{"id":6143,"date":"2024-01-15T15:52:28","date_gmt":"2024-01-15T15:52:28","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/salesforce-announces-new-tools-for-retail-marketers\/"},"modified":"2024-01-15T15:52:28","modified_gmt":"2024-01-15T15:52:28","slug":"salesforce-announces-new-tools-for-retail-marketers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/salesforce-announces-new-tools-for-retail-marketers\/","title":{"rendered":"Salesforce announces new tools for retail marketers"},"content":{"rendered":"


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Salesforce is launching new data and AI-powered tools for retail marketers, retail merchandisers and shoppers. The announcement came on the first day of this year\u2019s National Retail Federation show.<\/p>\n

Innovations for retail marketers include predictive insights into future potential promotion revenues, segment creation based on generative AI prompts, and content creation tools (visual content, email subject lines and body copy).<\/p>\n

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We spoke with Jay Wilder, VP product marketing at Salesforce Marketing Cloud, about the significance of the new offerings.<\/p>\n

Global Promotion Management and Referral Marketing. <\/strong>\u201cTraditionally, promotions management and referral management have been handled by other types of toolsets, other types of vendors,\u201d said Wilder, \u201cbut what we\u2019ve heard from our customers is that those kinds of approaches wind up being integrated pretty poorly with technologies and processes. Customers feel like they\u2019re dealing with different departments rather than having a holistic brand experience.\u201d<\/p>\n

Salesforce is building Global Promotion Management into Loyalty Management which, in turn, is built directly on the Salesforce CRM platform. \u201cIt\u2019s natively integrated with Data Cloud,\u201d he said. The possibility of segmenting loyalty and non-loyalty customers by preferences, purchase patterns, lifetime value, and so on, is directly integrated into the process.<\/p>\n

For Referral Marketing also, Data Cloud is directly integrated into the workflow with AI tools to help identify highest propensity customers to be advocates and influencers for a brand. <\/p>\n

Segment creation. <\/strong>Using natural language prompts for segment creation is simple, as Wilder put it, \u201ccommunicating with software in the language we all know.\u201d Traditionally, he explained, there has been a translation process, beginning with a business objective and then involving SQL queries to databases \u2014 \u201ca continuing manual process.\u201d<\/p>\n

Data Cloud allowed this process to evolve into click-and-drag. \u201cThat was a big step in democratizing it,\u201d said Wilder, \u201cbut now I can simply describe to Data Cloud the type of segment I\u2019m trying to create. You type it in and then refine it. It\u2019s using our Einstein Trust layer, so we\u2019re making sure that it\u2019s done in a safe way, and it\u2019s keeping the marketer in the loop so that they know when they\u2019re happy with that segment.\u201d<\/p>\n

Content creation<\/strong> for Marketing Cloud engagement. <\/strong>\u201cThis is all about bringing generative AI into the flow of work. If I\u2019m a marketer, I don\u2019t want to have to go out to some external tool, especially if I don\u2019t know what the security and governance protocol is. I want to work within tools that I know.\u201d An email marketer, for example, will be able to generate subject lines and body copy at scale within Marketing Cloud. Generative AI for visual content is offered through a partnership with the start-up Typeface.<\/p>\n

\u201cThink about data, AI and activation as one conversation. Don\u2019t think about them separately, because they all need to work together. The last piece,\u201d Wilder continued, \u201cis can we make this all show up in the flow of work?\u201d<\/p>\n

Why we care.<\/strong> Salesforce, of course, is not alone in timing its solutions for retail announcement to coincide with NRF. Whether you\u2019re a retail marketer or not, what you\u2019re witnessing is the ongoing effort by Salesforce to embed generative AI in workflows across its suite of products. It\u2019s competitors are doing the same thing.<\/p>\n

Wilder also emphasized that, with the cost of customer acquisition steadily growing, keeping existing customers loyal and engaged is a critical mission for businesses. That\u2019s what these tools are designed to do.<\/p>\n

New for retail mechandisers and shoppers. <\/strong>In addition to the solutions aimed at retail marketers, Salesforce had news for retail merchandisers;<\/p>\n