Data Cloud + Marketing Cloud Delivers +28 NPS Points for Pan-India Retail Group (220 Stores)
Retail & CPG
220 stores, 1.2M customers
Data Cloud, Marketing Cloud, Loyalty
6 months post-go-live
The Challenge
This pan-India retail group operated 220 stores across 18 cities with 1.2 million loyalty programme members. Despite the scale, their customer data was fragmented across three systems: a legacy loyalty platform, their e-commerce platform, and Salesforce CRM. The marketing team had no unified view of customer behaviour — a customer who bought in-store on Monday could receive an email on Tuesday promoting a product they had already purchased.
Marketing campaigns were batch-and-blast: the same email to all 1.2 million customers, regardless of category preference, purchase recency, or loyalty tier. Email unsubscribes were rising. NPS was stagnant. The CMO needed a clear path from data fragmentation to personalisation at scale.
What WarpDrive Did
WarpDrive architected a Salesforce Data Cloud implementation that unified customer data across loyalty, POS, e-commerce, and CRM into a single customer profile — updated in near-real-time as transactions occurred. Identity resolution merged the 1.2 million loyalty records with e-commerce accounts, consolidating what had appeared to be 1.8 million records into 1.2 million verified individual profiles.
On top of Data Cloud, Marketing Cloud journeys were rebuilt from scratch: triggered by real purchase events, RFM segments from Data Cloud, and lifecycle stage (new customer, lapsing customer, VIP tier). The email send-time optimisation and subject line testing framework was configured to continuously improve on the baseline.
A WhatsApp Business integration added a high-engagement channel for transactional messages and personalised offers for the top 20% of customers by lifetime value.
The Results
Within 6 months of go-live: NPS improved by 28 points — driven primarily by the elimination of irrelevant communications and the addition of timely, contextual messaging. Email click-through rate tripled as personalised subject lines and content replaced generic campaigns. Repeat purchase rate increased 18%, attributed to the re-engagement journeys for lapsing customers that now triggered automatically based on recency signals from Data Cloud.
“The CFO angle sold it for us. Fixed fee, written ROI framework, and they actually hit the numbers. Our Salesforce investment went from a line-item debate to a board-level growth story.”
— CEO, Pan-India Retail Group
Could Personalisation at Scale Work for Your Retail Business?
Book a free Data Cloud and Marketing Cloud assessment. We will assess your current data estate and outline what unified personalisation would look like for your customer base.
