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Annex Cloud features e.l.f. Cosmetics at inaugural Lunch + Loyalty Event in Chicago

We at Annex Cloud had such a great time at Salesforce Connections! It was great to see so many brands and featured vendors discuss topics of thought leadership in the eCommerce industry. Annex Cloud had the honor of co-hosting a Lunch + Loyalty event with our client e.l.f. Cosmetics at Soho House Chicago where our panel of experts shared industry insights with a room full of eCommerce and industry professionals.

Our panel included Ekta Chopra, Chief Technology Officer at e.l.f. Cosmetics, Kristin Bell, Regional Vice President at Salesforce, and Maciek Gorzkowski, Vice President of Customer Success at Annex Cloud. The discussion was moderated by Jeana Gentile, Director of Strategic Alliances at Annex Cloud.

The main topic of our Lunch + Loyalty Event revolved around how e.l.f. Cosmetics is continuing its reign as a digital disruptor in the eCommerce space by transitioning from retail stores to a 100% eCommerce strategy.

“What we are doing is bringing our focus back on-brand and making it all about the consumer. We enjoy learning about our customers and making every experience relevant for them,” mentioned Ekta Chopra, Chief Technology Officer at e.l.f. Cosmetics. “It’s not just about getting points anymore, it’s about building a deep relationship with them.”

e.l.f Cosmetics chose Annex Cloud and Salesforce to help them with this transition as they knew a marketing and operations overhaul of this caliber required the right strategic partners. Through an integration with Annex Cloud for loyalty and Salesforce Commerce Cloud, e.l.f. Cosmetics is optimizing the customer experience.

“At Salesforce, we’re really proud of the way that we can put the customer at the center of all the touchpoints we need to have with the customer,” said Kristin Bell, Regional Vice President of Salesforce. “So what we’re really looking to do is partner with brands like e.l.f. and with Annex Cloud to build a strategic ecosystem to better those relationships.”

Among the many loyalty programs e.l.f. Cosmetics chose from, Annex Cloud’s customizable and unique solution rose to the top. By implementing a customized loyalty program with the Native Receipt Scanner, e.l.f. is still able to promote their customers to third-party retailers to purchase products. This integration makes e.l.f. Cosmetics’ loyalty program important now more than ever and allows them to learn more about their consumers.

“We just want to know our customers better, right? What other products are they interested in? How can we complement our products? With our Native Receipt Scanner, we’re able to use that data to learn a lot about what they like,” said Maciek Gorzkowski, Vice President of Customer Success at Annex Cloud.

By creating a unique loyalty experience for their consumers, e.l.f. Cosmetics will be able to better retain their attention for future purchases.

Thank you Salesforce for advocating our mutual integration with e.l.f. and participating in our panel discussion. Have more interest in how Annex Cloud found a unique solution for e.l.f. Cosmetics? What the full panel discussion of the Lunch + Loyalty Event. And if you have any questions about your brand’s loyalty solution, talk to Annex Cloud today.




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