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Technology, Media & Telecommunications

Canadian tobacco co. builds a unified consumer platform on Salesforce

Context

A Canadian manufacturer and distributor of tobacco products with two distinct consumer brands needed to replace a fragmented operating model with a single connected Salesforce platform. Loyalty program data sat in a third-party platform with no feed into the CRM, device rentals and referral payments were managed by hand, and there was no single view of the consumer across either brand. Customer communications ran manually, subscription and auto-delivery management required direct team involvement, and the marketing team had no infrastructure to run campaigns at pace across both product lines. 

Value Created

360-degree
view of customer interactions across two distinct product lines
Increased
campaign visibility across entries, wins, and channel origin
Higher
customer satisfaction index and measurable ROI uplift
FIFA 26
activation launched in under a month on a reusable framework

People

VALUE LEVERS 

  1. Sales Cloud unified with loyalty activity, opt-in preferences, and referral data 
  1. Service Cloud agent visibility into customer loyalty journeys 

HOW WE DID IT 

  • Integrated the third-party loyalty platform with Sales Cloud via bulk APIs, syncing loyalty activity and user opt-in preferences so sales teams have full customer context at point of contact without leaving the CRM 
  • Built Service Cloud LWC and iframe components that surface loyalty dashboards directly to customer service agents, giving them visibility into each customer’s loyalty journey without switching systems 
  • Deployed a platform solution with T/P system integration, a new Salesforce data model, and process automation to track, manage, and report on referral payments across both brands 

Process

VALUE LEVERS 

  1. Marketing Cloud consumer journeys covering the full device lifecycle 
  1. Communication preference management and subscription automation 
  1. FIFA 26 rewards program on Marketing Cloud with reusable campaign architecture 

HOW WE DID IT 

  • Fed loyalty data into the Salesforce CRM data model to power targeted Marketing Cloud communications, closing the loop between loyalty behavior and outbound engagement 
  • Built Marketing Cloud customer journeys covering the full device lifecycle across rental extension, purchase, and return, with data syncing back to Salesforce for analytics 
  • Implemented communication preference management alongside subscription and auto-delivery automation, reducing manual handling across the customer lifecycle 
  • Built a configurable FIFA 26 rewards program on Marketing Cloud using an event-driven architecture triggered by user action, integrating a third-party game platform within the existing framework 
  • Automated win-outcome volume testing with AccelQ and packaged the rewards feature as a reusable Marketing Cloud component available for future campaign activations 

Technology

VALUE LEVERS 

  1. MuleSoft and bulk API integration layer across Sales, Service, and Marketing Cloud 
  1. Community Cloud environment for digital engagement and customer acquisition 

HOW WE DID IT 

  • Implemented Salesforce Sales, Service, and Marketing Cloud as the backbone of a unified consumer experience, replacing fragmented processes across both product lines 
  • Built digital engagement channels, UI automations, and a Community Cloud environment to support lead conversion, nurturing, and customer acquisition across new and existing customers 
  • Developed custom business logic for device management and order tracking, and integrated the billing system to execute charges based on each customer’s journey decision 
  • Integrated the full platform via MuleSoft and bulk APIs, connecting the third-party loyalty platform, billing system, and Salesforce data model into a single coherent operating environment 

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