Dusk Builds Agentic Commerce Future with Salesforce Overhaul

Australia's Dusk home fragrance retailer has overhauled its technology to support its loyalty program, which accounts for nearly 60% of sales. The company moved from a $10 paid membership model to a six-application Salesforce stack, completing the initial implementation in six months with three internal staff.

The overhaul improved online marketing and gave store employees immediate access to purchase histories, but problems with the central data platform forced Dusk to change implementation partners.

Dusk's chief financial officer, Gordon Squire, said that paid members return more frequently because they want to recover their membership cost, and spend 20% more than non-loyalty customers. The company uses licensed product collaborations to attract new customers and bring them into the loyalty program.