Doppelgänger boosts online sales 720%

Boutique staff use Salesforce’s Order Management System (OMS), with its simple intuitive interface, to efficiently manage stock. Commerce Cloud connects in store and ecommerce sales, allowing a centralised view of orders and optimising the stock replenishment to stores with better demand predictions based on granular data gathered across all sales channels. 

The OMS-ecommerce integration further expands shopping options with “endless aisle” technology, sending out-of-stock items directly to customers. In store, Einstein AI suggests personalised items at checkout, driving impulse buys based on individual preferences.

Leveraging rich customer data, Doppelgänger uses Marketing Cloud to automate large-scale, personalised promotional campaigns (15 million messages in the period) and create targeted email journeys. 

A welcome experience, powered by Marketing Cloud and Commerce Cloud, is immediately activated upon a new customer’s first purchase – with an email and personalised, time-limited coupon encouraging them to buy again on any channel. Thank you messages are issued immediately after a purchase is made either in store or online. It’s an effective strategy, generating a 57% email open rate and 7.7% conversion rate for offers.

To create more engaging online experiences, a virtual fitting room app, Marlene, allows customers to “try on” clothing, enhancing their profiles with data such as measurements and items of potential interest.

Commerce Cloud Einstein is used to personalise the arrangement of products in the ecommerce storefront, based on individual customer preferences, cross-channel sales trends, and current stock availability. As a result, cart conversion rate is now above 21% and Einstein predictive AI suggestions have brought in €400,000 in revenue in 2023 alone. 

The entire transaction is managed by Commerce Cloud, with simple and secure payment via Salesforce Payments and prompt delivery thanks to integration with Amazon Shipping. Deliveries are also made on Saturdays and Sundays, as expected for  an “affordable luxury” brand.

Data-driven decision-making, omnichannel campaigns, and agile tests have helped Doppelgänger successfully launch a womenswear line, expanding its original offering which targeted men. 

Using Marketing Cloud to survey women already in the database and Commerce Cloud for sales testing campaigns, Doppelgänger launched a debut capsule collection online - quickly gathering feedback on what was working and fine-tuning the collection and marketing before shipping to stores.

The versatility of Doppelgänger’s omnichannel business model makes it possible to compensate franchisees for fulfilling ecommerce orders. In November 2023 alone, the company’s earnings exceeded the revenue for the year 2020.