How a Consumer Goods Company Unified Nine Brands Into a Single Customer View With Salesforce

A fast-growing personal care company operating multiple direct-to-consumer brands struggled with disconnected customer data, inconsistent marketing, and limited cross-brand visibility. Blackmore delivered a complete Salesforce transformation - unifying sales, marketing, and ecommerce data from nine separate websites into a single, intelligent platform powered by Sales Cloud, Marketing Cloud, and Data Cloud.

Consumer Good

Industry: Consumer Goods / Personal Care

Products Used: Sales Cloud, Marketing Cloud, Data Cloud, Custom Development

Challenge

The company managed nine distinct brand websites, each with its own customer records, order history, and marketing lists. None of this data was integrated, making it nearly impossible to understand purchasing behavior across brands or identify high-value customers. Marketing teams operated in silos with fragmented lists and no centralized engagement strategy.

Leadership lacked a holistic view of customer lifetime value, repeat purchasing patterns, or cross-brand opportunities. Without a unified platform, the company was missing substantial growth potential - especially in upsell, retention, and multi-brand customer journeys.

Solution

Blackmore integrated customer and order information from all nine brand websites into Salesforce, creating a true 360-degree customer profile. Using Data Cloud, we harmonized and unified records across ecommerce platforms, ensuring clean identities, accurate order histories, and a consolidated view of engagement across every brand.

Marketing Cloud was then connected to deliver targeted, data-driven communication.

With unified customer profiles, segmentation became significantly more precise - enabling personalized campaigns, loyalty messaging, retargeting, and intelligent cross-selling between brands. Custom development tied together ecommerce flows, marketing journeys, and CRM data, creating a seamless ecosystem that the entire organization could leverage.

Impact

For the first time, the company can see exactly how customers interact with each brand, what they buy, and how they move across product lines. Marketing teams gained access to unified segments, automated journeys, and real-time data that fuel high-performing campaigns and measurable ROI.

With consistent profiles and cross-brand insights, leadership can now identify top customers, optimize their product mix, and make smarter decisions about promotions and brand strategy. The unified Salesforce platform has become the backbone of the company's growth engine - supporting targeted marketing, higher retention, and significantly stronger customer lifetime value across all brands.