Salesforce today announced a series of embedded apps and integrations aimed at spreading Commerce Cloud across marketing, sales and service channels. The aim is to allow customers to create purchase experiences anywhere.
Customers use an average of nine channels to engage with brands and 76% prefer to match choice of channel to their immediate needs, according to the latest Salesforce State of the Connected Customer report.
Why we care. A major martech player continues the trend of allowing customers to convert wherever they happen to be. The days when one channel is used for the discovery of products and services and requires a transition to a separate channel for purchases, will soon be far behind us.
Dig deeper: Salesforce: AI is the new UI
The new capabilities. Among the announced innovations are the following:
- Reorder Portal is an automated, personalized tool to engage repeat buyers. It uses Next Best Actions powered by Einstein AI.
- Order Support also uses Next Best Actions to identify sales opportunities and product recommendations during customer service interactions.
- Pay Now is a new Salesforce Payments feature allowing customers to convert immediately in the digital channel they’re already using.
- Snapchat for Commerce enables the creation of ads on the Snapchat platform and will also allow customers to convert while using the app.
“With the latest Commerce Cloud apps for sales, service, and marketing, businesses can take an all-encompassing approach to commerce, transforming every customer touchpoint into a transaction opportunity,” said Michael Affronti, GM and SVP of Commerce Cloud in a release.
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