Leading UK retailer grows business in-store and online with cloud-based integration solution from MuleSoft

The company, a top 4 food retailer in the UK, was operating in a fiercely competitive retail market and needed innovative ways to drive in-store revenue while also expanding into new product categories and channels on the web. After acquiring an online baby retailer in 2011, the company had a high performing online channel along with new customers in the higher margin baby product category. To capitalize on this new channel and customer base, the company expanded the baby brand to a new series of retail superstores while looking to integrate these customers into the brand experience at their existing grocery stores. However, customer and product data were stored in multiple databases, an IBM Unica marketing automation platform, and an Avaya call center platform. The middleware manager and his team made the strategic decision to consolidate a single view of the customer in Salesforce to run multi-channel marketing programs across brands.

The customer is a FTSE 100 company and a top 4 food retailer in the UK. The company operates in a competitive retail market and was looking for innovative ways to drive in-store revenue while also expanding into new product categories and channels on the web. The company had recently acquired an online baby retailer, which provided them with a high performing online channel and a new customer base in the higher margin baby product category. The company has over 100,000 employees and an annual revenue of over £18 billion.