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Integrating Revlon’s American Crew Shopify Store with Salesforce Marketing Cloud

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Revlon is the largest and most popular cosmetic brand name in the world. Revlon, Inc. is a multinational corporation offering cosmetics, skincare, fragrance, and personal care products to consumers.

The company has diversified its business portfolio into different brands, each focusing on a different market and each division has its own target customer. One of the brands from Revlon is American Crew, that is targeted for men grooming products.

revlon-brands

American Crew – Official Supplier to Men

American Crew, the leading global Official Supplier to Men™ of superior grooming products, with strong stylists endorsement, to enhance men’s confidence every day. It is the salon brand created specifically for men and the stylists they trust.

home-page-americancrew

In 1994, a stylist named David Raccuglia foresaw a future when men would pay as much attention to their looks as anyone else. And he knew they wouldn’t want to lose their masculinity in the process.

david-raccuglia

Today American Crew is the leading professional men’s grooming brand in the world. Men and their stylists count on American Crew for the latest and best in hair, body, shave and styling products. And for more than 20 years, they’ve delivered it.

Built on Shopify – #1 SaaS E-Commerce

American Crew e-commerce website is using the Shopify platform for managing the online store. Shopify Inc. is a Canadian company headquartered in Ontario.

Apart from its subscription-based proprietary e-commerce service for online stores, it also offers retail POS (Point of Sale) system, mobile apps, and multichannel selling.

shopify-admin-home

Shopify provides a suite of services including payments, marketing, shipping and customer engagement tools to simplify the process of running an online store for all business sizes.

Extending Shopify via. Apps

Although Shopify has lots of in-built tools which are very easy to use and important to manage an online shopping cart. But to further help your business grow, integrate with external services, and add features to your default Shopify admin, you need to install applications from Shopify App Store.

apps-shopify-partners-webkul

From the Shopify App Store, you can install any app on your Shopify store directly to help you launch, grow, and manage your online business better.

Webkul as a Shopify Partner with a 4.2 average rating has listed 30 unique apps for every business need. You can also visit Webkul Store to find all the apps available for Shopify.

There are many popular apps for Shopify such as – Multi Vendor Marketplace, Wallet Management, UVdesk Helpdesk, PWAfy – Mobile App, and many more.

The paid Shopify apps have a monthly fee, a one-time fee, or a fee every time you use it. Most paid apps also offer a free basic plan or a free trial period so you can try the app before purchasing it.

Marketing American Crew

For every business, marketing activities are required to increase the incoming traffic and converting casual visitors into customers. American Crew is using Marketing Cloud for managing all the customer touchpoints from all channels.

Besides improving the SEO (which is crucial) to find your listing on a search engine, you need to run marketing campaigns, promote on social media, send newsletter emails, push notifications, and run ads.

What is Marketing Cloud?

Marketing Cloud (a product by Salesforce) offers digital marketing automation, analytics software, and services.  Salesforce Marketing Cloud has integrated solutions for email, mobile, social, web personalization, advertising, content creation & management, and data analysis. It also offers consulting and implementation services.

Salesforce Marketing Cloud

Marketing Cloud software is sold primarily on a multi-year subscription basis. The price of the subscription is based on what features are enabled, the number of users and level of customer service.

Synchronizing Customer Data

Continuous interaction with the customer is important to keep the revenue flow incoming. Whenever an order is placed on American Crew website, all the customer details like email, address, and order details are stored.

Jason Kim

Greater New York City, USA

Jason Kim, D2C Ecommerce Manager, Revlon Inc. was looking for a solution where all the customer data can be in-sync with the Marketing Cloud. Shopify does allow import/export of customer list using CSV file which can be opened in any spreadsheet editor like Google Sheets.

csv-sheets-example-shopify-american crew

But this manual process consumes a lot of time, mistakes may happen during formatting or converting CSV to another format. Also, it cannot be automated or updated on a real-time basis. For this reason, Jason and his team tried out Webkul’s eShopSync for Shopify.

eShopSync – Integrating E-Commerce to CRM

The need for CRM is expanding in order to take a forward view of business with improved customer intimacy. In this order, eShopSync (a product of Webkul) offers a next generation application to extend the limits of eCommerce to other tools.

american crew-eshopsync

Provided, in collaboration with many eCommerce platforms like CS-Cart, Magento, VirtueMart, Opencart, Shopify, WooCommerce, etc. eShopSync allows you to synchronize your products, categories, orders, and customers from your online store to Salesforce, SAP, and Marketing Cloud.

This magnificent application puts your eCommerce store not only in the reach of CRM benefits but also helps to gain more revenue and customer satisfaction.

Shopify Integration with Salesforce Marketing Cloud

eShopSync is also available for the Shopify platform that offers a unified synchronization between Shopify & Marketing Cloud. With this Shopify app you can export:

  • Customers as Subscribers
  • Product catalog
  • Sales orders
  • Abandoned carts details

american crew-marketing-Cloud-Integration-by-eShopSync-_-Shopify

Managing Subscribers from Multiple Business Units

In Salesforce, a subscriber is a person who has opted to receive communications from your organization. You must have a valid email address for each subscriber who receives emails.

On Marketing Cloud, you can track additional information about subscribers using profile and preference attributes. Further, you can create lists or data extensions to store your subscribers and design personalized marketing campaigns.

While testing the eShopSync app, Revlon technical team needed some help in setting up the configuration and understand the app workflow completely. Since the company manages multiple business units, multiple subscribers list syncs in Marketing Cloud.

5/5 Review

In the end, after resolving all the queries and doubts, we requested Jason to share his views about eShopSync and how Webkul helped him in integrating American Crew with Marketing Cloud.

You can find the review – https://apps.shopify.com/marketing-cloud-integration#reviews

“We’re a billion dollar publicly traded company and have launched several eCommerce sites through the years. We needed a solution to integrate Shopify with Salesforce Marketing Cloud and this app offered an easy solution.

We encountered issues, reached out to the App Vendor for support and they worked tireless to diagnose our problem and resolved our issues before launch. I would definitely rate this as one of the best for SFMC.

Thanks for the great app and support!”

Jason Kim

Greater New York City, USA

References

Disclaimer – Please note all the images and content used in this article belongs to their respective copyright owners. If you have any issues or complains related to this article, please send us an email to support@webkul.com

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