We are still basking in the glow of Salesforce XChange 2017, our biggest customer event ever, which took place in Las Vegas in mid-May. We are especially pleased that we were able to launch Salesforce LIVE, a series of brief video interviews with retailers, thought leaders, and influencers.
We conducted nearly a dozen such interviews at the event. Here are the highlights.
The future of the store. Steve Rowen of Retail Systems Research says that, in the US, stores have been “over-retailed” for years, and that the herd needs to be thinned. That’s one reason for the number of store closures. The other? Retailers have not kept pace (by a long shot) with technology or training. But Rowen says it’s not all gloom and doom. The future of stores is bright – if retailers evolve and adapt.
Mobile is first. Now what? Wolverine Worldwide is the third largest footwear company in the world. Its Senior Director of Direct to Consumer, Jason Pawloski, explained that the company’s shift to an agile planning process enabled them to quickly pivot in the fall of 2016, when Apple Pay for the web became available for Commerce Cloud. The company extended its holiday code-freeze in order to implement Apple Pay right before the holiday season. Here’s what happened.
Keeping up with millennials and Gen Z. Jeff Fromm is an expert on marketing to millennials and Gen Z. He says it’s neither helpful, nor accurate, to characterize millennials as broke, lazy, narcissists. In fact, he says older consumers often adopt the buying trends set by millennials. He also explains why it’s a “terrible mistake” for brands to misunderstand the distinction between these two enormous demographics, and why tomorrow’s leading brands will leverage social media and CRM to identify influencers.
Retail Trailblazer: Newell Brands Leverages Salesforce Cloud Solutions for a 360 Customer Experience. Newell Brands is a $13 billion company with dozens of household brands. The company is a true retail trailblazer in unified commerce in that leverages many aspects of Salesforce including marketing, service, and predictive analytics, to get a 360-degree view of the customer. “Any possible way a consumer needs us, we’re going to be there for them.”