Cloud CRM company Salesforce.com is taking its Salesforce1, a platform with a host of APIs and mobile user interface tools, to the retail industry. Salesforce1 for Retail lets retailers leverage the Mobile Clienteling and Salesforce Communities for Retail to build one-to-one relationships with shoppers no matter where they are and no matter what device they happen to be using.
Here’s the Salesfore1 for Retail pitch: The retail industry is at a crossroads. Beyond traditional storefronts, e-commerce and mobile commerce are driving deeper into the shopper consciousness. Retailers, then, need a strategy that helps them connect with shoppers across all channels.
At the same time, the rapid rise of social networks and mobile devices offers retailers new opportunities to create personalized digital experiences. That could be a marked advantage in the digital world, considering bricks-and-mortar customers tend to walk into stores anonymously without sales associates knowing anything about their interests, past purchases, or wish lists. But there’s a disconnect and many retailers are struggling to realize the promise.
Advanced Digital Retailing
“The retail industry is undergoing massive disruption where brands that do not innovate will fail," said Shelley Bransten, senior vice president of retail at Salesforce.com. The new solution, she added, helps retailers “personalize the micro-moments that matter along each shopper's journey as they blend the digital and physical worlds."
Salesforce.com’s Mobile Clienteling will give retail associates a 360-degree view of customers, offering data on locations, purchase histories, shopping preferences, social profiles -- even anniversary dates and birthdays. Retail associates can also access a customer’s browsing history and past purchases from an iPad so they can make better recommendations.
Mobile Clienteling also lets retail associates offer discounts "based on what shoppers are pinning and tweeting about." Sales professionals can even create virtual profiles to track customers' birthdays and anniversaries and get real-time info on inventory levels and product data on their mobile devices.
Keeping Customers at the Center
“If you want to succeed in today's digital world, you need to put customers at the center of everything you do," said Todd Dean, Vice President of ecommerce and cross channel, Aldo, an e-commerce vendor that focuses on shoes. "Salesforce.com's technology is transforming our business by empowering us to build deeper relationships with our customers on every channel."
Another aspect of the new solution is Salesforce Communities for Retail, which lets retailers create custom social and mobile communities so customers, partners and employees can connect with their brands and collaborate with one another. With the customer solution, for example, shoppers can connect with a brand and other customers to get answers to questions, product recommendations and promotions from their mobile devices.
Meanwhile, Salesforce.com partners Capgemini and PwC have joined the Salesforce1 for Retail ecosystem to develop innovative new retail solutions built on the Salesforce1 platform. Capgemini ClientAssist, for example, aims to help retail associates upsell and offer more personalized customer service. PwC's Total Retail Clienteling promises an integrated and personalized customer experience across store, social and mobile channels.