"With Salesforce, we feel confident in the future of our business — even in challenging economic times — because of the increase in customer connection and internal efficiencies we've achieved by consolidating to one, real-time platform," said Art Sebastian, Vice President of Digital Experience, Casey's. "Before Salesforce, we had multiple fragmented marketing systems that did not talk to one another, and had no commonality. When we selected Salesforce, we had the ability to easily organize and unify all of our customer data to communicate in a consistent way, leading to an increase in customer loyalty and less work for our marketers."
Casey's has set a strong foundation to enable its shift toward automated personalization. Since its partnership with Salesforce, Casey's has built a new ecommerce website, launched mobile apps, a loyalty program, and partnered with third-party delivery companies to market directly to all customers engaging through these experiences. Casey's is now sending 200 million personalized messages a month to their subscriber base, specifically tailored to each customer's purchasing history.
Evolving digital experiences has enabled Casey's to re-engage lapsed buyers, influence new loyalty program members to make purchases, and incentivize frequent buyers to make additional purchases.
"As we celebrated Casey's 50th anniversary in 2018, there was a reflection period where we looked in the mirror and asked ourselves how we could remain relevant with our customers for the next 50 years. The answer was to modernize our brand and become a more contemporary version of ourselves," said Sebastian. "Digital was the first expression of the contemporary Casey's and we were smart about choosing Salesforce at the start of our digital transformation journey, which allowed us to future proof our business and consolidate costs."