Loyalty program for Retail Business
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Incepta’s Loyalty Program Reinvents Customer Engagement for Retail Business with Salesforce Commerce Cloud & Eagle Eye.

Salesforce Commerce Cloud and Eagle Eye: Powering a Transformed Loyalty Program

This case study is about how our tailored Loyalty Program solution revolutionized customer engagement and streamlined operations for a renowned retail brand, the challenges faced by our client, and how Incepta Solutions, with its innovative approach by using Salesforce Commerce Cloud, Eagle Eye, and Mulesoft transformed our retail client loyalty program.

Our client, a leading retail business group with a vast network of department stores, sought to revitalize one of their Brand Rewards programs. The program had been facing a decline in participation and was struggling to provide the value that customers were seeking. Recognizing the need for a comprehensive transformation, Incepta Solutions harnesses hyper automation and digital solutions to revamp its loyalty program.

The primary goal was to rejuvenate and optimize the client brand’s Loyalty Program. This encompassed addressing the following key objectives:

  • Revitalize and optimize the Loyalty Program to increase customer participation.
  • Enhance the overall value proposition for customers to meet their evolving expectations.
  • Streamline and automate repetitive tasks associated with loyalty program management.
  • Standardize and reconfigure processes to ensure efficiency and consistency in program operations.

Incepta’s Core Responsibilities: Providing professional services team to create APIs for the source system, integrating downstream systems, deploying on the MuleSoft Anypoint platform, assisting the QA team with comprehensive API documentation, and developing APIs for external partners.

  • A renowned Canadian retail business group, a historic retail giant with roots dating back to 1670.
  • Originating as a fur trading business contributed significantly to Canada’s development.
  • Operates nearly 239 department stores in Canada and the United States.

Our client was a Canadian retail business dedicated to seamlessly combining its long history with a modern touch, offering varied shopping experiences for customers across North America.

  • Loyalty programs faced reduced customer engagement.
  • The program struggled to deliver perceived value to customers.
  • Challenges in managing and customizing loyalty campaigns.
  • Bottlenecks in the existing loyalty point calculation system.

Additionally, our client program encountered issues in optimizing API response time, necessitated improvements in call center support, and sought enhancements in website user experience. These challenges prompted the need for a comprehensive transformation to revitalize the loyalty program.

Incepta’s team crafted a solution leveraging the strengths of three key technologies: Salesforce Commerce Cloud (SFCC), MuleSoft, and Eagle Eye.

Salesforce Commerce Cloud (SFCC): Incepta seamlessly integrated Salesforce Commerce Cloud with the existing loyalty program infrastructure. This enabled features like:

  • Centralized Customer Data: Salesforce Commerce Cloud provides a unified platform to manage customer data, offering a holistic customer view for targeted campaigns and personalized experiences.
  • Powerful Campaign Management: Incepta utilized Salesforce Commerce Cloud’s robust campaign management tools to create targeted and engaging loyalty programs that resonated with specific customer segments.
  • Enhanced User Experience: The user experience within Salesforce Commerce Cloud for interacting with the loyalty program was significantly improved, making it easier and more enjoyable for customers to track points, redeem rewards, and manage their accounts.

Diagram for Loyalty Project

Mulesoft Integration Approach: We adopted an API-led connectivity approach using MuleSoft, fostering the creation of usable APIs. This approach streamlined the fulfillment of requirements by providing reusable APIs, significantly improving efficiency and meeting various needs effectively.

Eagle Eye Loyalty Platform: Eagle Eye’s advanced loyalty platform provided critical functionalities:

  • Feature-Rich Loyalty Programs: Eagle Eye unlocked a wider range of loyalty program features and functionalities, allowing for a more engaging and rewarding experience for customers.
  • Real-time Rewards: The platform enabled real-time reward redemption and tracking, offering instant gratification and a more dynamic user experience.
  • Scalability and Flexibility: Eagle Eye provided a scalable and flexible platform to accommodate future program growth and adapt to evolving customer needs.

Collaborative Development: Our developers actively engaged with the client’s architect to review and refine the proposed solution. Through constructive discussions, a mutual agreement was reached on the implementation, ensuring alignment with the client’s unique requirements. The implementation of the solutions included the creation of 57 APIs some of which are mentioned below 

  • POS Lookup
  • Loyalty Enrollment 
  • PIN Management
  • Customer Profile
  • OMS Integration 
  • Point Management, Transfer and Refund
  • Partner Channel Management
  • Conversion Management
  • Event History 
  • Various ETL APIs

Technology Used:

  • MuleSoft Integration Platform 
  • AWS MSK (Managed Streaming for Apache Kafka) 
  • Eagle Eye Loyalty Platform 
  • IBM Order Management System (OMS) 
  • Oracle Database, and DynamoDB
  • Salesforce Commerce Cloud (SFCC)
  • Tulip Retail Platform

Industry: Retail Business

Results

Incepta’s strategic integration of Salesforce Commerce Cloud (SFCC), MuleSoft, and Eagle Eye yielded a remarkable transformation for our client’s loyalty program. Let’s delve into the specific contributions of each technology:

Salesforce Commerce Cloud (SFCC):

  • Campaign Agility: Previously limited campaign capabilities were addressed. SFCC empowered the client to design and execute highly targeted and personalized loyalty campaigns, fostering deeper customer engagement.
  • Real-time Interaction: SFCC streamlined data exchange thanks to MuleSoft integration. This enabled real-time processing of loyalty points and transactions, eliminating timeout issues and ensuring a smooth user experience during purchases with loyalty points.

Eagle Eye Loyalty Platform:

  • Engaging Point System: The new system, powered by Eagle Eye, boasts a dynamic point calculation schema. This offers a more rewarding experience for customers, keeping them engaged with the program through interactive features.

Combined Impact:

  • Optimized API Performance: MuleSoft’s role in API integration ensured efficient data exchange between SFCC, Eagle Eye, and backend systems. This resulted in significantly faster API response times, leading to a more responsive and user-friendly loyalty program experience.
  • Campaign Control & Customization: SFCC empowered the client to take complete control over campaign setup and customization. This newfound agility allowed them to tailor loyalty initiatives for maximum impact on specific customer segments.
  • Enhanced Customer Service: Streamlined processes facilitated by SFCC and MuleSoft integration led to improved call center support. Faster response times and a more holistic customer view within SFCC contributed to a smoother customer service experience.

Incepta’s developers excel in crafting integration solutions, demonstrating a remarkable ability to implement solutions from scratch swiftly. Coupled with the consolidation of point engine calculations and customer data through Salesforce Commerce Cloud, Eagle Eye, and MuleSoft integration, this project showcases our proficiency in delivering impactful and user-centric solutions. This not only benefited our client but also holds implications for similar projects across different industries.

Ready to transform your loyalty program into a dynamic powerhouse? Incepta’s expertise in Loyalty programs and innovative solutions can redefine your customer engagement strategy.