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E-Commerce Snapshot: Connecting with Customers | YouDigital Blog

It wasn’t so long ago that commerce and manufacturing were separate, and processes and customer information weren’t shared between the two. Today brands are rethinking the customer journey from marketing to service to commerce.

Connecting between functions

Connect Marketing and Commerce

Retailers, companies, and brands already have many challenges in rising competition, shifting shopping habits, limited attention span, and low customer loyalty. All of these challenges are changing the way businesses operate. But these changes also provide retailers with opportunities to create new experiences that encourage shoppers to browse and buy.

Businesses seek a direct way of communicating with customers to develop working relationships over time. The most well-known method of doing that is via email. Merchants can use email to send personalized recommendations based on customer order history. Following are the two main categories for email marketing.

Informational emails

Emails that are sent by merchants for information only, not really for selling anything. Good examples of this type of email are Order confirmation email, Status update, Account created confirmation, or reset the password. 

Behavioral email

Behavioral emails are automated emails sent to recipients based on their past actions, such as abandoning a cart after adding a product to the cart or not purchasing a product after searching for the merchandise on the website. With today’s busy lifestyle, customers often forget to buy the item after searching or adding it to the cart. A gentle reminder with the link to the cart or search result can help businesses convert that transaction to a successful sale.

To attract more shoppers, Merchants utilize coupons and incentivize them to shop from their brand. These coupons are generally marketed through email campaigns. And redemption coupon allows them to collect customer data like geographical information of the customer. Collected data helps merchants customize customers' journeys or a more personalized approach to shoppers. Salesforce’s Coupon Redemption Solution kit help merchants implement this exact solution so that they can perform targeted email coupon campaigns.

Connect Customer Data

Businesses can connect customer’s information across multiple eCommerce sites by utilizing a unique identity for each customer across all eCommerce sites.  An excellent example of this is that the customer is willing to purchase a product on your eCommerce site and discuss this with others on the community site. The customer is also interested in searching how-to articles, exploring the FAQs, and of course, buying products. You can connect customer data with a single identity for each customer across your eCommerce sites and your communities.

Connect Customer Service

In the current competitive market, winning loyalty from the customer is challenging. Customers are overwhelmed with the number of different brands, promotions, and styles. Customer service is vital when it comes to winning customer’s loyalty to your brand.

Business leaders struggle to provide the best quality customer service at the same time, keeping the cost low. Another challenge for the business is giving Customer service agents one channel within which they can get a 360-degree view of the customer to save time searching for the customer information across different tools. Many organizations are converting service centers to also sals resources. They can sell more to customers while helping them resolve the issues, but increasing the cost and burden on the service advocate if not provided with the connected solution that provides complete information of the customer in one place.

Solutions for your eCommerce

Salesforce connect commerce provides a complete solution kit that provides a comprehensive customer view across eCommerce and the customer service app. Any update made in eCommerce or service should flow seamlessly between the two applications, enabling agents to cross and upsell with:

  • A full view of the product catalog
  • Product recommendations
  • The ability to “order on behalf of” customers, adding recommended items to their online basket, or even completing an authorized transaction for them

When combined with other Salesforce modules, the commerce cloud becomes an essential part of Salesforce. This includes Marketing, Customer service, and community. Combining all these functions creates a great customer success platform. This allows brands to connect with shoppers effortlessly.

With tools that streamline with all different functionalities around eCommerce, businesses can focus on the customer—and cultivate a repeat buyer and brand advocate.


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