Salesforce has announced several new innovations including a series of embedded apps and integrations to enhance its Commerce Cloud platform. Salesforce says that it will help customers integrate digital commerce experiences into sales, service, and marketing channels. With new capabilities like Pay Now, Snapchat for Commerce, Reorder Portal, and Order Support, companies can more efficiently create purchasing experiences anywhere and drive revenue with AI, data, and CRM.
Customers use an average of nine channels to engage with brands. 76% prefer to match choice of channel to their immediate needs, according to the latest Salesforce State of the Connected Customer report.
With the new embedded apps and integrations from Commerce Cloud, businesses will be able to:
Automate reorders and engage repeat buyers with a personalised, self-service Reorder Portal leveraging Next Best Actions powered by Einstein AI. For example, a manufacturing company that sells HVAC equipment can invite previous buyers of air filters to a portal. Buyers can access all past orders and easily reorder more without having to call their sales rep.
Transform their service organisation from a cost centre to a revenue generator by embedding Order Support. This can be achieved with agents, bots, self-service actions and knowledge articles addressing order management requests. Order Support can surface sales opportunities during service interactions by recommending relevant products.
For example, with Order Support, an agent can use Einstein AI-powered recommendations to identify new sales opportunities. Examples include an offer to add a pair of matching socks to a customer’s suit purchase. Increasing the value of the order during a customer service interaction.
Collect payment more efficiently by embedding a checkout link into any Salesforce application with Pay Now, a new Payments feature. Pay Now gives customers the flexibility to transact immediately on the digital channels they’re already using. For example, using Pay Now, a field service agent can send a payment link to the customer as a text, email, or report directly from their app as they complete the service request. The service agent can collect payment before leaving the job site.
Reach new audiences by leveraging Snapchat for Commerce to soon create ads on the platform. Salesforce says increasing product discoverability and directing Snapchatters back to the storefront or allowing them to checkout directly in Snapchat.
Transforming every customer touchpoint
“With the latest Commerce Cloud apps for sales, service, and marketing, businesses can take an all-encompassing approach to commerce. This will transform every customer touchpoint into a transaction opportunity,” said Michael Affronti, GM and SVP of Commerce Cloud, Salesforce.
“When coupled with data, AI, and CRM, brands gain the ability to anticipate customer needs. They can then build faster, more seamless buying experiences that drive sales,” Affronti added.
Vab Dwivedi, VP, eCommerce, YETI suggests, “Salesforce Commerce Cloud continues to provide us with the increased visibility and insights. It’s AI-powered capabilities, and automation has helped our team build a more consistent and personalised experience and grow our business. We can now deliver on our core values so we can keep our customers ready for the next adventure.”
Enterprise Times: What this means for business.
An interesting headline from Salesforce’s own research is that customers use an average of nine channels to engage with brands. Furthermore, 76% prefer to use different channels for engagement depending on their needs. This must have been the driving idea why Salesforce bundled up these apps into its latest release for Cloud Commerce. Companies meeting customers on the channel of their choice can provide a consistent experience across them and will have a head start.
It is impressive that Salesforce is enabling customers to convert wherever they happen to be. Brands, retailers and software providers are waking up to the fact that increasingly consumers want to undertake product discovery and purchase during the same journey or channel.