Salesforce created a stir across all sectors when it announced Salesforce Genie, its newest product, last September. But, if there’s one sector that should be hyped about the latest addition to the Salesforce suite, it’s the retail industry.
After all, Salesforce Genie has the potential to completely transform retailers, giving them access to tons more insight into their customers’ behaviour, as well as the ability to access that data in real time! As it lies at the heart of the Salesforce Customer 360 platform, Salesforce Genie can become a seamless part of any organisation’s day-to-day processes, saving them both time and money.
With this in mind, the experts here at Trigg Digital have rounded up three ways in which Salesforce Genie has begun to disrupt the retail industry. Read on to find out more…
- Get A 360 Degree View Of Your Customers
With Salesforce Genie, retailers can view their customers’ wants and needs in more detail than ever before. Genie gives users the ability to seamlessly connect data from a variety of sources and channels, and view them all in one place – and since this data is updated in real-time, retailers can get up-to-minute insights into their customers’ activity. Customer insights can be crucial for all businesses, especially for those in the retail sector, and Salesforce Genie allows businesses to harness this data and orchestrate real-time actions both upstream and downstream. By analysing all available data points, businesses can stay abreast of the market and better understand what they can do in order to both increase their customer lifetime value and acquire brand new customers.
The ability to have a single, detailed view of their customers, and get joined-up insights into their activity in every area, is revolutionising the way retailers are doing business. Many retailers aren’t lacking customer information – it’s fragmented and they have difficulty accessing and devising the next best action from their data. Some retailers are forced to deal with a variety of third-party applications and outdated technologies, forcing incompatible platforms to work together and involving a great deal of manual labour and data entry. Today’s retailers are working with an average of 44 separate front-end technology systems, creating a lot of wasted time and a lot of room for error. Salesforce Genie, on the other hand, can simplify the process, reducing the number of applications required and bringing the number of manual data entry hours down to zero (or at least close!).
- Unify Your Sales, Marketing, And Customer Service Functions
The Salesforce Customer 360 platform helps retailers make their sales, marketing, and customer service teams more efficient. Just as Salesforce Genie unifies customer data from a variety of sources, it also helps retailers to connect sales, marketing and customer service staff to effectively collaborate, with a customer-first mindset. For a start, the access to real-time customer insights that Salesforce Genie provides can help retailers to improve their customer interactions throughout every step of the process, from sales and marketing to dealing with any customer queries or issues. Using tools like Einstein, retailers are able to utilise artificial intelligence-led insights based on their customers’ behaviour. Sales, marketing and customer service teams can leverage these insights to strengthen their relationships with these customers, whether they’re pre-existing customers or new leads. They can also use Einstein to offer a more personalised experience – for example, by sending out automated emails or creating chatbots to deliver round-the-clock (24/7/365) service.
Salesforce allows retailers to respond to their customers’ needs faster, and respond to their issues in real time. Take, for example, a customer who bought a product that turned out to be defective a few days later. They’d contact customer service, and while waiting for a response, they could receive an automated email asking if they were happy with their new purchase. This would, of course, be frustrating to the customer and leave them less likely to keep using the same brand in the future (and is very likely to end with a scathing review for that product on the website). With Salesforce Genie and Service Cloud, retailers ensure this situation doesn’t happen by automating processes that are triggered if the customer contacts customer service, pausing any marketing or sales emails until their issue has been dealt with.
- Build Stronger Relationships With Customers
With Salesforce Genie, companies can develop a better relationship with their customers thanks to tools such as automated communications, which can to an increase in CLV (customer lifetime value). The real-timed data generated by Salesforce Genie enables retailers to deliver a much more personalised, relevant and timely experience. And, as 80% of consumers claim that they are more likely to buy from a company that gives them a tailored experience, that’s a sure-fire way to get ahead of the competition!
According to research by McKinsey, 71% of consumers surveyed expected companies to offer them personalised interactions, while 76% said they got frustrated when that didn’t happen. If they don’t get what they want, consumers are often more likely to switch to a different brand or product. From post-purchase emails checking in on customers to messages containing personalised follow-up deals, tailored communications makes the customer feel more special, and help retailers to build meaningful lifelong relationships with the customers, creating loyal brand advocates rather than one-time customers. If a customer has had to deal with customer service or fallen out of touch, Salesforce helps businesses to re-engage with them and drive customer loyalty. For example, satisfaction surveys or promotional offers can be sent out to them, and entice them back. Customers’ heads are constantly being turned by other products or services or on the market, and by making them feel valued with the help of Salesforce’s insights, you can win them back.
How it could help your business
So, now you know how Salesforce Genie could transform your business – but what about seeing how it works in action?
One retail-based business that’s already seen the benefits of Salesforce Genie is L’Oreal. As a core part of their strategy, L’Oreal is dedicated to selling beauty products that cater to people’s unique needs, so the team wanted to ensure they are able to react quickly and efficiently to changing consumer requirements. That’s where Salesforce Genie and Customer 360 came in. L’Oreal were able to implement Marketing Cloud across a range of brands and personalise individual customer journeys by utilising historical and real-time data (i.e. with tailored messaging and on their preferred platforms). This meant they are able to recommend products to customers based on their previous shopping habits and even send them personalised beauty tips and advice. Einstein’s AI-powered recommendations helped them deliver relevant communications based on each shopper’s experiences across more than 200 of L’Oréal’s websites. According to L’Oreal, these predictive recommendations have generated a pretty hefty 15%-20% of sales for one of their key brands.
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Do you want to learn more about how Salesforce Genie could help you revolutionise your business?
Salesforce Genie has already proved to be a game-changer for retail businesses. Today’s customers have higher and higher expectations, and Salesforce helps you offer them a more personalised and connected experience. Here at Trigg Digital, we want to help you make your business as efficient as possible, and offer your customers the best experience possible, so don’t hesitate to contact us today.
Get in touch to learn more…
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hello@triggdigital.com
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