When the temperature heats up it’s important to stay cool. Many companies have products to help us do this but one of the more effective brands out there is the cool and calm YETI, which produces ice chests, soft coolers, and vacuum-insulated and stainless steel drinkware.
The fast-growing company has a simple objective: to design and sell the best cooler for serious outdoor enthusiasts. It has yearly revenues of around $450 million.
YETI truly hit the ground running when it launched around 15 years ago. It meant scaling at a rapid pace, growing its distribution channels and broadening its product catalog. Yet this also means being aware of the limitations of the current tech and realizing when to upgrade and replatform.
“You never want to be a spectator of your growth curve,” said Matt Reintjes, YETI’s CEO. “But make sure that you always stay true to who you are.”
This has meant delivering the same personalized experience that the company gave when it first started. At a certain time, its sales team grew into the hundreds but YETI realized that it was proving a challenge to keep up with its customer order histories as well as other customer information – which it was holding thanks to a stack of separate systems and spreadsheets.
Silos appeared and grew, meaning that managers couldn’t see what their teams were doing and whether they needed extra support and resources.
It was at this point that the leadership of YETI decided to tap into the unbridled digital powers of Salesforce including Salesforce Commerce Cloud – and specifically to enhance the visibility of its sales, services, and marketing processes. Now, with Salesforce, YETI has a single database of customer information that is updated in real time. “Salesforce lets us have a multipronged approach to engage both consumers and our customers,” said Matt.
In the last two years, it has scaled to support the quick growth of the company. Its revenues have exploded by 900%.
In addition, YETI can now manage its partners and customers with automation capabilities on the platform, such as email communications, invoices, order confirmations, shipping notifications.
In the back-end system, YETI can synchronize all data in real time while its sales reps are able to use mobile to access account information from anywhere. In the meantime, it can boost customer loyalty by personalizing the journey of each customer based on their past order history and other wants.
Within the space of two years, YETI saw its revenue go from $50 million to $450 million. Now, while the company looks for new ways to grow, they know that with Salesforce Commerce Cloud they have the capabilities to scale seamlessly.
Having increased visibility of customer information, Salesforce is able to help each of YETI’s teams to give the brand a stronger, more consistent experience while at the same time providing personalized content. “It helps us deliver on our core values,” added Matt. “With Salesforce we can continue to grow our business and know we’re always ready for the next adventure.”