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The decision on the table is whether to model families in your CRM, or keep recognising individual shoppers. A household model changes your data structure, your consent flows and the way every channel greets a customer. It is a bigger step than adding a field. Done well, it turns purchases you could not explain into a pattern you can serve.
Why a single-shopper profile misses the family
A standard customer profile assumes the buyer is the user. In children's shoes, school clothing or toys, that assumption breaks. A mother buying size 31 trainers, size 34 boots and a pair of heels in one basket looks confusing to a recommendation engine. To a family loyalty programme it is three people with three needs.
Torfs, the Belgian shoe retailer, calls its answer Family Relationship Management. The idea is simple: extend the Salesforce customer record with a complete overview of the family, so that advice and offers can match the person the shoes are for. The wider case for one customer record in Salesforce CRM applies here with one change: the record describes a household.
How Torfs built the Ravotclub on Salesforce
The Ravotclub is Torfs' loyalty programme for families, and we worked with Torfs on the Salesforce side of it. Parents add family members to their profile through a dedicated landing page, designed to make that step quick and playful. In return they receive a loyalty experience with advantages matched to each family member, built into the webshop.
In the store, families can start with a 3D digital foot measurement. The measurement travels from the in-store device to the Salesforce platform through an integration layer built on MuleSoft. From there, both the till system and the Commerce Cloud (Agentforce Commerce) webshop can consult it to give size advice. The aim is fewer returns and better insight into how products fit.
Online, the parent selects the family member they are shopping for and sees the shoes that fit that child. Through Marketing Cloud Connect, the link between Salesforce CRM and Marketing Cloud, families also receive journeys about the products they bought and upcoming events. Service Cloud was part of the same Salesforce setup, so the family overview sat in the CRM that service and stores already used.
What a family model asks of your data
A family loyalty programme runs on a small amount of data, used well. For shoes that means who the child is, their age and their size, updated at each measurement. More fields rarely add value. They mostly add risk.
Data about children calls for extra care under the General Data Protection Regulation (GDPR). Make the parent the account holder, explain what each field is for, and keep only what the service needs. That discipline also keeps the data model simple enough for store staff to use at the till, which is where a family programme succeeds or fails.
