Powering AI-driven retail with a unified data strategy

A diverse group of people gathered around a tablet, with a woman pointing at the tablet while a man holds it and closely observes.

Situation

Retailers face enormous pressure to integrate AI—but fragmented data systems and siloed infrastructure make it difficult to activate meaningful insights. Snowflake recognized the opportunity to lead with a solution: a unified data platform built for AI scalability.

The challenge? Many enterprise buyers didn’t yet understand how Snowflake on Microsoft Azure could unlock that transformation—or how it delivered more than the sum of its parts.

Snowflake needed to:

Elevate its brand as a data strategy leader in retail
Educate technical and business buyers on AI-readiness
Clarify the joint value of running Snowflake on Azure

Laptop displaying a webpage about Snowflake and Microsoft partnership, featuring a photo of two men and icons for OpenAI, Power BI, Azure Machine Learning, and Power Apps.

Insight

Our strategic insight: AI is only as good as the data it runs on. But most retailers were stuck trying to build AI on fragmented foundations.

Instead of focusing on features or infrastructure, Snowflake needed to lead with transformation—telling a story about what’s possible when data is unified and AI-ready. Microsoft’s role wasn’t just technical—it was the credibility layer that helped validate scale, security, and integration.

Two blue and white informational flyers about supply chain management and data platforms from Snowflake and Microsoft, with graphics, text, and icons.

Open brochure with blue and white cover titled 'The Path to AI-Powered Retail,' featuring a photo of people working together, with pages showing text and graphics about data architecture and collaboration.

Solution

Knack Collective developed a high-impact, multi-channel demand campaign to drive awareness and generate high-quality leads amongst enterprise retail decision-makers in the U.S. and Canada. The strategy focused on:

A compelling joint value proposition highlighting how Snowflake on Azure enables retailers to create a unified, AI-ready data strategy.
Content syndication with display retargeting, ensuring continuous engagement with key retail decision-makers.
Targeted content marketing, including eBooks, solution briefs, customer stories, and videos to showcase real-world impact.
A structured lead nurture program, using automated email sequences to educate and convert prospects.