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SalesForce Marketing Cloud for
Online Retail Store

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Company Background

The customer is an APAC-based Company. It’s exclusively simple footwear items selling. It provides birthday offers, voucher codes, and rewards to regular customers. The customer has an online website and most customers buy products from the online website as well as has other websites also for selling products.




SalesForce Marketing Cloud for Online Retail Store




Implemented integration with SFMC and FTP systems.

Track the email log for the customer, how many customers open the email, and how many customers have not.

Implemented functionality like whenever new customers sign up on their system send an email immediately using the send triggered email API.

Track all contact records from the contact builder and check which are skipped in the subscriber list.

Implement various data extension mechanisms to send emails based on home location code.

Use A/B testing for checking email and their content as well as checking subject into an email, which is the best email from both email templates and sending that email to customers.

Using journey builders to send an email automatically based on schedules like hourly, daily, weekly, monthly, etc.

Worked on automation, trigger email, subscriber list, email content, and API.

Use an installed package with all permissions, roles, and Rest and Soap API for sending an email, creating a subscriber into SFMC. As well as create data into data extension, create folder into a data extension.

Setup an email template with an AMP script for sending email personalized.

SalesForce / Integration Tools used

  • Salesforce Marketing Cloud
  • Some third-party plugins

Team Involvement

  • Jr. SalesForce Developer
  • Sr. SF Developer
  • SalesForce Architect
  • SalesForce Administrator

Project Scope

  • This project is based on Salesforce and it is basically marketing with Salesforce Marketing Cloud and handling customers with marketing cloud.
  • Variance Team has to manage the marketing part and help clients to manage automation, different kinds of mails, and any issue they face in the day-to-day business. Manage their regular customers in the marketing cloud.


  • Define scope document of the project developed by another Team.
  • Challenges in SFMC(SalesForce Marketing Cloud) which didn't allow some functionality like, show 1000 records at a time while salesforce allows only 200 rows at a time.
  • Complex API Integration of website with Marking cloud.
  • Variance Team has to implement new logic based on upcoming requirements.

Project Screens

Project Timeline



Dec - 2020

3 Week

Requirement, Gathering, & Analysis



2 Week

Scope Documentation & Agreement



6 Week

Phase-1 Development & Customization


Mar - 2021

4 Week

Phase-1 Go-Live and UAT


Mar - 2021

3 Week

OnGoing Support

Useful Resources

  • Blog

  • Videos

  • Case Study

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