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06/02/2021

Luxury watch brand decides it’s time for personalization

Dan Berthiaume
Senior Editor, Technology
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Vertical watch retailer Movado Group is deploying Salesforce technology to personalize the shopping experience – in-store and online.

Already leveraging Salesforce to create a unified global e-commerce infrastructure, Movado decided to implement an enterprise technology platform that could support both its immediate scalability needs and long-term customer relationship goals. Movado turned to Salesforce to meet these challenges, and ultimately increase the speed, scale and global operations of its business. 

By expanding its omnichannel personalization strategy, Movado has achieved 250% year-over-year sales growth on its flagship Movado.com e-commerce site in the first quarter of 2021. In addition, the retailer now has a 360-degree view of each customer, as well as the capability to deliver personalized shopping experiences from anywhere, globally.

Movado has implemented several cloud-based Salesforce solutions. Using Salesforce Commerce Cloud order management, the company can deliver a more personalized shopping experience with local currencies and languages, tax calculations, personalized product recommendations, and promotions support.

Order management is also embedded in Salesforce Service Cloud, which Movado’s global customer support agents will leverage to obtain a complete view of each customer's history, including contact information, past orders, and more. Agents will be able to place a customer order right from Service Cloud.

Leveraging several features of Salesforce Marketing Cloud, Movado gains cross-brand insights to better understand different shoppers across all brands, enhancing its overall digital strategy. Marketing Cloud's integration with Google Analytics 360 lets the company combine marketing and analytics information in one platform to unify reporting, improve campaign performance, and optimize analytics. 

By creating a single repository for each shopper's omnichannel data, Movado has been able to segment shoppers based on their behaviors, including past purchases, browsing and cart abandonment.

"At Movado, we strive to be consumer-first in all that we do," said Behzad Soltani, commercial president and CTO, Movado Group. "Salesforce has accelerated our digital transformation and enables us to do just that. We're able to deliver a frictionless experience at a global scale — through the entire customer lifecycle from acquisition to purchase and loyalty."

Switzerland-based Movado Group Inc. designs, sources, and distributes a number of luxury watch brands worldwide, and operates Movado company stores in the U.S. and Canada.