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Colgate Launched Direct-to-Consumer Ecommerce Initiative with Focus on Personalization.

Build a consumer ecommerce personalization platform which is operationally self sufficient

The Solution


  • Front-end customer builder developed on Salesforce Commerce Cloud UX allowed users to select among various designs and themes, incl. photo upload feature

  • Item shipped directly to consumer

  • Full suite of support services including IP review and QC, logistics, payments, customer care, etc.

  • Built social campaigns across multiple channels 



  • Successful launch of Softsoap’s first DTC site

  • Since launch, majority of orders shipped from registered users

  • 23% of orders were repeat purchases

  • Colgate team now able to gain greater insights of consumer shopping behavior

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