Personalization that drives conversion: how Triumph reaches its customers with precision
Success Story
Data-driven marketing for personalized customer experiences
In summer 2022, Salesfive joined an ongoing Salesforce project at lingerie brand Triumph and, within just a few weeks, replaced the existing marketing and email system (MAPP) with Salesforce Marketing Cloud.
Triumph reaches millions of customers worldwide – both online and in physical stores. The new platform enables data-driven, automated, and personalized communication across channels, from the first touchpoint to long after the purchase.
Since then, Salesfive and Triumph have continued to develop the Marketing Cloud: adding new functions and channels such as WhatsApp, SMS, and push notifications to support Triumph’s marketing and sales strategy. The result? Every customer experiences a truly personalized journey – relevant, tailored, and with just the right intensity.
Overview
This was implemented
Textile manufacturer Triumph relies on automation and personalization in marketing to address its customers in a targeted manner throughout the entire customer journey – tailored, personal, and at the optimal time.
Implementation of Salesforce Marketing Cloud
Integration of Marketing Cloud Personalization for highly tailored customer interactions
Implementation of complex use cases in the Marketing Cloud, such as reply mail management, abandoned cart emails, or product recommendations
Training employees to independently and confidently use the Marketing Cloud
Technologies
These technologies were used
Systems are only as good as the technology behind them. That‘s why we rely on modern solutions from the Salesforce ecosystem for our customers‘ digitization projects. The following technologies, among others, were used at Triumph.
Marketing Cloud Personalization
Salesforce Marketing Cloud Personalization creates personalized customer experiences with AI and real-time data analytics.
Challenges
How things started
Triumph‘s marketing was characterized by manual processes, isolated systems, and inconsistent data. A centralized Salesforce system was intended to eliminate these silos and increase efficiency and transparency.
Triumph had already begun introducing the Marketing Cloud and achieved initial success.
To ensure smooth and timely completion, Salesfive was brought in as an implementation partner – and was tasked with completing the project within two months.
The introduction of the Marketing Cloud was to start in the DACH region, Belgium, Denmark, France, Great Britain, Italy, the Netherlands, Norway, Poland, and Sweden, and then be rolled out internationally following a successful proof of concept (POC).
This involved many stakeholders, different languages, and, above all, country-specific requirements. All of this called for a flexible and powerful solution.
Triumph links data from its online store with customer and purchase information from brick-and-mortar stores – collected via a loyalty program and QR codes at the point of sale.
This data must be consolidated and processed in Salesforce so that Triumph can better understand its customers’ purchasing behavior and address them in a personalized manner.
Triumph aims to offer tailored shopping experiences across various channels – including email, WhatsApp, SMS, online ads, and loyalty programs.
This requires an accurate data foundation and the technical expertise to implement it effectively.
Solution
The project success in detail
Salesforce Marketing Cloud offers all the necessary components to efficiently solve Triumph‘s challenges.
Salesforce as Single Source of Truth
With Marketing Cloud, Triumph has access to a central, high-quality database – for a holistic customer journey that seamlessly connects online and brick-and-mortar retail. All relevant systems, including Sales Cloud and Commerce Cloud, are connected to each other.
This allows national subsidiaries and departments to collaborate across processes without having to enter data twice.
Tailored campaigns
Triumph seeks to continually engage its customers with fresh, personalized marketing formats.
Salesfive supports the technical implementation of complex content in the Marketing Cloud – including surveys, gamified product recommendations, abandoned cart emails, and wishlist reminders.
Hyper-personalized user experience
Salesfive enhanced the Marketing Cloud with Marketing Cloud Personalization, allowing Triumph to tailor content, offers, and recommendations to individual users in real time – based on interests and past behavior.
This highly personal approach improves customer experience and boosts conversions.
Scalable Capabilities
The initial project included three user journeys for welcome emails, birthday greetings, and double opt-in communications across twelve countries.
Thanks to its success, Triumph continues to expand with Salesfive, adding new journeys and involving more country teams – enabling efficient automation and a comprehensive view of end customers across multiple markets.
Powerful Analytics
Detailed analytics and reports provide Triumph’s marketing team with a comprehensive view of its customers.
They can identify drop-off points, conversion rates, relevant products, and gaps in communication – while tracking campaign performance in real time.
Data-driven customer journeys
Triumph translates insights from its analytics into action – reaching customers at the right time, in the right place, with the right message. The team uses these insights to optimize ongoing campaigns or develop new ones.
They’re supported by extensive automation and AI features like product recommendations and optimal send times, powered by the Salesforce Einstein 1 Platform.
Company
About Triumph
Triumph is one of the world’s largest intimate apparel companies. It enjoys a presence in over 80 countries with the core brands Triumph® and sloggi®.
Globally, the company serves 20,000 wholesale customers and sells its products in more than 2,300 controlled points of sale as well as via several own online shops.
Beyond delivering high-quality products, Triumph is committed to social responsibility and sustainable practises, firmly believing in making a positive impact on the world.
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