Salesforce has announced several new features and partnerships to help brands deal with changing consumer behavior patterns, including use of new channels. Among them are a new connector to drive B2B sales and an integration with Alibaba to fuel ecommerce in China.
“With 25% of shopping expected to happen beyond a retailer or brand’s website, app or physical store by next year, companies must quickly adapt and embrace emerging channels to provide their customers with more purchasing options and greater flexibility,” says Lidiane Jones, executive vice president and general manager, digital experiences clouds at Salesforce.
The new offerings include integrations within the firm’s Datorama and Tableau platforms that could help email marketers.
"People expect emails from their favorite brands to be personal, helpful, and relevant," says Bobby Jania, Vice President, product marketing at Salesforce. "With our new innovations, marketing and commerce teams can together leverage first-party Ecommerce data in order to optimize email marketing campaigns and improve their performance."
Salesforce says the new tools provide these benefits:
Salesforce is also offering these new ecommerce integrations:
One client using Salesforce tools is Claire’s. The launch of its new order management system and the same-day Buy Online, Pick Up In-Store, and Click & Collect offerings powered by Salesforce, says Jan Steck, senior vice president of global ecommerce and digital marketing at Claire’s, provide "streamlined omnichannel customer experiences" to meet shoppers' expectations.
“With Datorama, we’re able to gain actionable insights across all our marketing activities and effectively connect them to customer purchases in Commerce Cloud,” Ed Poppe, vice president of CRM and performance marketing at Build-A-Bear, another Salesforce client.
Note: Additional material was later added to this story.