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Streamlined Messaging Systems
Enhance BOPIS Experience

Summary

Zion & Zion modernized our client's BOPIS messaging system by migrating from Microsoft Dynamics 365 to Braze, effectively addressing challenges with dynamic content management and expanding communication channels to include SMS and email. This migration improved customer experience by ensuring timely, secure, and efficient communications, solidifying the brand's reputation for convenience and customer satisfaction.

Our Role

  • Data Strategy
  • Compliance Management
  • Data Science and Analytics
  • Data Migration

Summary

Zion & Zion modernized our client's BOPIS messaging system by migrating from Microsoft Dynamics 365 to Braze, effectively addressing challenges with dynamic content management and expanding communication channels to include SMS and email. This migration improved customer experience by ensuring timely, secure, and efficient communications, solidifying the brand's reputation for convenience and customer satisfaction.

Our Role

  • Data Strategy
  • Compliance Management
  • Data Science and Analytics
  • Data Migration

Background

A prominent retail chain specializing in western wear, aimed to modernize and streamline their messaging systems for their Buy Online Pick-up In Store (BOPIS) service to meet the growing consumer demand for choice, accessibility and flexibility in order fulfillment. Shoppers increasingly seek the ability to complete purchases or make returns quickly and efficiently, making a robust BOPIS system essential.

Historically, the brand utilized Microsoft Dynamics 365 (D365) to manage communications related to online orders and in-store pickups. However, the platform’s limitations in flexibility and user experience led them to seek a more robust solution. They decided to migrate their messaging to a comprehensive customer engagement platform, to enhance their communication efficiency and user experience.

Challenge

The company faced challenges with managing disparate communications channels, having outgrown their initial solution. This made it difficult to manage dynamic content, such as clickable links for phone numbers and order tracking URLs. Additionally, they sought to expand their communication channels to include SMS as well as email, while ensuring efficient management of customer preferences and compliance settings.

Solution

Our comprehensive strategy encompassed several key initiatives to address their challenges and enhance their BOPIS service:

Migration

We migrated all messaging events from D365 to the customer engagement platform, consolidating messaging operations into a single platform. This integration with Salesforce Commerce Cloud (SFCC) and Boomi ensured a smooth flow of data and events across systems.

Enhanced Messaging Logic

We developed logic to reduce redundant messages by grouping items with the same tracking number and delivery mode into a single notification. This approach improved content clarity and usability by removing unnecessary repetitions and ensuring relevant information is concise and accessible.

Dynamic Features and User Interaction

We added dynamic links in emails and SMS, allowing users to click on phone numbers to call and order URLs to check their order status directly from their messages. Enhanced store detail links were also implemented to direct users to specific store pages, providing detailed information and improving the user navigation experience.

Subscription and Compliance Management

We implemented a REST API solution to handle subscription statuses, allowing users to manage their preferences through the web UI, including subscribing, unsubscribing, and double opt-in flows. A double opt-in system was developed where users received a confirmation SMS after opting in, ensuring compliance and confirming user intent. Additionally, logic was added to handle opt-in reminders, sending users a reminder SMS if they hadn’t completed the double opt-in process within a specified timeframe.

Security Enhancements

We incorporated order tokens in links to ensure secure access to order information, preventing unauthorized access. This measure safeguarded user data and provided a trustworthy service.

Operational Efficiency

We created a robust canvas flow for handling SMS messaging, ensuring efficient and timely communication based on user interactions and preferences. This approach streamlined operations and improved the overall user experience.

Outcome

With the migration to the new platform, the company significantly enhanced their customer experience, which remains the North Star of their business strategy. Customers now receive timely and appropriate communications at priority touchpoints, ensuring a seamless shopping experience. This improvement has solidified their reputation as a preferred destination for western wear, with a customer-centric approach that prioritizes convenience and satisfaction at every stage of the shopping journey.

 

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