John Lewis bigs up Salesforce in driving data strategy

John Lewis Partnership has hailed the implementation of a Salesforce platform in transforming its data-driven marketing strategy as it strives to boost its recovery by creating a more personalised and seamless customer experience.

The company, whose brands include the retail chains John Lewis, Waitrose and John Lewis Finance, has is using Salesforce Service Cloud to help customers both online and in-store, with claimed annual call centre savings of £1m.

Einstein bots provide answers through the John Lewis website and WhatsApp, while the virtual remote assistant delivers video communication between customers and agents.

Tableau Software – which Salesforce bought for $15.7bn (£12.4bn) in 2019 – powers a new self-service platform that gives 10,000 staff a real-time view of sales and inventory data. And combined with Marketing Cloud, the company has improved its marketing efficiency and engagement through automation, leading to 75% faster production time.

John Lewis Partnership Tableau product manager Libby Hickey said: “Customers expect to be served with products and recommendations that meet their needs. Leaning on real-time data is a game-changer for our business and customers alike, be it online or on the high street.

“Investing in Salesforce has enabled our teams to make decisions faster and develop deeper relationships with our customers by providing a more personalised, convenient, and seamless customer experience.”

Salesforce head of UK retail and CG Navkinder Sanghera added: “With shifting customer demands and changing market dynamics, retailers must differentiate themselves with talents capable to understand customers’ preferences and personalise their experience using actionable data insights.

“John Lewis is a great example of an organisation prioritising data integration and fluency skills in their business strategy for the betterment of both customers and partners.”

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