Solving Data Fragmentation Challenge for Europe's Largest Retail Company
Executive Summary
Rialtes enabled the client to unify fragmented customer, transactional, and behavioural data across multiple European markets into a centralised intelligence layer using Salesforce Data Cloud. By integrating this unified data foundation with Salesforce Marketing Cloud, they achieved real-time, personalised customer engagement — driving measurable improvements in cart recovery, campaign conversion, and customer reactivation.
Reduction in Cart Abandonment Rate
Uplift in Campaign Conversion
Increase in Inactive Customer Reactivation
Unified Customer Profile Across Europe
Client Profile
Our client is a globally recognised direct-selling cosmetics and skincare company, founded in 1963 . Operating across multiple European markets, they functions as a large-scale B2C organisation with a broad and highly active customer base engaging primarily through digital commerce channels.
The organisation's digital footprint spans several interconnected platforms, including a B2C commerce platform, Salesforce Core (CRM), Google Analytics for web and behavioural insights, and Salesforce Experience Cloud for customer-facing engagement. With high volumes of web traffic and transactional activity across regions, they operate a sophisticated digital commerce ecosystem — one that, before this engagement, was generating vast amounts of customer data with limited ability to unify or act on it in real time.
The Challenge
Our client’s digital growth was constrained by a fragmented data landscape. With customer, transactional, and behavioural data siloed across separate platforms and geographies, the organisation was missing the unified intelligence needed to power effective marketing and drive revenue. Key challenges included:
Business Challenges
- No unified customer view across regions
- Ineffective campaign targeting due to data gaps
- Revenue leakage from unresolved cart abandonment
- Inability to re-engage inactive customers at scale
- Missed opportunities from rich browsing behaviour signals
Technical Challenges
- Disparate data sources across B2C, CRM, and analytics
- No centralised platform for identity resolution
- Browsing and checkout data not activated for marketing
- No real-time triggers for personalised outreach
- Separate regional systems create inconsistent customer records
Our Solution
Rialtes designed and implemented an integrated Salesforce Data Cloud + Marketing Cloud solution to unify, activate, and operationalise our client’s customer data across all touchpoints.
Data Aggregation & Ingestion
- B2C Commerce: Orders, abandoned cart data, checkout events, and customer profile data
- Salesforce Core (CRM): Customer master records and engagement history
- Google Analytics: Browsing history, user behaviour patterns, and session-level signals
- All data streams consolidated into a single Salesforce Data Cloud instance
Unified Customer Model — Customer 360
- Identity resolution performed across all integrated systems
- Single unified customer profile built by combining transactional, behavioural, and CRM data
- Profile spans all European markets, ensuring consistent customer recognition
Intelligence & KPI Framework
- Cart abandonment indicators and checkout drop-off signals
- Customer inactivity flags for reactivation triggers
- Browsing intent-based KPIs for contextual product promotions
- Dynamic audience segments created for real-time marketing activation
Activation via Marketing Cloud
- Data Cloud insights integrated directly with Salesforce Marketing Cloud
- Automated triggered campaigns: abandoned cart offers, inactivity reactivation, browse-based promotions
- Real-time personalisation powered by live behavioural signals
Implementation
The implementation followed a structured five-phase approach designed for scalability across our client’s multi-region footprint:
& Identity Resolution
Segmentation Layer
Optimisation
Benefits & Outcomes
The Salesforce Data Cloud implementation delivered measurable business outcomes across the full customer lifecycle:
| Outcome Area | Quantifiable Impact | How It Was Achieved |
|---|---|---|
| Cart Recovery | ~25% reduction in abandoned cart rate | Real-time triggered offers delivered within minutes of cart abandonment |
| Campaign Conversion | S~30% uplift in conversion rates | Precision targeting via unified behavioural + transactional profiles |
| Customer Reactivation | ~40% improvement in win-back rate | Automated reactivation journeys for dormant customers identified by inactivity flags |
| Personalisation | 100% of campaigns are data-driven | Browsing history and behavioural KPIs powering contextual product promotions |
| Data Foundation | Single Customer 360 profile | Scalable platform ready for AI-driven recommendations and predictive analytics |
| Operational Efficiency | Unified view across all EU regions | Eliminated data silos across B2C, CRM, and analytics systems |
Beyond the immediate metrics, they now have a future-ready data foundation capable of supporting advanced AI-driven recommendations, predictive churn modelling, and next-best-action capabilities as its digital maturity continues to grow.
“Rialtes helped us transform fragmented data into a unified intelligence layer that now drives every customer interaction across Europe. The impact on conversion and reactivation has been significant.”
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