STORES Magazine - September 2017 - 40
How Stonewall Kitchen boosted sales and reengaged customers
by KAREN KROLL
fter starting out of a farmers market in
New Hampshire in 1991, Stonewall
Kitchen has grown to become an
international specialty foods retailer with
more than 450 products and a team of
What it didn't have, until recently, was
an updated online presence.
"We had a pretty antiquated website,"
says Janine Somers, director of
marketing and direct-to-consumer sales
for the company based in York, Maine.
It lacked mobile capabilities and the
company was unable to conduct in-depth
What's more, the previous site had
been custom-built, which made it
difficult to update. If a developer left,
their replacement wouldn't know how
the site was built. "We had a really
tough time maintaining it," Somers says,
"let alone updating it."
When it came time to re-do the site,
Stonewall Kitchen also decided to shift
from a custom system to an out-of-thebox system hosted in the cloud to take
advantage of the automatic updates a
cloud system would provide.
Stonewall Kitchen's search
led the company to
Commerce Cloud and
com, a provider
STORES September 2017
management systems. Commerce
Cloud enables retailers to connect with
consumers online and via mobile sites,
social media, ecommerce marketplaces
and physical stores, says Rob Garf, vice
president of industry strategy and insights
"What we provide is a digital commerce
platform," he says.
Einstein Analytics, which officially
launched this June, adds a layer of
artificial intelligence to the analytics
workflow. "It's not just access to
information, but predictive analytics,"
Garf says. With it, companies can deliver
more predictive, personalized customer
experiences without having to employ an
army of data scientists.
A COLLABORATIVE EFFORT
Stonewall Kitchen signed up for
Einstein before it launched. "We included
it in our contract because we knew it
was going to be really important for our
upcoming strategy," Somers says.
The buildout of the new site took
between six and eight months; it launched
in March 2016.
Because Salesforce has been cloud-based
since its inception, it's able to costeffectively scale up and down, Garf says,
so retailers of all sizes can leverage it. "It
works for any consumer brand that wants
to control the digital experience."
Users can tap into Salesforce's broad
network of technology partners to assist
in their implementations. Implementation
times for ecommerce sites with Commerce
Cloud are roughly one-third faster than
with many competitors, Garf says, citing
research conducted by Salesforce and
Salesforce customers don't have to build
their own infrastructure and can leverage
technology partners that have pre-built
integrations. The system integrates with