When Smythson met The Commerce Team Global – delivering a customer focused solution with Salesforce

Background

Since 1887, when Frank Smythson opened the doors of his first store on London’s New Bond Street, Smythson has been creating pieces that capture life’s unfolding narrative. From bags and accessories to notebooks, diaries, stationery, and home pieces, each is crafted to be a companion to a storied life. Long recognised for its exquisite craftsmanship, Smythson is the proud holder of two Royal Warrants with a rather remarkable clientele both past and present, from European Royalty and the Indian Maharajas to the likes of Katharine Hepburn and Vivien Leigh

Live Site

Brief

The Commerce Team Global began working with the Smythson team at the start of 2023, providing development support. We were required to support Smythson through a Salesforce Commerce Cloud (SFCC) implementation which also integrated Salesforce Order Management System (OMS), Salesforce Service Cloud, Salesforce Customer Service Centre (CSC) and included the redesign of Smythson’s product detail pages.

Challenges

Customer experience was not optimised to its full potential, journey routes and CTAs had room for improvement.
Conversion needed development, with opportunity to improve key areas that played contributing factors.
High bounce rate on product pages.
Speed to market for development and enhanced functionality was slow.
No web documentation or user guides for internal stakeholders including customer service.
No solution for integrating multiple payment methods.

Solution

The Commerce Team Global provided a development team to support the objectives of Smythson as well as implemented bespoke solutions using MuleSoft; a Salesforce company that provides numerous tools, such as the Anypoint Platform, to build automations and integrations for various enterprise use cases. In addition, the team updated and implemented:

GA4
Performance and SEO
Wedding and Book an Appointment/Bespoke Stationery landing pages
Improvements to the Avalara integration
Improvements to the Salesforce OMS platform; notably resolving issues with Payment Links

Impact

A Salesforce multi-cloud solution, leveraging industry leading technology.
Full and transparent understanding of the customer experience from order management to customer service.
Being able to serve customers more effectively
Improved customer experience