BoConcept is a Danish retail furniture chain with more than 265 stores around the world. BoConcept HQ needed to centralise control over their marketing technology, whilst empowering more than 150 franchisees in 66 countries, by giving them the tools to engage with local customers.


Give BoConcept customers a premium retail experience across all channels.


BoConcept would need a 360-degree view of their customers to execute on their ambition. We centralised their CRM and data architecture, connecting and activating data across online and offline channels.

By combining the power of Salesforce Marketing, Community and Sales Clouds, we enabled BoConcept to orchestrate customer journeys globally and create relevant campaign activities locally. We also created a single environment in which they could gain complete insight into their local customers.


  • 150 franchisees now trained to send customer emails
  • Smart integration of the Salesforce Community Cloud enabled franchisees to automate reminders and build effective cycles of engagement, such as newsletters, featuring local content but controlled at a global level
  • A single sign-in dashboard for all activities
  • Advanced welcome journeys received by first-time web visitors to kickstart personalisation, with follow-ups based on click-profiling and affinity scoring

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