Market Overview

Nucleus Research ROI Award Winner Rack Room Shoes Achieves 777% ROI with Salesforce


Deployment expands, customizes and unifies marketing campaigns,
increasing productivity and revenue

Rack Room Shoes and Off Broadway Shoe Warehouse, a retailer supplying a
variety of shoe styles for men, women and children online and in
brick-and-mortar stores, achieved 777% ROI deploying Salesforce
Marketing Cloud with payback in two months and an annual average benefit
of approximately $11 million, according to a study
by Nucleus Research.

Headquartered in Charlotte, NC, Rack Room Shoes sell shoes online and
via a network of 500 brick-and-mortar locations across the United
States. Looking to transition away from a third-party vendor to manage
digital marketing campaigns, the company sought a solution that would
provide more visibility and reduce costs while increasing the number of
campaigns that could be managed.

"By investing in Salesforce Marketing Cloud, Rack Room didn't need to
invest in additional training as employees were capable of becoming
accustomed to the product quickly having used other Salesforce products
in the past. When selecting a new marketing solution, it can pay
dividends to invest in a vendor with which the company's employees are
already familiar with," said Rebecca Wettemann, VP of Research at
Nucleus Research.

Central to the company's selection of Salesforce Marketing Cloud
included e-mail marketing and lifecycle management features. The new
deployment also enabled Rack Room to engage multiple channels via
e-mail, text and push notifications with a greater level of scalability
and customization. Automation helped to increase the frequency of
marketing campaigns as the customer in-store rewards program was further

Nucleus quantified the initial and ongoing costs of software
subscription fees, e-mail address fees, consulting and personnel time to
implement and support the application on an ongoing basis over a 3-year
period. Benefits were quantified using revenue, profit margin, and a
multiplier to attribute increased earnings directly to Salesforce
Marketing Cloud.

See the full report and further benefit details at:

For more information on the Technology ROI Awards, please visit

About Nucleus Research

Nucleus Research is a global provider of investigative, case-based
technology research and advisory services. We deliver the numbers that
drive business decisions. For more information, visit or follow us on Twitter @NucleusResearch.

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