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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