Enabled digital transformation of Rutland Cycling with Salesforce Clouds and Microsoft Business Central

The Challenge

Although Rutland Cycling had an operational digital retail platform built on the Citrus Lime Cloud Retail Solution, it was deficient in the omnichannel and customization capabilities required to improve customer and merchandising experiences. Their traditional technology stack lacked the flexibility necessary to enable change as per customer preferences and market trends, which often led to unsatisfactory customer experiences and impacted their brand reputation.

In addition, the outdated retail solution did not offer a consolidated and unified view of their customers to better understand their behaviour and demands. As the brand couldn’t gain insights about their customers, their marketing and promotional strategies were too broad, generic, and not personalized as per a shopper’s interests. This, combined with the slow performance of the platform, its inability to scale as per demand, and the lack of a digital transformation roadmap in place, made it tedious to preserve the most important asset of their business: their customer’s interests, trust, and loyalty.

The Goal

Rutland Cycling was looking for a digital transformation partner who can leverage the competitive capabilities of the Salesforce ecosystem to restructure their digital retail solution, offer consistent and seamlessly integrated customer experiences across the increasing number of touchpoints such as email, live chat, website, apps, social media, physical stores, etc., and offer their extended teams an aggregated view of their customers on one single platform. 

To achieve this goal, our experts integrated and implemented Salesforce Commerce Cloud, Sales Cloud, Marketing Cloud, Service Cloud, and Salesforce Order Management (SOM) to offer a complete, up-to-date profile of every shopper, deliver connected omnichannel customer engagement across the entire business, and enable data-driven marketing decision-making. 

Moreover, our experts employed and integrated the Microsoft Business Central ERP system as the backend to assist with dynamic product pricing, product cataloguing, inventory management, and more. They also facilitated an integration between Business Central and LS Retail to allow all back-office transactions undertaken at the physical stores through the POS (point-of-sale) systems.

All these integrations and implementations were aimed to seamlessly handle nearly all business areas, strengthen online presence, facilitate connection with nationwide consumers, and drive significant growth. After completing Phase 1 of the project, our experts are currently in Phase 2, offering maintenance and support services to the Rutland Cycling team.