Meet Sarah, a 32-year-old fitness enthusiast living in Seattle. She’s recently signed up for a gym membership at FitLife, a national chain of fitness centers that uses Salesforce Marketing Cloud for their customer engagement strategies. When Sarah first registers on FitLife’s website, she provides basic information about her fitness goals and preferences. This data is immediately captured and stored in Salesforce Marketing Cloud, creating a unified customer profile for Sarah. A few days later, Sarah receives a personalized welcome email. The email addresses her by name and includes information about classes that align with her stated interest in yoga and strength training. This targeted content is made possible by Salesforce’s Journey Builder tool, which allows FitLife to create automated, personalized customer journeys.
As Sarah begins to use her gym membership, her interactions are tracked and analyzed. She frequently attends morning yoga classes and occasionally uses the weight training equipment. Salesforce’s Einstein Recommendations tool picks up on these patterns and starts to build a more detailed profile of Sarah’s preferences. One day, Sarah browses FitLife’s online store, looking at yoga mats but doesn’t make a purchase. The next time she opens her FitLife app, she sees a personalized banner offering a 10% discount on yoga accessories. This real-time personalization is powered by Salesforce’s AI-driven capabilities, which can make personalization decisions in milliseconds. A month into her membership, Sarah receives an email about a new high-intensity interval training (HIIT) class. While this isn’t something she’s tried before, the email explains how HIIT can complement her yoga practice and help with her strength goals. This recommendation is based on the affinity graph Salesforce has built for Sarah, combining her stated preferences with her observed behaviors. When Sarah clicks through to read more about the HIIT class on the FitLife website, she’s greeted with a personalized landing page. The page showcases testimonials from other yoga enthusiasts who’ve benefited from adding HIIT to their routines. This level of website personalization is made possible by Salesforce’s web campaign tools. Intrigued, Sarah decides to try the HIIT class. After her first session, she receives a follow-up email asking for her feedback. This survey, delivered through Salesforce’s platform, helps FitLife gather more zero-party data to further refine their understanding of Sarah’s preferences. As Sarah continues her fitness journey with FitLife, every interaction – from the classes she attends to the products she buys – is used to create increasingly personalized experiences.
Whether it’s through email, the mobile app, or in-person at the gym, Sarah feels that FitLife truly understands her needs and goals.This comprehensive, cross-channel personalization strategy, powered by Salesforce Marketing Cloud, not only enhances Sarah’s experience but also increases her engagement and loyalty to FitLife. It’s a win-win situation, where Sarah receives relevant, helpful content and offers, while FitLife benefits from a more engaged and satisfied customer.
