About the Customer
Ashley Furniture Industries, Inc. (Ashley) is the largest furniture manufacturer in the United States and one of the largest in the world. Established in 1945, Ashley offers one of the industry’s broadest product assortments to retail partners in 123 countries.
Scope and Challenges
After implementing Microsoft Dynamics AX in early 2017 as their ERP solution Ashley has had troubled times with existing Sitecore product for eCommerce (Sitecore Experience Platform). The main problem was major business issues of downtime and poor system performance at checkout on the e-commerce site, both of which led to lost revenue opportunity.
As the shopping experience has grown more complex — with 79% of shoppers using multiple channels to research products before buying them in-store — Ashley needed a modern, artificial intelligence-powered CRM platform that could keep pace with customer expectations and support all points of commerce on a global scale.
Outcome and Implications
At the end of 2017, they selected Salesforce Commerce Cloud and Service Cloud to unify customer experiences across all points of commerce, from shopping to fulfillment to customer service onto the Demandware platform with the help from Fusion Alliance, an IT service management company.
With Commerce Cloud, Ashley will deliver unique content, campaigns, offers, and recommendations, based on information such as browsing history and past purchases of consumers. Using Service Cloud, Ashley's customer service agents will get a 360-degree, omnichannel view of every customer, enabling them to easily pick up conversations with customers wherever their last interaction with Ashley left off. Ashley will also leverage the Salesforce Platform to build an in-store clienteling app, putting the power of a unified customer profile in the hands of its salespeople.
"Innovation and the desire to continuously improve have been at the foundation of Ashley's success for more than 70 years," said Chris Wantlin, chief information officer and chief digital officer at Ashley Furniture. "That's why we're undergoing a complete digital transformation with Salesforce. We're moving to one unified platform for customer engagement to ensure every customer has an exceptional experience with our brand."
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