Some of the challenges faced by Casey’s are:

• Casey’s wanted to shift from mass marketing to personalization at scale. It had a lot of customer data both online and offline but it had to unify and generate insights from that data. For that, a single source of truth for customer data was needed.
• The systems they used were not able to scale with the high volume of customer transaction records. They needed a solution that could scale with their business.
• They wanted to use AI to create and activate guest segments and unlock insights to drive an increase in visit frequency and transaction size.

Impact of implementing Salesforce Data Cloud

Casey’s adopted Salesforce Data Cloud to accelerate focus on personalization and drive guest loyalty and business impact. It had the following impact:

• Shifted from mass marketing to personalization at scale y incorporating multiple data sets into a single source of truth
• Focused on personalization to create relevant and familiar experiences for guests, anticipate their needs, and add value to every interaction.
• Created and activated guest audience segments with AI, unlocking insights to drive an increase in visit frequency and transaction size.
• Focused on new ways of working, increasing agility and experimentation leading to scale and impact.

Outcome

• 10 million customer records were ingested.
• The speed of segment creation increased by 30x.
• 1.3 billion customer transaction records were processed.

What we can learn from Casey’s experience

We can learn the following from Casey’s experience:

• Casey’s is a B2C brand and therefore deals with a huge volume of customer data. Salesforce Data Cloud’s scalable solution enables them to ingest millions of customer records
• Personalized marketing was essential for their business. Using the AI features of Salesforce, they could offer their customers personalized offers to increase visit frequency to their stores both online and offline.
• Using Salesforce Data Cloud helped them to make a transition from just another convenience store to a brand that offered great customer experience thereby improving brand loyalty.