In early October, Commerce Cloud made its official debut at Dreamforce, the annual Salesforce conference that attracts more than 100,000 attendees to San Francisco. In addition to a keynote by Commerce Cloud CEO Jeff Barnett, we led three breakout sessions covering some of the most pressing issues facing retailers and brands today: personalization, mobile commerce, and the future of stores.
If you did not attend Dreamforce, fear not. Below is a brief synopsis of the breakout sessions, with a link to the videos in their entirety.
True Religion Delivers Personalized Journeys
This session introduced attendees to Commerce Cloud Einstein, the predictive intelligence engine embedded into Commerce Cloud that delivers individualized shopping experiences including product recommendations, predictive email and, soon, predictive merchandise sort. One of the more than 125 sites already live with Predictive Recommendations is True Religion Brand Jeans, whose SVP John Hazen explains in detail how Commerce Cloud Einstein is “dramatically different” than other offerings, and the upside for its business.
Mobile Commerce and Retailer Success
This session tracks the trajectory of mobile commerce, and examines the existing points of friction including checkout, and how innovations like Apple Pay flatten the funnel to ease mobile commerce for shoppers. Innovative customers including Giorgio Armani Beauty (a division of L’Oreal, Design Within Reach and ECCO China discuss their mobile journeys, their challenges, successes and what the future holds for mobile commerce. DWR shared how it managed to realize a 44% increase in mobile transactions, a 21% increase in conversion and a 16% increase in average order value on its mobile site.
Stores are Dead. Long Live Stores!
Digital commerce is growing by double digits, and seems to be where all the innovation is happening, so what does that mean for the future of brick and mortar stores? Is there a future? In this session, The Gap, New Balance and Furst Group (Keen and Chrome brands) discuss what they need to do to make their stores relevant and successful. At a macro level, the three brands say it’s about delivering personalized, seamless experiences while focusing on unique brand expression. All also agree that when it comes to the people, processes and technology change required to evolve stores, technology is the easy part.