Salesforce Commerce Cloud: anything new for brands?

Online shopping trendsCRM company today launched Salesforce Commerce Cloud for global brands to improve customer experience.

Salesforce Commerce Cloud is a successful solutions for brands including Design Within Reach, L’Oreal USA and Suitsupply to power digital commerce and deliver personalized shopping experiences.

Salesforce Commerce Cloud clients launch 3.5 months faster on average than clients of other commerce platforms, according to Forrester Consulting.

From 2009 to 2014, retailers on cloud commerce platforms outperformed those on other platforms in sales, operating margins and earnings.

Oracle, a major competitor of Salesforce, on Monday introduced new features to its Marketing Cloud.

ALSO READ: Oracle explains benefits of Orchestration Canvas, a new feature in Marketing Cloud

Commerce Cloud, which does not have any significant benefits as compared with existing products available in the market, is based on Salesforce’s acquisition of Demandware. Salesforce Commerce Cloud enables brands to provide personalized experiences for shoppers on web, mobile, social and in-store.

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

The launch is happening just ahead of the shopping season in several markets. Also, some research reports indicate that consumers will place more orders on phones than on any other device by the end of 2017 and 90 percent of purchases are still made in stores.

During the 2016 holiday season, e-commerce is predicted to grow 13.6 percent. A new study from personalization platform company BloomReach conducted by Survata found that Amazon has grown its lead as the place where consumers first search for products. 55 percent of consumers turn to Amazon first when searching for products online.

Salesforce is trying to sell Commerce Cloud at a time when the costly legacy systems that many brands and retailers use to power their commerce do not support the entire customer journey. Brands also struggle because the current system lacks the flexibility required to connect the variety of channels consumers use for shopping.

Salesforce Commerce Cloud

Salesforce Commerce Cloud powers commerce operations across all points of sale, including web, social, mobile, in-store and more by leveraging Salesforce’s sales, service, marketing, communities, analytics, IoT and platform solutions.

One-Touch Checkout with Apple Pay

Salesforce Commerce Cloud supports Apple Pay for mobile web, allowing shoppers the ability to easily make secure and private payments in Safari on iPhone, iPad and on the Mac. Merchants can utilize Apple Pay’s benefits with the option of enabling the feature through a simple configuration. The integration eliminates the extra steps in the checkout process, particularly in mobile, that has kept mobile conversion lower than conversion rates seen on desktop and laptop devices.

Commerce Cloud Einstein

With Salesforce Einstein, artificial intelligence is embedded in the Salesforce Platform. Commerce Cloud Einstein includes Product Recommendations to personalize product recommendations to shoppers; Predictive Sort to infuse personalized sort and search results based on likelihood to engage; and Commerce Insights to understand product purchase correlations to power smarter merchandising and store planning.

NYX Cosmetics has reimagined the way consumers shop for cosmetics, both online and in store.

“The Commerce Cloud has provided NYX a scalable way to produce high-quality, authentic visual content and feature it across our site to inform a shopper’s buying decision and enhance the eCommerce experience,” said Bernice Merlini, ecommerce marketing manager, NYX Cosmetics.

“By leveraging the Salesforce Commerce Cloud along with the rest of the Customer Success Platform, we can create seamless shopping experiences for our customers across all stages of their journeys, regardless of if they are shopping online, in-store or beyond,” said Martijn van der Zee, marketing director, Suitsupply.

Commerce Cloud powers more than 1,800 commerce sites in 53 countries, with more than $16 billion in merchandise sold in 2016.

Baburajan K
[email protected]