Thanks to Salesforce technology, the jewelry firm Aristocrazy has managed to substantially raise the quality of the service it offers its users, simplify the management of its extensive stock, improve loyalty and increase conversion levels both in the store physical and online. It has done enriching all phases of the customer life cycleeliminating existing information silos and offering fully personalized marketing campaigns.
To this end, the brand has opted for Salesforce Commerce Cloud, a service that it began using three years ago, and which has allowed it to unify all the information from the different departments of the company, relying on omnichannel management software that allows access to all customer information at a glance.
As a result, the average conversion on its website has increased by 122% in the last year, making it the Aristocrazy store that currently bills the most, when two years ago it was only in the top 5. In addition, the value of the average purchase ticket and the customer database has grown by 60%, to 400,000. About this process of digital transformation, we have had the opportunity to chat with Borja Zamácola, CEO of AristoCrazy. This is what he told us.
[MCPRO] How is the process of digital transformation that you start with Salesforce?
[Borja Zamácola] Three years ago, the company made the decision to integrate Salesforce e-commerce solutions, as it came from a previous environment that was difficult to manage, had been modified numerous times, and was giving us all sorts of technical problems.
The objective was also for eCommerce to weigh more on the income statement. Above all, we needed a solution that was capable of absorbing all that amount of traffic that could occur at specific times, such as Black Friday, and in this sense, we were clear that it had to be a solution in the cloud since, With our previous solution, those traffic spikes affected the performance of the site.
We started with the integration of Commerce Cloud and soon we added Marketing Cloud, because in addition to having many synergies, it allowed us to do very interesting things: automatic customer journeys, taking abandoned shopping carts with input, welcome emails, process automation… The last step we have taken is with Service Cloud, since it allows us to obtain a 36o degree view of our clients, with tools that are integrated not only on the web, but also in our physical stores.
To do this, all the stores in the network have tablets in which they have access to a file for each customer and in which they can check if they are registered in the database, their purchases online or in physical stores, what type of products they have chosen… it is a guide that improves the work of sellers. In addition, it is essential in the entire after-sales service. All the jewels have a maintenance and in that file we can check what state it is in, with which we can offer a better service.
[MCPRO] What particularities does the sale of jewelry by electronic commerce have?
[Borja Zamácola] For us, the main advantage is that all products, except for rings, have no size. The disadvantage that we are also trying to eliminate, with a lot of information and great quality photos, is that it is a product that, despite the fact that our average ticket is 100 euros, can reach up to 6,000 euros. This means that buying this type of product online can give the customer a bit of “fear”.
For us, the key is to provide all the necessary information and offer a guarantee and peace of mind in the event of any possible problem or incident. To further improve the experience, we want to work on new augmented reality tools that allow you to visualize how a jewel can look on you.
[MCPRO] The online store has gone from being the fifth with the highest billing to the first.
[Borja Zamácola] We have achieved a very significant increase in conversion. We have more than doubled the conversion in the last year due to the pandemic, but there has been more to it. It has also been the result of the effort we made in the previous year, with many usability improvement projects, AB testing and the change of different pages that had shown that the conversion was low.
We have introduced a lot of analytics and usability improvements that have helped us increase conversion, while also reducing what we were spending on advertising.
[MCPRO] What things would you highlight about Salesforce eCommerce clouds?
[Borja Zamácola] About Commerce Cloud, in addition to all the features it has (such as the predictive analysis that Einstein gives you), one of the things that I like to highlight the most is that it doesn’t matter if you go from a traffic of one to a million that the web follows running at the same speed and with the same reliability.
This gives us a lot of peace of mind for a brand like ours that has a certain seasonality, such as a Christmas campaign in which traffic and sales are multiplied… Having that certainty that the website is not going to go down is critical for the business.
