Salesforce Announces New Marketing Cloud Services, Empowering Retailers to Create Smarter 1-to-1 Customer Journeys
New services deliver a framework for digital transformation and capabilities to deploy and manage journeys for retailers
Salesforce delivers the world's #1 CRM combined with industry and cloud transformation expertise to help retailers connect with their customers in new ways
Leading global retailers including Ralph Lauren, Room & Board and TOMS use the Salesforce Marketing Cloud to connect with customers in a whole new way
SAN FRANCISCO, Jan. 19, 2016 /PRNewswire/ -- Salesforce (NYSE: CRM), the Customer Success Platform and world's #1 CRM company, today announced two new Salesforce Marketing Cloud services for retailers at the National Retail Federation (NRF) Big Show 2016—Salesforce Strategic Framework for Retail Customer Journeys and Strategic Retail Professional Services—empowering retailers to create smarter 1-to-1 customer journeys. These new services combine the world's #1 CRM with industry and cloud transformation expertise to help retailers increase revenue through personalizing their customer engagements.
Retailers that deliver a seamless, personalized customer experience across in-store and digital will emerge ahead of the rest1. In fact, the recent Salesforce "Connected Shoppers Report" found that 24 percent of shoppers would like retailers to know who they are when they walk into stores with location-based technologies. Nearly half (49 percent) are willing to exchange data and social media profiles with brands to get better service. This represents an unprecedented opportunity for retailers to build deeper connections with their customers and accelerate growth.
Deliver Smarter 1-to-1 Customer Journeys at Scale with the Salesforce Marketing Cloud
Salesforce Marketing Cloud is a digital marketing hub that makes it possible for marketers to plan, personalize and optimize 1-to-1 customer journeys across multiple channels. It brings together all the things that matter to marketers – a complete view of the customer, content, personalization, all digital marketing channels (email, mobile, web, apps, social, advertising) and the power of the customer journey. By nurturing customers through triggered and automated journeys as well as collecting data to develop more personalized future campaigns, retailers can engage customers in a smarter way and predict their likelihood to take specific actions.
The new services for retailers include:
- Salesforce Strategic Framework for Retail Customer Journeys: Salesforce now offers the Salesforce Strategic Framework for Retailer Customer Journeys, a unique collaborative approach to help retailers design their customer journeys and execute digital engagement programs. Through carefully designed interviews and workshops, the Strategic Framework helps retailers define digital goals, review existing programs and identify and prioritize opportunities to accelerate revenue. Salesforce collaborates with retailers using proven tools such as path-to-value analysis, email and mobile marketing content templates, personalization best practices and the deployment of specific toolkits within retail sub-verticals, such as furniture, apparel/accessories and grocery/drug.
- Salesforce Strategic Retail Professional Services: Once retailers have gone through the Strategic Framework, they can leverage Salesforce's retail professional services to deploy digital marketing programs and manage retail customer journeys. Drawing upon a wide range of industry expertise and best practices, Salesforce offers the world's #1 CRM combined with industry and cloud transformation expertise to help retailers connect with their customers in new ways.
Comments on the News
- "With the Salesforce Strategic Framework for Retail Customer Journeys and the power of the Salesforce Customer Success Platform, retailers have a clear path to increasing revenue through personalizing and automating their customer engagements," said Scott McCorkle, CEO, Salesforce Marketing Cloud. "And with our retail professional services, every retailer has access to an army of customer experience experts, data scientists and engineers, helping them to exceed customer expectations."
- "One of the most important pieces of our business is to create a seamless experience for customers, but this can be a challenge when we blend the online experience with the personalized attention that customers would receive from an in-store visit," said Kimberly Ruthenbeck, director of web customer experience, Room & Board. "Salesforce Marketing Cloud has allowed us to communicate with our customers individually, provide a tailored experience and help them through the process of creating a perfect home, which is different than the perfect home for someone else."
Salesforce Marketing Cloud: Create Smarter Retail Customer Journeys
With the Strategic Framework for Retail Customer Journeys retailers can work collaboratively with Salesforce to optimize their customer engagements using Marketing Cloud technology, including:
- Journey Builder: Guide customers on 1-to-1 journeys across marketing, sales, service and beyond, uniting the brand's voice and providing a seamless experience. Tailor every interaction based on specific customer actions to deliver timely, relevant content that reaches customers when, where and how they prefer.
- Audience Builder: Retailers no longer need to manually build custom databases to connect different systems. This powerful and easy-to-use customer data platform empowers retailers to segment targeted campaign lists based on multiple, complex customer attributes. Audience Builder includes more than 30 out-of-the-box segmentation attributes for retailers with e-commerce data, order history and customer lifetime value metrics. For example, if a retailer wanted to segment the delivery of new offers to shoppers based on the customer's average order value, a customer with a higher average order value could receive a better offer, such as a 30-percent discount versus a 15-percent discount.
- Content: Companies can execute email, mobile, social and web marketing alongside digital advertising. With a central location to manage images, videos, copy, templates and messages, marketers can leverage content, offers and components across channels.
- Personalization: Build individual behavioral profiles for every contact and create dynamic subject lines and content using customer attributes. Using machine learning to drive predictive and adaptive interactions across the customer journey, companies can leverage rich algorithms to serve personalized content across channels.
- Analytics: Analyze customer data and audience performance by testing and measuring the success of campaigns, content and more to optimize experiences. Marketers can also configure custom analytic reports aligned with business goals.
Global Leaders Deliver 1-to-1 Customer Journeys at Scale with the Salesforce Marketing Cloud
Marketing Cloud customers sent more than 2.3 billion emails using Marketing Cloud on Cyber Monday 2015, a 44 percent increase over 2014, and a 77 percent increase over the daily average in November. Marketing Cloud topped out at 191 million emails sent in a single hour on Black Friday 2015.
Pricing and Availability
- Salesforce Marketing Cloud is generally available today and pricing starts at $400 per month.
- Salesforce Strategic Framework for Retail Customer Journeys is generally available today to all Marketing Cloud customers at no additional cost.
- Salesforce Strategic Retail Managed Services are generally available today and start at $6,500 per month.
Salesforce, the Customer Success Platform and world's #1 CRM company, empowers companies to connect with their customers in a whole new way. For more information about Salesforce (NYSE: CRM), visit: http://www.salesforce.com.
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1 Accenture, "Accenture Seamless Retail Study ," April 25, 2013
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