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Scenario 04: ShopWave Omnichannel Retail

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This content is AI-generated and has only been validated by AI review processes. It has NOT been reviewed or validated by certified Salesforce CTAs or human subject matter experts. Do not rely on this content as authoritative or completely accurate. Use it solely as a reference point for your own study and preparation. Always verify architectural recommendations against official Salesforce documentation.

Practice Information

Difficulty: Intermediate Domain weights: D1 System Arch: MEDIUM | D2 Security: LIGHT | D3 Data: LIGHT | D4 Solution: HEAVY | D5 Integration: HEAVY | D6 Dev Lifecycle: MEDIUM Designed for 90-120 minute prep window

Before You Start

Print this scenario. Read it twice using the Two-Pass Reading Method — once for understanding, once to extract implicit requirements. Then build your solution artifacts within the 120-minute window.

Project Overview

ShopWave is a DTC lifestyle brand (premium outdoor and athleisure apparel) with 350 employees, $180M annual revenue, and ~30% YoY growth projecting to $300M within two years. The company operates 120 US retail stores, a DTC e-commerce site, and a mobile app.

ShopWave is launching a B2B wholesale channel, having signed LOIs with 85 specialty retailers and 3 national department store chains. The CRO is sponsoring “Project Unify” to create a single customer view, enable B2B, and prepare the tech stack for growth. Budget: $8.5M over 18 months.

ShopWave deployed Sales Cloud 3 years ago for 15 inside sales reps (B2B outreach and corporate gifting). Minimal implementation: basic lead/opportunity tracking, ~40 users, <500K records.

The VP of Technology: “We have six systems that do not talk to each other. A change in one system should be reflected everywhere within minutes, not days.”

Current Systems

E-Commerce (Shopify Plus)

~8,500 orders/day ($65M annual online revenue). During 4 seasonal sales events (7-10 days each), volume spikes to 35,000 orders/day. Manages 2,400 active SKUs (~6 variants each), 3.2M registered customers, and checkout. Marketing team has built extensive customizations over 3 years: product recommendations, a “style quiz,” and a complex promotional engine (stacked discounts, gift-with-purchase, loyalty redemption). The team is deeply concerned about losing these capabilities.

Point of Sale (Square)

120 stores, ~22,000 in-store transactions/day ($115M annual retail revenue). Handles sales, returns, exchanges, and BOPIS fulfillment. End-of-day batch reconciliation with central inventory. Critical pain point: customer service has no visibility into in-store transactions.

ERP (Oracle NetSuite)

System of record for inventory, financial accounting, purchase orders, and vendor management (45 manufacturing partners across 6 countries). Inventory tracked at SKU level across ~180 locations (1 DC, 3 regional warehouses, 120 stores). ~2.1M inventory transaction records; 15,000 movements/day. Finance has made clear NetSuite will remain the financial system of record.

Marketing Automation (HubSpot)

2.8M contacts (partially overlapping with 3.2M Shopify customers). ~45 automated email workflows. The VP of Marketing notes customer data exists in “at least four different places” — building a campaign list takes 2-3 days of manual exports and merges.

Payments (Stripe)

Handles online payment capture, refunds, subscription billing for “ShopWave Insider” membership ($14.99/month, 85K active subscribers), and fraud detection. Fraud rules tuned specifically for ShopWave have reduced chargebacks 40% over 2 years.

Loyalty Program (Custom PostgreSQL)

“WaveRewards” with 1.4M enrolled members. Custom database built by a contractor no longer available. Tracks points (1 per dollar), tiers (Silver/Gold/Platinum), and birthday rewards. Points can only be earned/redeemed online. Stores cannot access the loyalty system — the most common customer complaint.

Business Process Requirements

  1. Unified customer profile consolidating online purchases, in-store transactions, loyalty membership, marketing engagement, and service interactions into a single view for all customer-facing teams.
  2. Service agents see complete cross-channel purchase history, loyalty status/balance, open cases, and in-flight orders without navigating multiple systems.
  3. B2B wholesale channel: hierarchical account structures (e.g., national chain with 200 store locations placing separate orders), volume pricing, credit terms (Net 30/60/90), and self-service portal for browsing, ordering, shipment tracking, and invoice management.
  4. Cross-channel order fulfillment: single order may ship from DC, regional warehouse, or retail store (ship-from-store) based on inventory and customer proximity. System determines optimal location automatically.
  5. Unified inventory visibility across all channels, updated within 15 minutes of any movement.
  6. Loyalty program extended to all channels: earn and redeem points online and in-store. In-store points reflected within minutes, not end-of-day.
  7. Cross-channel returns/exchanges: online purchase returned in-store (and vice versa) with automatic financial reconciliation, inventory adjustment, and loyalty point recalculation.
  8. Marketing segments based on cross-channel behavior (e.g., “purchased online in 90 days but never visited a store”) with campaign execution without manual exports.
  9. Store associate mobile tool: customer lookup, cross-location inventory check, clienteling orders, and loyalty enrollment.
  10. “ShopWave Insider” membership ($14.99/month) integrated with customer profile: early sale access, free shipping, double loyalty points, priority service routing.
  11. Product catalog of 2,400 active SKUs with quarterly seasonal releases (~400 new, ~200 retired), multiple variants, bundled kits, and wholesale-specific packaging units.

