Mattel deploys Salesforce Marketing Cloud

Salesforce Cloud
Toy maker Mattel, Inc. has implemented the Salesforce Marketing Cloud to connect in new ways with millions of its consumers, Salesforce said Wednesday.

Carlson Choi, Vice President and head of Mattel’s Digital Initiatives Group said people have trusted Mattel to create safe, engaging play experiences for children and families.

“Today, we’re harnessing that experience to create an equally safe and engaging digital ecosystem for our consumers. Using Salesforce is key to this process, helping us map a digital journey for parents and children based on how they engage with Mattel’s apps, digital content and toys.”

Salesforce  said its Marketing Cloud gives digital marketers the tools needed to create brand experiences and service consumers as they move between channels, products and brands.

Mattel will use Journey Builder, a core service in Marketing Cloud, to deliver personalized, targeted messages that will lead Mattel shoppers on personalized journeys across every stage of the customer lifecycle.

On the same day, global payment services provider Western Union said it is using Salesforce Sales Cloud, Community Cloud, Analytics Cloud and App Cloud for its customer management.

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