Rituals. One Salesforce platform, with AI on every channel

Rituals helps people slow down in busy lives, with home and body cosmetics sold in more than 900 stores across 33 countries. Excellent service is part of that promise, and as Rituals grew, the service had to grow with it.

In 2017 Rituals already ran on Salesforce, but had no in-house expertise to get the most out of it. Products were used on their own instead of as one platform, and every new market, store and channel added pressure on the teams. Rituals needed a partner who could make the most of what they had and keep building as they expanded.

We started with roadmapping sessions to find the business problems that mattered most. As both companies grew, we set up two mixed scrum teams with specialists from Rituals and VANEIGENS, one for Business Technology and one for Customer Relations, so work could move fast and scale.

Over the years Salesforce became one platform instead of separate products, serving service, sales, marketing, retail and supply chain. We rolled out appointment scheduling in 700 stores, built conversational commerce to grow online sales, and created an internal communication platform for store support and employee engagement.

When Rituals introduced Ray, its customer service AI agent, we connected it to their customers. Email, WhatsApp, social and live chat already ran through flows we had built in Service Cloud. Instead of rebuilding them, we reused those flows and opened them up as capabilities for Ray, so the agent answers customers on the channels they already use.

Today Ray answers around 40% of customer emails. Every channel the service team built over the years now works for the AI agent too.