Data Model and Migration Requirements

  1. Unified customer identity reconciliation across systems using different keys: Shopify (email), Square (phone), HubSpot (email + proprietary ID), Stripe (email), loyalty (card number). Estimated 20-30% cross-system duplicates.
  2. NetSuite as product/inventory system of record; product info (descriptions, images, pricing, categories) propagated to all downstream systems.
  3. Consolidated cross-channel order data for reporting and service: online, in-store, and wholesale orders in unified order history.
  4. Loyalty data migration (1.4M members, ~8M point transactions, 3 years of history) from custom PostgreSQL. Loyalty card numbers must be preserved (printed on physical cards).
  5. Preserve ~120K historical service cases and link to unified customer profiles.
  6. B2B hierarchical account structure: parent company, child location accounts, buyer contacts associated with multiple locations.
  7. Multiple concurrent price lists per SKU: standard DTC, member, promotional, and wholesale with volume tiers.

Accessibility and Visibility Requirements

  1. B2B wholesale buyers see only their company’s orders, invoices, and pricing — no other wholesale customers or internal data.
  2. Store associates view customer profiles and cross-channel orders but not payment details, loyalty point adjustments (admin-only), or wholesale pricing.
  3. Service agents have broadest non-management customer access (all channels, loyalty, marketing opt-in, disputes) but cannot modify pricing or inventory.
  4. Marketing accesses aggregated behavior data for segmentation but not payment info, case details, or wholesale financials.
  5. B2B and DTC are entirely separate audiences with separate portals, catalogs, and pricing.

Integration Requirements

  1. E-commerce order data (line items, shipping, tracking, returns) available to service agents within 5 minutes of any status change.
  2. POS data from 120 stores flows throughout the business day, not end-of-day only.
  3. Inventory synchronized between NetSuite, e-commerce, and B2B portal; changes reflected within 15 minutes.
  4. Marketing data bidirectional sync: segments and campaigns outbound, engagement data (opens, clicks, bounces) inbound to customer records.
  5. Payment/subscription/chargeback data from Stripe accessible for service and financial reconciliation.
  6. Loyalty integrates with e-commerce checkout, POS, and service for real-time point earning, redemption, and balance inquiries.
  7. B2B wholesale orders flow to NetSuite for fulfillment and AR; status updates reflected in buyer portal within 2 hours.
  8. Product information feed from NetSuite publishes new products, pricing, and inventory to all channels.

Reporting Requirements

  1. CRO unified revenue dashboard: daily/weekly/monthly by channel, product category, and region with YoY and QoQ comparisons, reconciled across systems.
  2. Marketing campaign attribution incorporating online conversions and in-store purchases within 7 days of a touchpoint.
  3. Store manager daily reports: sales, returns, traffic, conversion, AOV, and top-SKU inventory.
  4. VP Retail Operations cross-store dashboard: performance rankings, staffing efficiency, inventory turn across 120 locations.
  5. Wholesale pipeline and order reports: account status, open orders, revenue by account, quarterly forecasts.
  6. All revenue and cost data must reconcile to NetSuite GL. No system may produce conflicting financial figures.
  7. Service reports: case volume, resolution time, CSAT, first-contact resolution by channel and issue type.
  8. Loyalty reports: enrollment, point patterns, tier distribution, incremental revenue (members vs non-members).

Development Lifecycle Requirements

  1. 5-person Salesforce team (2 admins, 2 devs, 1 architect) deploying via change sets. No source control, no automated testing, no release cadence.
  2. Systems integrator for 18-month transformation; internal team expected to grow to 8-10 and take over operations.
  3. Seasonal sales events create hard deployment freezes: no production changes 2 weeks before or during each event (4/year).
  4. B2B wholesale go-live 10 months from project start — contractual commitment with financial consequences if missed.
  5. Parallel development workstreams (B2B portal, integration layer, loyalty migration, service enhancements) requiring conflict management strategy.
  6. No existing test automation; manual QA by business users only. Growing complexity demands a sustainable testing approach.

Implicit Requirements

Pay attention to transaction volumes, seasonal scaling (4x spike), system-of-record designations, channel-specific constraints, the Shopify customization concern, deployment freezes and their effect on release planning, and the 10-month B2B deadline. Not everything that matters is stated as a formal requirement.