Snack on this: General Mills triples engagement with data and AI.

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"> <span class=" header-text "> Snack on this: General Mills triples engagement with data and AI. </span> </h1> </div> <div class="headingComponent parbase section"> <h2 id="general-mills-takes-action-on-data-to-tailor-interactions-and-predict-consumer-favorites" class=" h3 text-stratus text-left salesforce-sans-bold margin-10-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> General Mills takes action on data to tailor interactions and predict consumer favorites. </span> </h2> </div> <div class="labelSmallComponent headingComponent parbase section"> <div id="time-to-read-39-minutes" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-100-bottom-lg margin-40-bottom-xs " style="; "> <span class=" header-text "> Time to read: 3.9 minutes </span> </div> </div> </div> <div class="col text-center col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="spacerComponent parbase section"><div class="spacer hidden-xs hidden-md hidden-lg" style="height:20px;"></div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-30-top-lg margin-80-top-md margin-100-top-sm margin-0-top-xs margin-30-bottom-lg " alt="General Mills takes action on data to tailor interactions and predict consumer favorites." src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/production-jumbotron-general-mills-new.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-0-top-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin--30-top-lg margin-0-top-xs margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> <p>Shoppers have come to expect the familiar General Mills brands they see on grocery store shelves. But consumer experiences now extend far beyond store aisles — to shoppers’ phones, social media accounts, and everyday lives. Today, consumers want deeper connections with brands who know them personally.</p> <p>Yet, building consumer relationships can be difficult for manufacturers who sell through grocery stores and other retailers.</p> <p>Thanks to its multi-pronged data strategy and suite of digital platforms such as Box Tops for Education, Good Rewards, Betty Crocker, and Pillsbury, General Mills has many ways to understand consumer spending habits. Yet, the company needed better tools to leverage its data to reach consumers on a more personal level while maintaining privacy.</p> <p>With the power of <a href="/eu/products/genie/overview/">AI + Data + CRM</a>, General Mills has a clearer picture of its consumer data and a connected marketing technology stack to tailor communications to the right audiences, building lasting relationships. Here’s how.</p> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-lg margin-40-bottom-lg column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-lg margin-10-bottom-lg center-img-horizontally " alt="Heather Conneran, Director, Brand Experience Platforms" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/production-inline-quote-image-general-mills-art.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-sm-3 col-md-3 col-lg-3"> </div> <div class="col text-left col-sm-9 col-md-9 col-lg-9"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <h3 id="the-combination-of-ai-data-and-crm-allows-us-to-help-a-busy-mom-solve-the-whats-for-dinner-dilemma-with-personalised-recipe-recommendations-her-family-will-love" class=" avantgarde-m text-stratus text-left avant-garde-demi col-md-12 margin-10-top-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> “The combination of AI, data, and CRM allows us to help a busy mom solve the 'what’s for dinner' dilemma with personalised recipe recommendations her family will love.” </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-bottom-lg text-size-default line-height-default "> Heather Conneran, Director, Brand Experience Platforms </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <div id="table-of-contents" class=" avantgarde-m text-stratus text-left avant-garde-demi col-lg-11 margin-10-bottom-lg " style="; "> <span class=" header-text "> Table of Contents </span> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step1">1. Increase consumer engagement 3X using past purchase data to tailor emails.</a> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step2">2. Use personalised content to engage schools and serve more communities.</a> </div> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-32 "> <a href="#step3">3. Improve retailer relationships with insightful analytics.</a> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> <div class="videoComponent vy-player parbase section"><div class="margin-30-top-lg margin-20-bottom-lg "> <div class="vy-player-container paddingDefaultBottomLg paddingDefaultBottomMd paddingDefaultBottomSm paddingDefaultBottomXs"> <div class="vidyard-player-embed" data-uuid='KNJnKW292bKdqiR5uJ3bSc' data-v="4" data-type="inline"></div> </div> <script type="text/javascript" data-uuid='KNJnKW292bKdqiR5uJ3bSc'> window.SfdcWwwBase && window.SfdcWwwBase.videoComponent && window.SfdcWwwBase.videoComponent.updateChapter(document.scripts[document.scripts.length - 1].getAttribute("data-uuid")); if(!window.vidyardEmbed){ window.videoUtils && window.videoUtils.loadScriptOnce("https://play.vidyard.com/embed/v4.js", "Vidyard", true); } else { window.vidyardEmbed.api.renderDOMPlayers(); } </script> </div> <script> (function($) { // Add 'Configuration' global object with details of our Adobe Analytics instance window.Configuration = window.Configuration || {}; var rsid = (typeof Server !== 'undefined') ? Server.getAccount() : ''; $.extend(window.Configuration, { PUBLISHER: '8D6C67C25245AF020A490D4C@AdobeOrg', MCID: '8D6C67C25245AF020A490D4C@AdobeOrg', NAMESPACE: 'salesforce', CHANNEL: 'salesforce', RSID: rsid, TRACKING_SERVER: 'salesforce.sc.omtrdc.net', HEARTBEAT_TRACKING_SERVER: 'salesforce.hb.omtrdc.net', DEBUG: false }); }(jQuery)); // End of IIFE </script> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg text-size-large-footnote line-height-default "> Today, consumers expect companies to speak directly to them. General Mills uses AI + Data + CRM to make it happen at scale. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="step1" class=" avantgarde-m text-stratus text-left avant-garde-demi col-lg-11 margin-20-top-lg margin-10-bottom-lg margin-10-bottom-xs " style="; "> <span class=" header-text "> 1. Triple consumer engagement using past purchase data to tailor emails and ads. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-30-bottom-lg text-size-default line-height-32 "> <p>General Mills already had rich purchase and behavioral data from its online recipe sites and Box Tops for Education program. Capturing millions of recipe views and receipt scans, General Mills had the opportunity to connect and act on the data across digital platforms to recommend relevant content based on consumer food preferences, diet, geography, or household composition.</p> <p>Now, all the purchase and loyalty program data it collects goes straight into <a href="/eu/products/genie/overview/">Data Cloud</a>. <a href="https://www.salesforce.com/eu/products/marketing-cloud/engagement/">AI and automation</a> help the company analyse the data, make one-to-one product and recipe recommendations, and predict an appropriate send schedule. General Mills can more accurately segment audiences and send relevant content through <a href="/eu/products/marketing-cloud/overview/">Marketing Cloud</a>, like interactive quizzes or free samples based on past purchases or favorite recipes.</p> <p>“Einstein AI does the heavy lifting to look at our audience and analyse the right email sending cadence,” said John Brandt, Marketing Technology Lead.</p> <p>This has helped the company triple consumer engagement, increase known site users 170% year over year, and even save millions in paid media. Pillsbury and Betty Crocker brands have also experienced a 40% increase in “buy now” clicks in its user content.</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid margin-20-top-lg margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid column-container-component"> <div class="bg-rain bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-center col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="metricComponent parbase section"><div class="metric center-div text-stratus metric-lg margin-30-top-lg "> <p class="value text-center">3<span class="symbol-trailing">X</span></p> </div> </div> <div class="headingComponent parbase section"> <p id="increase-in-engagement" class=" h4 text-stratus text-center salesforce-sans-bold margin-10-top-lg margin-30-bottom-lg " style="; "> <span class=" header-text "> increase in engagement </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid column-container-component"> <div class="bg-stratus bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="metricComponent parbase section"><div class="metric center-div text-snow metric-lg margin-30-top-lg "> <p class="value text-center">170<span class="symbol-trailing">%</span></p> </div> </div> <div class="headingComponent parbase section"> <p id="yoy-increase-in-known-users" class=" h4 text-snow text-center salesforce-sans-bold margin-10-top-lg margin-30-bottom-lg " style="; "> <span class=" header-text "> YoY increase in known users </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid margin-20-top-lg margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid column-container-component"> <div class="bg-cirrus bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="metricComponent parbase section"><div class="metric center-div text-snow metric-lg margin-30-top-lg "> <p class="value text-center">Millions</p> </div> </div> <div class="headingComponent parbase section"> <p id="in-paid-media-savings" class=" h4 text-snow text-center salesforce-sans-bold margin-10-top-lg margin-30-bottom-lg " style="; "> <span class=" header-text "> in paid media savings </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid column-container-component"> <div class="bg-air bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-center col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="metricComponent parbase section"><div class="metric center-div text-stratus metric-lg margin-30-top-lg "> <p class="value text-center">40<span class="symbol-trailing">%</span></p> </div> </div> <div class="headingComponent parbase section"> <p id="increase-in-buy-now-clicks" class=" h4 text-stratus text-center salesforce-sans-bold margin-10-top-lg margin-30-bottom-lg " style="; "> <span class=" header-text "> increase in “buy now” clicks </span> </p> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/genie-day.svg?version=1732313024507') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/genie/overview/"> <span> Take action on your data with Data Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/marketing-day.svg?version=1732313024520') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-center "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/marketing-cloud/overview/"> <span> Optimise segment conversion with Marketing Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="share-story" class=" h3 text-stratus text-left salesforce-sans-bold margin--30-top-lg margin-0-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> Share Story </span> </h2> </div> <div class="socialMediaSharingComponent section"> <div> <div class="share-icon-row margin-10-bottom-lg"> <div class="share-icon"> <a target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https://www.salesforce.com/eu/resources/customer-stories/general-mills-consumer-engagement-ai-data/" title="Facebook" alt="Facebook"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/facebook-day.svg?version=2024101" alt="Facebook" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a