Ashley Furniture Sets Out to Unify the Customer Experience

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Ashley Furniture Sets Out to Unify the Customer Experience


Ashley Furniture Industries, Inc. (Ashley) supplies home furnishings to more than 6,000 retail partners in 123 countries and has more than 750 retail locations worldwide. As the shopping experience has grown more complex—with 79% of shoppers using multiple channels to research products before buying them in-store—Ashley needed a modern, AI-powered CRM platform that could keep pace with customer expectations and support all points of commerce on a global scale.

To this end, Ashley has selected Salesforce Commerce Cloud and Service Cloud to unify customer experiences across all points of commerce, from shopping to fulfillment to customer service.

“Innovation and the desire to continuously improve have been at the foundation of Ashley’s success for more than 70 years,” said Chris Wantlin, chief information officer and chief digital officer at Ashley Furniture. “That’s why we’re undergoing a complete digital transformation with Salesforce. We’re moving to one unified platform for customer engagement to ensure every customer has an exceptional experience with our brand.”

With the solution, Ashley will deliver more intelligent and personalized shopping journeys. Whether shoppers are on the web, mobile, social or in-store, they’ll receive unique content, campaigns, offers and recommendations, based on information such as browsing history and past purchases. Ashley’s customer service agents will get a 360-degree, omnichannel view of every customer, enabling them to easily pick up conversations with customers wherever their last interaction with Ashley left off. As a result, Ashley shoppers will receive a connected experience across every channel and touchpoint. Ashley will also build an in-store clienteling app, putting the power of a unified customer profile in the hands of its salespeople.