New Salesforce Data and AI Innovations for Retail Help Businesses Drive Efficiency and Deliver Connected Shopping Experiences
14 Janeiro 2024 - 10:00AM
Business Wire
Powered by the Einstein 1 Platform, new
commerce and marketing AI for retail tools help businesses enhance
shopping experiences with shopper insights, digital storefronts, AI
content creation, and more
Today at NRF 2024, Salesforce (NYSE: CRM), the #1 AI CRM,
announced new data and AI-powered tools to transform every shopping
experience. With generative AI built into Commerce Cloud and
Marketing Cloud, retail merchandisers and marketers can tap into
generative tools with a real-time understanding of customer
behavior and preferences to optimize every customer interaction —
increasing loyalty, driving revenue, and boosting employee
productivity.
These new retail innovations are powered by the Einstein 1
Platform. The Einstein 1 Platform connects seamlessly with retail
or shopper data, securely integrating with large language models
(LLMs) to ensure real-time context, brand voice consistency, data
governance, and security. This delivers entirely new shopper,
merchandiser, and retail marketer experiences with connected data
and AI powered apps.
Why it matters: Eighty-three percent of global retailers
have seen operational efficiency improvements with AI, according to
new Salesforce data. And 63% of marketers say that trusted customer
data is important to implementing generative AI in their
businesses. Retailers need a solution that can bring all of their
customer data together into one, trusted platform and use it to
power the most efficient, AI-driven retail experiences.
Salesforce perspective: “Companies that leverage their
customer's data effectively to build trusted, connected commerce
experiences will see stronger customer loyalty and profitability,"
said Jujhar Singh, EVP & GM, Salesforce Customer 360
Applications and Industries. "Every business must focus on driving
efficiency and growth with new integrated and AI-powered
innovations that enable a faster path to purchase and greater
customer satisfaction.”
What’s new for shoppers:
- Einstein Copilot for Shoppers, a new extension of
Einstein Copilot, is a consumer-facing version of the generative AI
assistant that powers personalized conversations with shoppers.
Customers can find products and make purchases faster using natural
language interactions on retailers’ channels like digital
storefronts and messaging apps. For example, a shopper in the
Pacific Northwest can tell Einstein Copilot for Shoppers they need
supplies for a camping trip. Based on existing customer data, such
as the shopper’s location, preferences, and past purchases,
Einstein Copilot for Shoppers can recommend a waterproof and
windproof tent in their preferred color along with a link for
immediate checkout.
What’s new for retail merchandisers:
- Page Designer uses generative AI-powered natural
language prompts to design, build, and customize ecommerce sites
and pages more quickly. For example, a merchandiser can easily
build a campaign landing page for a new line of running shoes by
inputting a few prompts into Page Designer to quickly generate a
new web page that mirrors the branding on its existing
storefront.
- Return Insights in Order Management analyzes data, looks
at patterns in returns activity, and uses AI to prompt retailers to
make product display changes that minimize future returns. It also
uses sentiment analysis to assess commentary on product reviews and
return reason codes to then recommend actions that quickly address
issues with specific products.
- Inventory Insights gives digital retailers a clear view
of available inventory so they can ensure products remain in stock
whenever possible. With near real-time access to inventory data and
insights, retailers can easily manage inventory reservations and
product holds, anticipate new inventory demand, and give customer
service reps product recommendations that they can add to a cart
for their customer.
- Customer and Product Insights uses data from Commerce
Cloud, Marketing Cloud, and Data Cloud to help merchandisers better
visualize trends, such as the top product bundles sold and the most
engaged shopper demographics, to build new targeted commerce
experiences.
What’s new for retail marketers:
- Global Promotion Management helps retailers bring
together customer marketing and promotions data with predictive
insights to forecast potential promotion revenue, so retailers can
easily coordinate pricing and rewards initiatives for both loyalty
members and non-loyalty customers. Using guided setup with
pre-defined promotion templates, marketers can quickly define,
launch, and distribute omni-channel promotions with discounts and
loyalty rewards to better engage with their customer base.
- Referral Marketing helps brands launch referral programs
and quickly improve conversion with pre-built templates and a
built-in ‘Likely to Refer’ AI tool to identify customers with the
highest likelihood of participating in referral programs. Brands
can now review trends and fine-tune promotions to create connected
experiences across interactive email campaigns, landing pages, A/B
testing, and send-time personalization.
- Segment Creation helps retailers improve targeting and
personalization using generative AI prompts, with trusted data from
Data Cloud. Now, retailers can build new segments in minutes that
can be activated across marketing, commerce, service touch points
for tailored journeys, offers, and recommendations across the
shopper experience.
- Content Creation for Marketing Cloud Engagement helps
retail marketers solve content bottlenecks in their campaign and
personalization strategy. Using natural language prompts powered by
generative AI — grounded by first-party data within the Einstein
Trust Layer — marketers can automatically create personalized
on-brand visual content, email subject lines, and body copy at
scale to improve customer satisfaction and conversion.
Customer perspective: “At Shoe Carnival, we pride
ourselves on delivering fun, personalized shopping experiences for
our customers and loyalty members, both in our stores and online.
Salesforce’s unified platform empowers us to leverage data and AI
to deliver a tailored omni-channel retail experience across
marketing, commerce, service, and loyalty management.” – Kent
Zimmerman, VP, ecommerce & CRM at Shoe Carnival
In addition to new commerce and marketing AI product
innovations, today Salesforce announced a series of solutions for
theft, media networks, employee productivity, and real estate that
help retailers better manage operations and create new revenue
streams.
Availability:
- Einstein Copilot for Shoppers is in pilot and will be generally
available in summer 2024.
- Page Designer is currently in pilot.
- Return Insights in Order Management is generally available
today.
- Customer and Product Insights Dashboard and Inventory Insights
are in pilot and will be generally available in summer 2024.
- Global Promotion Management is in pilot and will be generally
available in spring 2024.
- Referral Marketing is generally available today.
- Segment Creation is in pilot and will be generally available in
spring 2024.
- Content Creation is generally available today.
More information:
- Discover how new Salesforce solutions use data and AI to tackle
retailers’ top challenges and opportunities
- Learn more about Salesforce for Retail
- Discover Salesforce Commerce AI tools here
- Find the latest ecommerce trends and insights from
Salesforce
- Read the Trends in Generative AI for Marketing report
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version on businesswire.com: https://www.businesswire.com/news/home/20240114105427/en/
gianna.dimick@salesforce.com
Salesforce (NYSE:CRM)
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