Salesforce updates Commerce Cloud with recommendations based on AI


In an effort to make a splash at the National Retail Federation's big conference in New York on Jan. 14, Salesforce presented a major update to its Commerce Cloud platform, which is expected to be widely available in the first half of the year. this year. A beta version of the service is now available.

The Salesforce Commerce Cloud platform includes APIs, platform services, and development tools that allow businesses to integrate "smart trading experiences" into every aspect of the business experience. 39; purchase.

"Our platform allows you to go from code clicks to easy-to-use templates, allowing you to, for example, give your business application the skills of Alexa (voice recognition integration with the popular smart assistant). # 39; Amazon), "Mike Micucci, CEO of Salesforce Commerce Cloud, told eWEEK.

The voice interface becomes a standard feature

One of the first customers, fashion retailer Perry Ellis, has already taken advantage of voice features.

"With Salesforce, Perry Ellis launched Skill" Ask Perry Ellis ", a voice-activated personal stylist powered by Amazon Alexa to provide fashion assistance and connect the customer at the right time at the right time," said Vincent Panzanella , Vice President of Marketing. and communications at Perry Ellis, said in a media advisory.

Another key feature of the platform update is the advances in Salesforce's Einstein AI software. Einstein's new application recommendation API (application programming interface) allows merchants to quickly integrate Einstein-based product recommendations beyond their e-commerce site , by offering intelligent recommendations in mobile applications, as well as in marketing and customer service channels.

With the new Einstein Visual Search, buyers will be able to "take photos and search" products using images, not text. For example, customers can take a picture or screenshot from their cell phone to search for the product on a Commerce Cloud – compatible site or see the most relevant option available depending on the location. downloaded image.

In a demonstration for eWEEK, Micucci has put online a picture of the jacket that he wore in cold weather and the commerce application indicated where you can buy it, including the store address.

Real-time inventory results at the scale

Micucci pointed out that Commerce Cloud offers large scale inventory results.

"You may have stocks in the US, in stores, distribution centers and warehouses," he said. "We do it on a scale, which means that the system can handle tens of thousands of requests and that customers have nothing to program to make it evolve. It can handle millions of requests per minute and allocate inventory. "

The scalability of the system also means that companies can launch programs such as store search or online shopping, in-store pickup, and support for large requests that may occur during peak periods, such as flash sales and vacations.

Spalding, another former Commerce Cloud customer, uses the platform to deliver a more personalized customer engagement.

"We relaunched with Commerce Cloud's Storefront reference architecture and launched U Design, an experience that allows customers to laser-engrave the logos of their favorite NBA team and personal product text, resulting in an improvement. immediate and exponential online conversion, Matt Day, head of digital marketing and e-commerce at Spalding, said in a media advisory: "With Commerce Cloud, we can deepen our relationships with our customers by connecting them to products , unique information and experiences. "

Centralized trading platform to manage customer engagement

Beyond specific features, Salesforce said the new Commerce Cloud was functioning as a central commerce platform designed to streamline distribution and availability issues. According to a study conducted by Salesforce and Deloitte, retailers currently use up to 39 different systems to manage customer engagement (point of sale, mobile, call center, email marketing and social media ). With Commerce Cloud, the goal is to keep engagement and sales in a unified experience so the customer does not have to change channels to complete the transaction.

Salesforce reported having more than 100 consulting partners around the world supporting integration and ecosystem efforts to create unique Commerce Cloud-based customer experiences, including: Deloitte Digital, Accenture, Capgemini's LYONSCG, Publicis.Sapient , OSF Commerce, Astound and PixelMEDIA.