Lower the Cost of Ownership with Unified Commerce
Learning Objectives
After completing this unit, you’ll be able to:
- Define unified commerce and explain how it differs from omnichannel.
- Describe the key behaviors of today’s digital-first customer.
- Explain the benefits of unified commerce for both brands and customers.
- Identify the benefits of integrating Agentforce Commerce with Agentforce Marketing and Agentforce Service.
Get to Know Your Digital-Only and Digital-First Customers
Digital-only and digital-first customers are responsible for the majority of online sales. These shoppers and buyers primarily use digital channels like websites, apps, and social media to interact with online sites, research products, and make purchases. Digital customers have sophisticated digital standards, setting high expectations for all interactions. They also expect easy, connected transactions, and prefer fast and reliable performance more than the underlying mechanics.
Personalize Customer Engagement with Unified Commerce
To meet digital customer expectations and drive growth, brands and retailers are turning to a unified approach to commerce. In a unified commerce operation, all sales channels, touchpoints, and back-end systems work as one. Agentforce Commerce (formerly known as Commerce Cloud) is a world-class unified commerce solution that includes Salesforce B2C Commerce, Salesforce Order Management, and Salesforce Point of Sale (POS). With unified commerce, everything from commerce websites and mobile apps to inventory and POS are on a single platform.
Increase Growth and Revenue with Unified Commerce and Data 360
Unified Commerce, integrated with Salesforce Data 360, delivers access to unified data across the platform and your business. This strategic advantage eliminates data silos and moves beyond an omnichannel focus with unified data. This single-source view of real-time data across all shopper touchpoints gives you insights into the entire customer journey. Your brand can now deliver exceptional, personalized, and fully informed customer experiences that help drive growth, build brand loyalty, and increase revenue.
Lower the Cost of Ownership or Increase Growth and Efficiency with Unified Commerce
Unified commerce makes consistent customer experiences across online, in-store, and mobile channels possible. It connects digital commerce, POS, and order management on one platform. Agentforce Commerce is the only solution that can stitch these elements together with one unified platform.
You can manage your digital storefronts with Salesforce B2C Commerce, while Order Management and POS connect all your backend operations and physical stores. Unified commerce gives your operational teams a centralized, real-time view of every product, order, and customer interaction.
Benefit Your Brand and Customers
Unified commerce offers numerous benefits for your brand and customers.
For Brands
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Increased efficiency: Integrated systems and channels, streamlines operations, reduces redundancies, and improves overall efficiency.
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Better data insights: A complete view of your customer data, helps you make informed decisions and create targeted marketing strategies.
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Enhanced customer loyalty: Consistent and personalized experiences across all touchpoints helps you build trust and loyalty among customers.
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Scalability: A unified platform helps your brand to scale operations easily and adapt to changing market demands.
For Customers
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Seamless experience: Customers enjoy a consistent and engaging shopping experience, regardless of the channel they use.
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Personalized interactions: Customers get personalized recommendations, promotions, and content.
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Convenience: Customers can switch between channels, track orders, and access customer support.
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Faster service: Customers experience quicker response times and faster delivery options, meeting the demands for fast services.
Increase Operational Efficiency
With Salesforce, a unified commerce ecosystem is just the tip of the unified business model. When you combine Agentforce Commerce with Agentforce Sales, Agentforce Marketing, and Agentforce Service, the resulting ecommerce solution becomes a part of the Salesforce Customer 360 platform. Now, that’s a unified commerce experience, where unified data flows into the entire Customer 360 platform.
When you unify your Salesforce systems, your business operates with unprecedented efficiency and insight.
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Gain a single source of truth: Centralized data gives you a complete, accurate view of sales, inventory, and customer behavior across all channels.
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Optimize operations: Connecting systems like order management, inventory, and fulfillment reduces manual effort and errors.
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Improve forecasting and planning: With real-time visibility into what’s selling, where it’s selling, and to whom, you can use AI to forecast demand accurately.
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Increase revenue: By reducing friction in the buying process, you reduce abandoned carts and increase conversions.
Connect Commerce and Marketing
Successful online businesses continually create new personalized experiences that encourage shoppers to explore their brand and make purchases. By connecting Agentforce Commerce and Agentforce Marketing together, you can harness the strength of both platforms to deliver personalized customer engagements.
Enhance Customer Engagement
Unifying data from Agentforce Commerce and Agentforce Marketing provides a 360-degree view of customers, which can lead to more personalized customer engagement. Real-time transactional data from Agentforce Commerce combined with segmentation and automation in Agentforce Marketing creates consistent, relevant messaging across touchpoints, which improves efficiency and satisfaction.
Cultivate Brand Loyalty
Integrating commerce and marketing operations help brands create highly personalized customer journeys. The AI capabilities in Agentforce Marketing, such as send time optimization and engagement scoring, use data from Agentforce Commerce to determine optimal communication timing and channels. Predictive recommendations suggest relevant products based on customer data. This level of personal engagement helps build brand loyalty.
Increase Revenue Growth
Increasing average order value (AOV) and reducing cart abandonment is a proven approach to increasing revenue. Strategies for using Agentforce Commerce and Agentforce Marketing to increase revenue growth include the following.
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Reduce cart abandonment: Agentforce Marketing automation uses data from Agentforce Commerce to create targeted email or push notifications.
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Enhance sales opportunities: Grow cart size with personalized product recommendations powered by Agentforce Guided Shopping and predictive recommendations.
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Drive higher conversion rates: Agentforce Marketing personalization dynamically adjusts customer-facing content and offers based on real-time behavior.
Connect Commerce and Service
Service reps need a complete, real-time view of customers across commerce and service to ensure an excellent customer experience. Combining Agentforce Commerce and Agentforce Service gives reps the following capabilities.
- Review full product catalogs and real-time inventories.
- Access product recommendations.
- Gain the ability to “order on behalf of” customers, such as add items to carts and complete transactions.
- Confirm in-store pickup and arrange product repair.
Turn Customer Service into a Shopping Channel
Connected service and commerce give reps the tools to turn service interactions into cross-selling and upselling opportunities. Reps can review customer data (orders, profile, case history) from the service console to co-browse, view carts, add products, and complete transactions for the shopper.
Enhance Proactive Service Messages
Reps proactively address product and service issues aired online. Agentforce Service, integrated with a channel listening service, helps reps identify and respond promptly to online posts by using keywords and language detection. Linking Agentforce Service and Agentforce Commerce together gives reps a complete view of the customer and context so reps can respond with a personalized message.
Maximize Service Productivity
Service reps can use the service console to access a unified knowledge base articles and FAQs to answer questions. Access through the console helps reps give quick answers to FAQs and other requests. Reps can also use structured customer records and interaction history to personalize support and cultivate repeat buyers.
Next
In this unit, you learned how unified commerce helps your sales channels, touchpoints, and back-end systems work as one. You also learned how by integrating Agentforce Commerce capabilities with Agentforce Marketing and Agentforce Service, you can deliver seamless, personalized interactions and boost your organization's efficiency. Next, learn about Agentforce Commerce products.