Customer Stories Balsam Brands

Balsam Brands: Global,
eCommerce Retailer

Annual revenue

Founded in 2006, privately-held


eCommerce Retailer


The SoundCommerce partnership will enable Balsam Brands to deploy detailed retail-ready data sets for improved insights to action in the areas of shopper experience and business performance across its flagship direct-to-consumer commerce business,, as well as operations with key retailers such as Nordstrom, as the company continues to grow.


Founded in 2006, privately-held Balsam Brands designs and sells holiday and home décor consumer products and ships them directly to customers. Our flagship brand is Balsam Hill™, the world’s leading retailer of artificial Christmas trees and related holiday décor products – a $9.5 billion market worldwide.

The challenge

While data is the bedrock for retailers embracing artificial intelligence (AI), 42 percent of retailers readily admit they are struggling to connect their various data silos. With SoundCommerce, Balsam Brands will now be ready to take advantage of the transformative powers of AI.

Balsam and SoundCommerce

“At Balsam Brands, we know the importance of using trustworthy data to drive world-class experiences for customers and better company performance. With SoundCommerce and Snowflake, we’re building future-proof data infrastructure for machine learning, advanced analytics and data activation. The goal is to make the data and the tools easy and effective for every business stakeholder across our company.”

—France Roy, Chief Technology Officer, Balsam Brands’

The solution

SoundCommerce will unify and catalog Balsam Brands’ data for AI modeling, cross-functional business analytics, and customer activation, reducing the time and complexity of integrating and hosting business data for generative AI large language models (LLMs), such as Snowflake Cortex and Google Gemini on Vertex AI.

Balsam Brands will gain business-ready, direct-to-consumer ecommerce data models rendered and populated with validated data directly in Balsam Brands’ Snowflake tenancy. Ready-to-go data models are available in Snowflake for immediate analysis, allowing the Balsam Brands team to avoid time-consuming, resource-intensive data transformation tasks, for faster time-to-value on the data.

For Executives & Operations Pros:

High fidelity order data – including order lifecycle and profitability – unified across owned commerce (SAP Hybris), marketplace (Amazon) and ERP (Sterling Commerce) systems.

For Marketers

Unified digital marketing data combining shopping cart conversions, digital marketing attribution, paid media spend and activity – collected and unified from system-of-record APIs rather than browser cookies and site tracking tags.

For E-commerce Pros

Consolidated shopper engagement data from website, shopping cart, email and SMS, materialized in Snowflake for customer segmentation, marketing activation and campaign automation.

For Data Analysts

Open data models rendered in Snowflake for easy access by generative AI large language models (LLMs), BI and analytics tools, rETL tools such as HighTouch and Census, and downstream applications across the enterprise.

Key results

The SoundCommerce platform connects both on-premise and SaaS applications such as SAP Hybris, IBM Sterling Commerce, Amazon Marketplace, Google Analytics, ContentServ and Klaviyo with modern cloud data warehouses such as Snowflake to enable faster and better business decision making across commerce functions and departments. SoundCommerce is available as a fully integrated and turnkey data onboarding solution for Snowflake.