloes within the organization. What’s more, the denim company laced sufficient data collection and analytic tools to better understand its shopper for heightened engagement across channels.

“As retailers like NYDJ grow their digital engagement, it is essential that they unify the customer experience across all points of marketing and commerce,” said Shelley Bransten, senior vice president of retail industry solutions at Salesforce. “NYDJ is taking a big step to foster growth and build smarter, more personalized and faster experiences for their shoppers.”

NYDJ will deploy Salesforce’s commerce and marketing cloud solutions, a Salesforce spokesman said. Among other focal points, the services will enable NYDJ to quickly update its social media strategies to interact with shoppers in real time.

“With Commerce Cloud, NYDJ shoppers will see unique content, campaigns, offers and recommendations based on information such as browsing history, past purchases and whether they are shopping on the web, smartphone or social media,” the spokesman continued. “And with Marketing Cloud, NYDJ will be able to deliver the right messages at the right time to shoppers via their preferred communication channels. For example, if a customer shopping on NYDJ.com adds items to their shopping cart but does not complete their purchase, a follow-up message could be sent automatically that reminds or even incentivizes them to complete their purchase.”

As consumers gain larger access to retailers across the globe, brands are tasked with distinguishing themselves among the competition — and chatter — by delivering purposeful, customized content to consumers to not only finalize purchases, but built longstanding brand loyalty.

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