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Salesforce rolls out Commerce Cloud to unify retail channels

Tue 27 Sep 2016

Online transaction

Salesforce has launched its anticipated Commerce Cloud platform following the acquisition of e-commerce company Demandware earlier this year. The move is expected to gain the tech giant a stronger position in the B2C market for web-based, mobile and in-store transactions, marketing and customer service.

The new cloud-based service, announced originally in June, already counts over 1,800 brands including Cole Haan, Puma, L’Oréal USA, and Suitsupply. The platform has been designed to deliver a more ‘unified’ integration between the online and real-world retail spaces.

Salesforce emphasised the importance of brick-and-mortar retail in its official blog post today, noting that while consumers will place more orders on mobile phones than on any other device by the end of 2017, around 90% of all purchases are still made in physical stores.

‘The connected customer is transforming commerce, creating new opportunities for brands to transform the buying experience,’ said Jeff Barnett, CEO, Salesforce Commerce Cloud. ‘By bringing together the leader in enterprise cloud commerce with the world’s #1 CRM, we’re empowering brands to deliver personalized and unified customer experiences,’ he added.

The new cloud offering, which is now generally available, provides support for One-Touch Checkout with Apple Pay across mobile devices, and will also be integrated with Salesforce’s new Einstein artificial intelligence layer. This feature will support capabilities such as personalised Product Recommendations for shoppers, Predictive Sort to arrange a user’s search results in line with personal preferences, and Commerce Insights for informing physical and online store merchandising and planning.

Salesforce CEO Marc Benioff is keen to advance the sales platform’s portfolio and revenue growth ahead of its main competition, Oracle and Microsoft. The company bought Demandware in June this year for $2.8 billion (approx. £2.2 billion) – its biggest deal to date.

Salesforce is also reportedly considering a bid for social media site Twitter, interested in boosting its customer service communications and business intelligence capabilities.

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