Thanks to the Salesforce Marketing Cloud® consulting and implementation that Freeway Consulting carried out for AR Holdings® in Costa Rica, the brands operated by the group, such as GAP®, Max Mara®, Adolfo Domínguez®, Mango®, Cortefiel®, and Women’Secret®, were able to boost their Line Up Rewards program and connect with their customers in a smarter and more personalized way.

Freeway Consulting’s experience in impl Lineup: Adolfo Dominguez, Max Mara, Mango, Cortefield, Gap, Women's Secret  ementing and consulting on Salesforce Marketing Cloud has undoubtedly been the catalyst for consolidating the relationship with its clients for brands like Max Mara, Adolfo Domínguez, Mango, Cortefiel, Women’Secret, OVS Italian Fashion, Springfield, GAP, and Crate & Barrels, among other franchises operated by AR Holdings in Costa Rica and Central America.

Through the Line Up Rewards loyalty program, the retail conglomerate’s brands managed to strengthen their relationship with customers, thanks to a meticulous analysis of their needs and the design of automated marketing campaigns using Journey Builder from Salesforce Marketing Cloud, the world’s leading digital marketing platform.

The Central American company AR Holdings, an operator of fashion stores and franchises in Costa Rica, interested in strengthening the relationship with its customers through the Line Up Rewards loyalty program, recognizes Freeway as a great ally as a Salesforce Partner to boost, with the implementation of Salesforce Marketing Cloud and Sales Cloud, its points of sale and benefit thousands of customers through its Cash Back system.

“Salesforce Marketing Cloud has not only been a catalyst for the growth and development of our loyalty program but has also helped us generate a wide variety of campaigns to create a much more personalized and effective contact with our customers.” Lorenzo Boscaro – Financial Analyst – AR Holdings

The Freeway Consulting Experience, a Key Piece in Strengthening the Relationship with AR Holding’s Brand Customers

The challenges for Freeway Consulting, a Salesforce Partner with a presence in Mexico, Costa Rica, Guatemala, Panama, and El Salvador, at the time of the Salesforce implementation for AR Holdings in Costa Rica, involved, on the one hand, understanding in depth the business model and communication needs of the group in order to consolidate its customer base and bring them closer to benefits through Line Up Rewards, through the franchises operated by AR Holdings in Central America.

One of the objectives of implementing Salesforce Marketing Cloud was to increase the email open rate of marketing campaigns and design automated and personalized campaigns so that customers could connect with brands through relevant messages through the right medium and at the right time. In this way, meticulous marketing campaigns and automations were created and executed through the intelligence of the Salesforce system and the use of the Marketing Cloud component: Journey Builder, which managed to generate a personalized experience for customers affiliated with Line Up Rewards.

Salesforce Marketing Cloud Channels

The right message, through the right channel, at the right time.

Salesforce Marketing Cloud Implementation Contributes to Successful Results and a Better-Connected Audience

Thanks to careful decision-making and joint planning between Freeway Consulting, AR Holdings, and Salesforce, the actions implemented for the retail leader in Costa Rica, the Delivery Rate of email campaigns generated an average of over 98% and attracted unprecedented results for AR Holdings, which are above the retail industry average:

The Success Metrics

The Success Metrics

In addition, the implementation and consulting that Freeway Consulting carried out for AR Holdings contributed to the debugging and cleaning of the entire LINE UP Rewards database, a result that now allows the use of information and cross-referenced data to analyze consumer buying habits and connect with them more closely, something that could not be achieved before the database cleanup.

All of this has contributed to customers generating a greater connection with the brands under the AR Holdings umbrella and provides the retail holding with greater control over customer interaction throughout the entire purchase cycle and with campaigns capable of identifying interaction events with greater precision, such as clicks and their location within the sent communications, checking point balances, redeeming coupons, and specific interests that help direct campaigns in a smarter way.

Similarly, thanks to this implementation for AR Holdings, the call for the inauguration of the Gap store in the Avenida Escazú shopping center was a complete success, resulting in a large influx of customers at an event that lasted throughout the day, reflecting the effectiveness of the communication sent to its customer base.


The implementation of Marketing Cloud has not only brought great results in the effectiveness of campaigns and building a bond with its customers but has also increased productivity in AR Holdings’ planning and strategy teams, allowing management, planning, and technology teams to align thanks to greater visibility of relevant data for decision-making.

Undoubtedly, the implementation of the best digital marketing platform, Salesforce Marketing Cloud, that Freeway Consulting carried out for AR Holdings, marks a before and after for the fashion franchise operating company in Costa Rica and highlights the commitment of Salesforce and its Partners to accelerate the digital transformation of companies and help them overcome the obstacles posed by the 4th Industrial Revolution.

Freeway Consulting, Salesforce Experts with over 21 years of experience in Salesforce implementation in Mexico, Costa Rica, Panama, Guatemala, and El Salvador.