Salesforce Commerce Cloud Hits the Streets


Salesforce last week unveiled the Salesforce Commerce Cloud, billing it as the fastest path to unified commerce.

It's built on technology from Demandware; Salesforce completed its acquisition of the company this summer.

Commerce Cloud enables brands to provide personalized experiences for shoppers across the Web, mobile devices, social networks and in stores, with both marketing and customer service as part of the mix.

"The connected customer is transforming commerce -- creating new opportunities for brands to transform the buying experience," said Jeff Barnett, CEO of Salesforce Commerce Cloud.

Brands and retailers can unify engagements over any channel or device by leveraging Salesforce's sales, service, marketing, communities, analytics, IoT and platform solutions.

"This gives Salesforce an end-to-end story for business-to-consumer selling customers," observed Rebecca Wettemann, VP of research at Nucleus Research.

"Integrating e-commerce into the broader Salesforce Cloud will give customers one cloud to manage commerce and marketing channels, and reduce integration costs," she told CRM Buyer.

Demandware is also a cloud native solution, making it a "natural fit" in the Salesforce world, and "we've already seen retailers such as Room&Board gain significant ROI from the marketing cloud," Wettemann noted.

Commerce Cloud supports Apple Pay, which is easy to enable. IT support is available at no extra cost.

"Support for Apple Pay and mobile payments further streamlines the buying process for customers, moving us closer to frictionless transactions," Wettemann noted.

Salesforce's Einstein -- which will integrate artificial intelligence into all of Salesforce's products and serve as a new nerve system across the entire business -- is embedded in the Salesforce Platform and, of course, in Salesforce Commerce Cloud.

Einstein includes product recommendations; Predictive Sort, which turns up sort and search results based on the likelihood customers will engage; and Commerce Insights, which helps retailers understand product purchase correlations to improve their merchandise and store planning.

"The addition of Einstein will further advance the personalization and microtargeting capabilities of Commerce Cloud," Wettemann remarked. "The AI battleground in CRM is one to watch, with Salesforce, Oracle and Microsoft all making advances in embedding AI into their solutions."

"Price and products are no longer enough, as customers value experiences," said Sheryl Kingstone, research director at 451 Research.

"Organizations can digitally transform their businesses to best attract, win, retain and support customers," she told CRM Buyer, "by leveraging the latest applications, analytics and infrastructure to deliver a differentiated experience that is not a luxury, but a necessity to survive."

The digital experience is "the new heart of customer engagement," Kingstone pointed out.

Seventy-six percent of respondents to a recent survey preferred digital channels when communicating with businesses, 451 Research found. Fifty percent preferred mobile loyalty programs with personalized rewards, and 40 percent preferred to communicate with a business through social media or messages.

However, most companies provide inconsistent, disconnected experiences, Kingstone pointed out. They treat each interaction or touchpoint as a separate silo, creating multiple experiences.

"Digital transformation initiatives are key in order to stop asking customers to adapt to company processes or technology constraints," she emphasized.

"It isn't the out of the ordinary that vendors need to be good at," suggested Denis Pombriant, managing principal at Beagle Research.

"Rather, it's the run-of-the-mill, everyday, quotidian interaction -- blocking and tackling," he told CRM Buyer.

AI and unified commerce "can be great helpers in sales-oriented moments of truth," Pombriant said. "I expect that this technology will work well ... anywhere that a clear journey map can exist."

Although this is the future of vendor-customer interactions, especially in retailing, human staff will still be needed for a long time, Pombriant pointed out, because people will want to "jump out and talk to a real human."

Richard Adhikari has written about high-tech for leading industry publications since the 1990s and wonders where it's all leading to. Will implanted RFID chips in humans be the Mark of the Beast? Will nanotech solve our coming food crisis? Does Sturgeon's Law still hold true? You can connect with Richard on Google+.

0 Comment

Leave a Reply

Captcha image


  • 5300c769af79e

    Google: QuadRooter Threat Blocked On Most Android Devices

    Client computing is increasingly providing a back door into the enterprise for the compromise and Google has confirmed that a feature called Verify Apps, built into Google Play Services, is intended to safeguard Android devices from the QuadRooter security threat.A team of mobile researchers at security firm Check Point initially discovered the set of flaws and dubbed it "QuadRooter.
  • 5300c769af79e

    Samsung Galaxy Note 7: Don't Try to Fix it Yourself

    They found a Qualcomm Snapdragon 820 processor and NFC controller among a chipset that is "nearly identical" to the one found in the earlier Galaxy S7 and S7 Edge smartphones.Consumers can pick up the latest Samsung device from AT&T, Sprint, T-Mobile, US Cellular, and Verizon, as well as Samsung.
  • 5300c769af79e

    Report: Samsung to Implement "Focus" Communication Hub Into Galaxy Note 6

    According to the latest from SamMobile, Samsung will look to implement a feature called Samsung Focus into the Galaxy Note 6, a communication hub of sorts, similar to BlackBerry Hub.Claimed by SamMobile, Focus will focus on email, calendar events, handle contacts, and memos.
  • 5300c769af79e

    Fact-Checking Social Content

    In "Facebook Shouldn't Fact-Check," Jessica Lessin argues that it's not Facebook's job to fact-check the growing flood of fake news coming at us through its portal and social media more generally.That possibility is made probable when readers discover that Facebook delivers content at variance with truth, when it is expected to deliver all truth, all the time.