Salesforce Launches Commerce Cloud With Apple Pay And “Einstein” Integration

What Happened
Salesforce on Wednesday launched Commerce Cloud, a new marketing tool that integrates assets from Demandware that Salesforce acquired in June. Salesforce is integrating its CRM and other platforms with Commerce Cloud, which also comes with Apple Pay integration as well as predictive analytics and product recommendations powered by its “Einstein” artificial intelligence platform. At launch, the service is already powering 1,800 retail stores for brands such as Adidas, Lands’ End, and Pandora.

What Retailers Should Do
Retailers can use this new cloud-based marketing service to better serve and engage with shoppers. The Apple Pay integration enables retailers to offer one-touch checkout for both online and in-store purchases, creating a frictionless checkout experience while also closing the online-offline attribution loop. The integration with Einstein, on the other hand, adds some analytics and customization features into the mix to make the system more efficient and data-driven.

For more information on how retailers can better utilize customer data to connect with shoppers across various sales channel, check out the Boundless Retail section in our Outlook 2016.

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Manager of Strategy & Content, IPG Media Lab

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