How an Online Retailer successfully implemented SMC for the first time

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At a glance


A US-based sportswear retailer needed to integrate and launch Salesforce Marketing Cloud across their different brands in a synchronized digital strategy.

Zigatta resources were engaged for defining and implementing the process for Salesforce Marketing Cloud technical implementation and management of client marketing campaigns.


The main challenge was the integration and launch of Salesforce Marketing Cloud for 3 different brands in a timeframe of 4 months from scratch involving a multicultural team around the world in 3 different time zones.

After finalizing the first phase, additional products needed to be integrated.

The first stage of the solution consisted on:

  • Email Studio set up and template development
  • IP Warm-Ups
  • Email Campaigns and segmentation
  • Marketing Automation
  • Journeys for welcome drips and Abandon Cart
  • Third-party Loyalty API integration
  • Third-party SMS integration
  • Einstein Recommendations
  • Integration with Commerce Cloud for account creation and updates into Marketing Cloud
  • Integration with Salesforce Order Management System and shipping notifications
  • Audience Studio for consent and segmentation for unknown users (Abandon Cart, Category, Search)
  • Social Studio setup
  • Advertising Studio setup
  • Legacy data ingestion and deltas upon launch
  • And, Pop up window integration with Marketing Cloud


The second stage of the project entails Interaction Studio, Datorama and many additional features and integrations to come.

Interaction Studio is arguably the future of digital one-to-one marketing as we are able to serve up a personalized offer to a site visitor based on AI and the customer’s behaviour and purchases.

Datorama will allow us to build robust KPI analysis and reports.

The results of the overall implementation were successful as we managed to complete the goal in the time expected across the three brands.

In terms of man-hours, we spent roughly 3,500 hours for the initial phase. We spent approximately 2,000 hours for phase 2.

This was an enterprise implementation that utilized virtually every aspect of Salesforce Marketing Cloud.