Fenwick enhances digital shopping experience
By Retail Technology | Friday June 15 2018
Department store Fenwick is looking to deliver a more personalised, connected and faster digital shopping experience with new cloud software
The retailer has selected Salesforce Commerce Cloud, Marketing Cloud and Service Cloud to realise its move into a more digital world.
With nine stores in the UK and 135 years trading, Fenwick faced the challenge of rising customer expectations in a world that is fast becoming digitised and needed to be able to support all points of commerce and service across multiple channels.
The new ecommerce platform and personalised experience powered by Salesforce will help the British retailer to meet the expectations of today's connected and digitally savvy customers.
"Fenwick has always offered customers an experience that is unique and tailored to the local market," said Kate Smyth, digital director at Fenwick. “With Salesforce, we have the tools to continue that experience through digital."
Multiple devices
Commerce Cloud will support Fenwick customers in their purchasing journeys across multiple devices with agility and consistency.
With Marketing Cloud, Fenwick will create and send personalised and relevant communications for each customer, using intelligent customer journeys.
"As our shoppers become more sophisticated and new channels emerge, their expectations rise," added Sam O'Neill, head of ecommerce at Fenwick. "Our shoppers want the opportunity to browse and shop online, and they want that experience to be as consistent and personal as when they walk into one of our iconic stores. Salesforce is enabling Fenwick to excel in this new and exciting chapter."
Through Service Cloud, Fenwick shoppers will also have access to improved personalised and connected customer service experiences across multiple channels including phone, email, social and webchat.
"Having that single view of the customer in one unified desktop view will help our customer service team resolve issues faster and with greater accuracy," said Ben Parsonson, head of customer service at Fenwick. "It is the foundation of creating a memorable and effective customer first-experience."
