This YouTube case-study features Guess leaders describing the brand ("young, sexy and adventurous"), its multi‑channel business (retail, wholesale, growing e‑commerce), and past challenges from siloed systems. Guess implemented Salesforce Customer360 to build a single customer view, collect real‑time data, enable analytics and segmentation, and quickly raise conversion rates. Speakers frame Customer360 as central to operations and link the technology investment to longer‑term goals including sustainability and a multi‑decade brand legacy.
Chapters
Guess has a lot of energy and it depicts a lifestyle.
It's a brand for young people, but also very elegant. I don't think that there is a similar brand on the market.
Young, sexy and adventurous. These are the three words that we normally use when we are to define and describe who we are.
Guess is a multi channel company. So we have a big business in retail. We have a big wholesale business. Then we have E commerce business that is growing.
One of the biggest challenges we had was that we were working in a silo. The perception of the E commerce was like it was threatening the other businesses.
We had built a homegrown type of platform that was not necessarily a very dynamic, fast solution.
We are not working anymore to serve the channel. We are working to serve one unique customer.
When you are able to give the customer the perception that there is no distinction between channels, this is the key.
They need to feel that they are special every time that they are coming to us. I push to implement Salesforce because customer centricity is really data centricity. So we need to collect as much data as possible.
Now we have one customer view. Even when the data may come from different places, we have the way to really see it all in one screen.
So now we are able to produce a 360 view of the customer which is encompassing everything. And this is really very powerful.
If you have data in real time, you can start to take decisions in a very fast way.
All those information enable us to start working on analytics and segmentation and looking deeper into customer behavior in a very seamless way.
Salesforce is offering a tool that really works. We start to increase the conversion rate almost from one day to another. You can see the result immediately.
Basically, Salesforce is really committed to make things work and contributing to our success.
To run a successful business, you need the right people, the right vision and the right technology. Salesforce Customer360 is at the heart of everything that we do.
We are not running the company to have a good business next quarter. We are thinking about the next 40 years. For example, we are doing a lot in sustainability. We are thinking about leaving a legacy here where the brand has a life that is going to continue to really make people happy. That's my vision.
