Forum Sport, a chain specialized in the distribution of sporting goods, continues to advance in its digital transformation process with the implementation of Salesforce solutions as a new customer relationship management (CRM) platform. This project represents a decisive step in the company’s strategy to offer a more efficient, connected and customer-oriented service. The implementation of the new management platform optimizes business processes and provides a more personalized experience to its customers.
Personalized customer experience
With this technological evolution, Forum Sport reinforces its ability to centralize customer information, personalize communications and optimize sales and service processes, both in its physical stores and in its digital channels, thus consolidating its omnichannel strategy.
Thanks to Salesforce, Forum Sport will be able to centralize its customer data on a single platform, automate communication flows and apply strategies based on artificial intelligence, enhancing the effectiveness of its actions and offering personalized interactions. Expanded use of Salesforce will allow the company to integrate new advanced analytics capabilities and improve real-time segmentation.
The incorporation of Salesforce Marketing Cloud and its AI capabilities is fundamental to this strategy, allowing Forum Sport to design and automate personalized customer journeys at scale. This platform makes it easy to connect with customers at the right time and channel—whether through email, SMS, push notifications or digital advertising—by determining with artificial intelligence the best sending time and the most relevant content for each individual. This makes it possible to move from mass communication to a predictive and coherent dialogue that fosters loyalty and increases customer lifetime value. Additionally, adopting additional Salesforce capabilities will help optimize campaign tracking and recommendations.
Predictive recommendations
With the integration of Marketing Cloud Personalization (Interaction Studio), Forum Sport takes another step towards hyper-personalization in real time. This technology uses Salesforce’s artificial intelligence engine to capture, analyze and react to customer behavior on digital channels (such as the website or app) the moment they interact. This allows Forum Sport to use predictive recommendations to dynamically adapt content, product suggestions and visible offers for each user, creating a seamless and fully individualized digital shopping experience that improves conversion rate and average order value. Salesforce’s ability to unify data from multiple sources further reinforces this personalization.
“The adoption of Salesforce allows us to improve our customers’ experience and respond more agilely to their needs. This project reinforces our commitment to innovation and to building lasting relationships based on trust and closeness,” says Diego Llorente, general director of Forum Sport.
This evolution allows the company to combine technology and customer knowledge, reinforcing its commitment to innovation as an engine of growth.
For her part, Laura Abarqueo, Regional VP and Director of Service Cloud at Salesforce Iberia, stressed: “Forum Sport is an excellent example of how organizations can rely on technology to offer more relevant experiences to their customers. Their commitment is fully aligned with our philosophy of placing the customer at the center of all decisions. We are happy to accompany them in this new stage and contribute to boosting their growth and their connection with their target audience.”
This project is part of Forum Sport’s digital transformation roadmap, whose objective is to integrate technology in all areas of the business to continue offering a differential and sustainable shopping experience. The incorporation of Salesforce represents a step forward towards a more agile, analytical and people-centered model. This evolution allows the company to combine technology and customer knowledge, reinforcing its commitment to innovation as an engine of growth. Additionally, the expanded use of Salesforce solutions will facilitate continuous improvement of omnichannel strategy and data-driven decision making.