class="twitter" target="_blank" href="https://twitter.com/intent/tweet?url=https://www.salesforce.com/eu/resources/customer-stories/general-mills-consumer-engagement-ai-data/&text=&via=salesforce" title="Twitter" alt="Twitter" data-pagetitle="Snack on this: General Mills triples engagement with data and AI."> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/twitter-day.svg?version=2024101" alt="Twitter" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a target="_blank" href="https://www.linkedin.com/cws/share?url=https://www.salesforce.com/eu/resources/customer-stories/general-mills-consumer-engagement-ai-data/" title="LinkedIn" alt="LinkedIn"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/linkedin-day.svg?version=2024101" alt="LinkedIn" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> </div> </div> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="headingComponent parbase section"> <h2 id="products-used" class=" h3 text-stratus text-left salesforce-sans-bold " style="; "> <span class=" header-text "> Products Used </span> </h2> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular hidden-xs margin-10-top-lg margin-0-top-sm margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/marketing-day.svg?version=1732313024549') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/marketing-cloud/overview/"> <span> Marketing Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular hidden-xs margin-10-top-lg margin-0-top-sm margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/genie-day.svg?version=1732313024557') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/genie/overview/"> <span> Data Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular hidden-xs margin-10-top-lg margin-0-top-sm margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/industries-consumer-goods-day.svg?version=1732313024566') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/consumer-goods-cloud/overview/"> <span> Consumer Goods Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular hidden-xs margin-10-top-lg margin-0-top-sm margin--10-bottom-sm " style="; "> <svg style="background:url('/content/dam/web/global/icons/product/experience-day.svg?version=1732313024574') no-repeat;" class="salesforce-icon cloud-icon-all " aria-hidden="true" alt=""> </svg> <span class=" header-text head-text "> </span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="buttonCTAComponent parbase section"> <div class="margin-20-top-lg margin-0-top-sm text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg simple-link salesforce-sans-bold " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/products/experience-cloud/overview/"> <span> Experience Cloud <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="related-content" class=" h3 text-stratus text-left salesforce-sans-bold margin-30-top-lg " style="; "> <span class=" header-text "> Related Content </span> </h2> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="cardComponent parbase section"> <div class="thumbnail bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/resources/research-reports/consumer-goods-insights-report/?d=cta-right-rail-1"> <a href="/eu/resources/research-reports/consumer-goods-insights-report/?d=cta-right-rail-1" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="Consumer Goods Industry Insights Report">Consumer Goods Industry Insights Report</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="Consumer Goods Insights Industry Report" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/cg-insights-report-lp-og-image-1200x675.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="research" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Research </span> </p> </div> <div class="headingComponent parbase section"> <p id="consumer-goods-insights-industry-report" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> Consumer Goods Insights Industry Report </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/resources/research-reports/consumer-goods-insights-report/">Consumer Goods Industry Insights Report</a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/resources/customer-stories/unilever-grows-sustainable-brands-with-salesforce/?d=cta-right-rail-2"> <a href="/resources/customer-stories/unilever-grows-sustainable-brands-with-salesforce/?d=cta-right-rail-2" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="Unilever grows sustainable brands with Salesforce.">Unilever grows sustainable brands with Salesforce.</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive " alt="Unilever grows sustainable brands with Salesforce." src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/customer-stories/0-overview-page/Unilever.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="customer-story" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Customer Story </span> </p> </div> <div class="headingComponent parbase section"> <p id="unilever-grows-sustainable-brands-with-salesforce" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> Unilever grows sustainable brands with Salesforce. </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/resources/customer-stories/unilever-grows-sustainable-brands-with-salesforce/">Unilever grows sustainable brands with Salesforce.</a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg margin-20-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/resources/articles/customer-journey-mapping/?d=cta-right-rail-3"> <a href="/resources/articles/customer-journey-mapping/?d=cta-right-rail-3" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive " alt="What Is Customer Journey Mapping and Why Is It Important?" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/sf-customer-journey-og-img.