Personalization that drives conversion: how Triumph reaches its customers with precision
Lingerie manufacturer Triumph is automating and personalizing its marketing to reach customers at every touchpoint – individually, relevantly, and at just the right moment.
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.
This was implemented
Implementation of Salesforce Marketing Cloud
Integration of Marketing Cloud Personalization for highly tailored customer interactions
Ongoing implementation of complex, technically demanding use cases in the Marketing Cloud, such as reply mail management (handling incoming messages), abandoned cart emails, or product recommendations based on survey results
Training employees to independently and confidently use the Marketing Cloud
Technologies
The challenges
Time-critical implementation
Triumph had already begun implementing Marketing Cloud and made initial progress.
To ensure a smooth and timely completion, Salesfive was brought on board as the implementation partner and successfully finalized the project within just two months.
International rollout
The rollout was set to begin in Germany, Austria, and Switzerland, as well as Belgium, Denmark, France, the UK, Italy, the Netherlands, Norway, Poland, and Sweden – with plans to expand globally following a successful proof of concept.
The project involved numerous stakeholders, languages, and country-specific requirements – demanding a flexible and powerful solution.
Online and offline data
Triumph combines online shop data with customer and purchase information collected in-store – through a loyalty program and QR codes at the point of sale.
This data needs to be consolidated and processed within Salesforce to better understand customer behavior and enable personalized communication.
Individualized customer experience
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.
The solution
Salesforce as a Single Source of Truth
With Marketing Cloud, Triumph accesses a centralized, high-quality data source that enables a seamless customer journey across online and offline retail.
All key systems – including Sales Cloud and Commerce Cloud – are interconnected, allowing country teams and departments to collaborate across processes without redundant data entry.
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.
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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