TECHNOLOGY

Site-wide conversion up at Hickory Farms after redesign

BY Marianne Wilson

A redesign of its website has yielded significant benefits for Hickory Farms.

The specialty food-gifting retailer worked with Lyons Consulting Group, part of the Capgemini Group, to re-design the user experience for Hickory Farms’ e-commerce site, built on Salesforce’s Commerce Cloud. Lyons Consulting also implemented Salesforce Marketing Cloud and integrated it with the commerce platform. Hickory Farms’ new online shopping experience resulted in a 10% year-over-year increase in site-wide conversion in year one.

Hickory Farms wanted to improve the quality of its customer data and create a more agile process for developing and deploying email campaigns. Lyons Consulting worked with the brand to define its business environment, and made recommendations for leveraging data in Marketing Cloud and the types of consumer journeys that should be implemented. Lyons then implemented Marketing Cloud, integrating it with Commerce Cloud and the company’s CRM.

The integration between Commerce Cloud and Marketing Cloud enables Hickory Farms to successfully trigger consumer journeys and automated email sends based on previous customer behavior, and report on critical transactional data. Email inbox placement on the new marketing platform is at 94%, almost 10% above industry standard, according to Lyons Consulting.

“With its vast knowledge of Commerce Cloud and its retail and marketing expertise, LYONSCG [Lyons Consulting] was able to approach this project from both a technology and a marketing perspective, and this made all the difference,” said Judy Ransford, chief marketing officer at Hickory Farms.

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TECHNOLOGY

Amazon reportedly may make bid for Indian e-commerce giant

BY CSA Staff

Amazon may end up doing battle with Walmart over India’s e-commerce giant.

The online giant may make an offer to buy Flipkart, according to a report by India’s livemint.com. Flipkart and Walmart are already in advanced discussions for the U.S. discounter to buy a 55% stake in Flipkart. Amazon, however, has held its own exploratory discussions to buy the company, the report said.

Launched in 2007, Flipkart has, so far, raised more than $6 billion. Apart from its namesake platform, Flipkart owns fashion businesses Myntra and Jabong, eBay India and mobile payments firm PhonePe, the mint reported.

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TECHNOLOGY

Starbucks debuts voice ordering in Korea with Samsung

BY Marianne Wilson

Starbucks Coffee Korea Co., a 50/50 joint venture between Starbucks Coffee International and Shinsegae Group, launched voice recognition ordering in South Korea by integrating with Bixby, Samsung’s intelligent assistant, available on select Samsung Galaxy devices. With the launch, Starbucks Coffee Korea is the first retailer to leverage Samsung’s Bixby to allow for end-to-end ordering and payment.

The features are an extension of Starbucks Siren Order, the company’s mobile order and pay technology, which allows customers in South Korea to order and pay for their purchases before arriving at their store.

“We are pleased to provide our customers with more convenient ways to be rewarded for their purchases,” said S.K. Lee, CEO, Starbucks Coffee Korea. “The launch of voice recognition ordering is a seamless addition to our innovation portfolio, creating a consistent third-place experience across digital and in-store interactions.”

Bixby allows members of Starbucks loyalty program (My Starbucks Rewards) in South Korea to place an order and pay through voice recognition “on command.” The feature allows customers to speak just as if they were talking to a barista in-store, including modifying their beverage to meet their personal preference.

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