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="article" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Article </span> </p> </div> <div class="headingComponent parbase section"> <p id="what-is-customer-journey-mapping-and-why-is-it-important" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> What Is Customer Journey Mapping and Why Is It Important? </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/resources/articles/customer-journey-mapping/">What Is Customer Journey Mapping and Why Is It Important?</a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-rain bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style="min-height: 400px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-sm margin-10-top-xs margin-10-bottom-lg margin-0-bottom-xs margin-10-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg margin-10-top-xs margin-0-bottom-lg margin-0-bottom-xs margin-0-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style="min-height: 100px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h3 id="set-a-course-for-your-customer-relationships" class=" avantgarde-m text-stratus text-left avant-garde-demi col-xs-12 col-lg-12 margin-20-top-xs margin-20-bottom-lg " style="; "> <span class=" header-text "> Set a course for your customer relationships. </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <p>Map every customer moment. In this in-depth guide, you’ll get:</p> <ul class="enhanced-unordered-list"> <li>Five sample customer journeys for growth, onboarding, engagement, retention, and support</li> <li>Use cases from marketing leaders</li> <li>Insights from the latest industry research</li> </ul> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive hidden-xs margin-10-top-lg margin-50-right-lg margin-20-bottom-lg margin-0-left-lg margin-40-left-xs " alt="Set a course for your customer relationships" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/customer-stories/heathrow-airport/mc-customer-journey-map-promos-interactive-version-form.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-8 col-md-8 col-lg-8"><div class="imageComponent parbase section"> <div class=" image-link"> <img class=" img-responsive hidden-sm hidden-md hidden-lg margin-10-top-xs margin-50-right-lg margin-20-right-xs margin-20-bottom-xs margin-0-left-lg margin-40-left-xs center-img-horizontally " alt="Set a course for your customer relationships" src="//www.salesforce.com/content/dam/web/en_ca/www/images/form/marketing-cloud/mc-customer-journey-map-promos-interactive-version-form-1.png" data-src="//www.salesforce.com/content/dam/web/en_ca/www/images/form/marketing-cloud/mc-customer-journey-map-promos-interactive-version-form-1.png"/> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin--10-top-xs margin-40-bottom-lg margin-0-bottom-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div 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Use personalised content to engage schools and serve more communities. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> <p>For more than 20 years, participants of General Mills’ Box Tops for Education philanthropy program cut out and mailed in proofs of purchase by hand to raise money for their schools. Then in 2019, the company took the program digital with an app for conveniently scanning receipts for proof of purchase to earn cash for schools.</p> <p>Despite an increase in app downloads, General Mills’ user engagement waned. Participants forgot to scan their receipts and onboarding school coordinators to the program was a challenge.</p> <p>With guidance from <a href="/eu/services/professional-services/overview/">Salesforce Professional Services</a>, General Mills created <a href="/eu/products/marketing-cloud/engagement/">marketing journeys</a> for different types of program participants.</p> <p>Now, if an app user hasn’t engaged in awhile, Marketing Cloud can:</p> <ul> <li>Automatically remind them to keep earning for their school</li> <li>Trigger a message in another channel like social or the app</li> <li>Share more relevant content like product recommendations based on users’ app settings or selected school</li> </ul> <p>School program coordinators are more connected, too, thanks to welcome journeys, educational guides, and promotions General Mills automatically sends when a school enrolls. Thousands of coordinators can easily access helpful resources in a <a href="https://www.salesforce.com/eu/products/experience-cloud/overview/">portal</a> powered by Experience Cloud to personalise the program for their school and promote it to their communities.</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; 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"> <span class=" header-text "> 3. Improve retailer relationships with insightful analytics. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> <p>General Mills sells its products through major retailers like Target and Walmart. Having easy access to consumer purchase data gives sales teams market insights to share with retailers as a way to strengthen partnerships.</p> <p>“Salesforce helps us combine the first-party data we acquire from consumers with second-party data from trading partners to unlock growth opportunities in the marketplace,” said Jaime Montemayor, Chief Digital and Technology Officer.</p> <p>Going forward, extending Data Cloud insights to <a href="/eu/solutions/industries/consumer-goods/overview/">Consumer Goods Cloud</a> will give field sales reps better visibility into seller account history, forecasting, and even maps to optimise their territories. These insights could lead to optimised shelf presence and promotions to the region and store.</p> <p>Easier account management will also mean time savings and increased productivity for reps while on the road.</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg margin-10-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <div class=" h2 text-night text-center salesforce-sans-regular margin-10-top-lg margin-0-top-sm margin-10-right-lg margin--10-bottom-sm " style="; 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