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Salesforce Adds Support For Apple Pay To Close Online-Offline Marketing Loop

And that means giving shoppers the ability to check out items while in-store.

The need to create a seamless digital and physical shopping environment is widely accepted by retailers as the thing they must do to attract and engage consumers, but putting in the systems to make that reality function remains daunting.

Salesforce is promising clients all the right CRM and sales connections to make it thanks to the integration of Demandware, which Salesforce acquired this past June for $2.billion. That integration is the foundation of the Salesforce Commerce Cloud that is designed to personalize interactions and transactions between brands and customers across web, mobile, social and in-store.

The introduction of the Commerce Cloud also comes on the heels of the company’s IoT-based Einstein’ project, which combines machine learning, predictive analytics, natural language processing, and smart data discovery all within Salesforce CRM umbrella.

The premise is that even as consumers are placing more orders on phones than on any other device by the end of 2017, 90 percent of purchases are still made in stores, Dwight Moore, Salesforce’s Retail Industry Product Marketing Lead told GeoMarketing.

Today, the costly legacy systems that many brands and retailers use to power their commerce do not support the entire customer journey and lack the flexibility required to connect the variety of channels consumers use for shopping, Moore noted. To stay competitive in this quickly changing landscape, brands need a platform that allows them to engage directly with shoppers on any channel and deliver a personalized experience throughout the customer lifecycle.

“With the Commerce Cloud, we can make intelligent recommendations to shoppers based on their behavior of what other products they might be interested in,” Moore said, explaining the greater value of tying online and offline CRM closer together. “Using techniques like predictive sorting when a consumer searches for an item will actually sort the items in the order that we believe will lead to a higher conversion rate — and in fact does.”

Then with Commerce Insight, which helps merchants that are deciding what products are available in promotions, brands can get better clarity on the behaviors that correlate around what products are selling well and not.

“It comes down to these facts: more than 50 percent of consumers are connected every waking hour through their mobile device,” Moore said. “It’s how they begin their day and how they end it. Amazingly, 86 percent of that connected time is spent in apps and interacting with applications and shopping during that time.”

And that’s why the Apple Pay integration is considered so notable for Salesforce’s clients.

“Shopper expectations are constantly evolving,” said Martijn van der Zee, marketing director, Suitsupply, in a statement. “By leveraging the Salesforce 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.”

By touting the “frictionless,” one-touch checkout with Apple Pay, Salesforce Commerce Cloud is among the first software platforms to support Apple Pay for mobile web, “allowing Commerce Cloud customers to offer shoppers the ability to easily make secure and private payments in Safari on iPhone, iPad and on the Mac,” Moore said.

Merchants can quickly take advantage of Apple Pay’s benefits with the option of enabling the feature through a quick and simple configuration. The seamless 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.

“We have the digital commerce, mobile and core point of sale, order management so we can manage that full order orchestration between what’s in the inventory and being able to ensure a seamless fulfillment,” Moore said. “It’s about providing service anywhere, because the relationship doesn’t end with the transaction, it’s just beginning.

“You want to be able to serve that customer anywhere, anytime,” he continued. “Store operations, mobile enablement, e-mail and mobile messaging and finally communities. That’s what we’re able to provide now through this full suite of the customer success platform, powering Salesforce for commerce.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.