Ben Sherman, J.Crew, Speedos, Nautica, and Lacoste are some of the retail brands that rely on True Alliance to distribute their products across Australia and New Zealand.
However, according to True Alliance CFO Roni Perlov, the problem was that the company operated on an unscalable, non-integrated, and disparate legacy platform, and did not have the capabilities to service its digital consumers across its 14 sites.
“Our CRM system and online cart system wasn’t integrated. We had a misalignment between our digital, and brand and marketing functions. Our digital teams were talking in acronyms, our brand and marketing teams were talking about traditional marketing, and we weren’t getting a synergy between the two,” he told Salesforce World Tour Reimagined on Wednesday.
