Fenwick takes step forward with e-tail plans

By

Sandra Halliday

Published
Jun 14, 2018

CRM specialist Salesforce announced Thursday that UK department store chain Fenwick has selected its Commerce Cloud, Marketing Cloud and Service Cloud to deliver new digital shopping experiences.

But what’s particularly significant about this is that it means Fenwick is finally moving on with its stated goal of beginning e-commerce sales soon.

The retailer, which has been trading for 135 years and has nine stores in Britain, has struggled to ignite meaningful sales growth in recent years as the market has increasingly shifted online.

While Primark has prospered despite not having an e-store, for many other retailers (and especially department stores), online is the one channel showing growth.

Salesforce said that “Fenwick needs to be able to support all points of commerce and service across multiple channels. The new e-commerce platform and personalised experience powered by Salesforce will help the British retailer meet the expectations of today's connected and digitally savvy customers.”

Meanwhile, Fenwick’s digital director Kate Smyth said the new development will help the company continue to offer customers “an experience that is unique and tailored to the local market,” but through digital channels.

The companies said that shoppers will be able to access Fenwick across multiple devices and it will be able “to deliver unique content, offers and recommendations.” And with the Marketing Cloud aspect of the product, it will also create and send “personalised and relevant communications for each customer, using intelligent customer journeys.”

Service Cloud will also offer shoppers access to “improved personalised and connected customer service experiences across multiple channels including phone, email, social and webchat.”