I was walking down the Fashion District last Friday evening, and I was literally amazed to see the opulence the street holds! This district is the epitome of the success of the global retail market from the extent of Macy’s on Herald Square, the glamour of Victoria’s Secret, and the class of Burberry. The place is the ultimate destination for shoppers to experience, discover and purchase products in an elegant way, but how do these companies succeed in gaining the attention of a shopper in this world of distraction?
To be successful, each of these companies has to evolve constantly. Macy’s flagship store at Herald Square contributes close to one billion dollars in yearly sales, and the platform that fuels Macy’s Omni-Channel experience is Salesforce.
This blog is my second one in the series of how consumer goods companies are using Salesforce. In my previous blog, I mentioned the Omni-Channel age and clienteling. A lot of people ask me what Omni-Channel retailing is. In layman’s term, Omni-Channel retailing means providing customers with the same seamless shopping and customer experience across all channels whether they buy on mobile, through a social platform, or at a brick and mortar store.
There is a very fierce competition between companies to draw the attention of consumers. As the physical and digital worlds are getting closer, only customer-focused companies can win this cut-throat competition. The cutting-edge retail technologies have managed to pension off the well-known businesses, only to be replaced by startups fueled by a new age of technology.
A retailer’s credentials can be evaluated on various factors – how they constantly innovate technology strategies and the manner in which they run their customer loyalty program. Only companies who have a steady focus on not varying the CRM strategy have survived in this digital age. Whether you are a luxury brand, a mom-and-pop store or big-box retail, you will be missing out on a significant revenue channel if you don’t invest in an Omni-Channel strategy.
E-commerce platforms are just the surface of retailing; the idea of choosing Salesforce as a CRM is important. It is about drawing a successful Omni-Channel strategy and being able to implement it seamlessly. The technology partner choice can’t be a subjective categorization.
Retailers and consumer goods companies are using Salesforce’s multi-tenant cloud products to implement a powerful Omni-Channel strategy. They use Sales Cloud for selling, Service Cloud for post-sale service, and Marketing Cloud to personalize marketing, engage customers with mobile messaging, and create exceptional social experiences. All this would be impossible without investing in a CRM that can handle multi-channel sales and integrate seamlessly with e-commerce, ERP, and POS systems and is available across all platforms, whether mobile, social, or brick and mortar.
Many retailers fail to provide a seamless experience to the consumers on high-volume sales days, including Black Friday and the subsequent months; to be successful during holidays; this is the time to implement an exceptional Omni-Channel strategy.
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