Salesforce Unveils Insight and Personalization Tools

CRM software giant Salesforce has announced a series of new data and AI-powered tools designed to enhance shopper experience by giving merchandisers and marketers a real-time understanding of customer behavior and preferences. The solutions are based on the firm's Einstein 1 Platform.

The new tools integrate generative AI with the Salesforce Commerce Cloud and Marketing Cloud platforms, and promise to 'optimize every customer interaction - increasing loyalty, driving revenue, and boosting employee productivity'.

New for shoppers is Einstein Copilot, which drives personalized conversations with shoppers, allowing them to find what they need via natural language interactions on retailer channels, and tapping data such as their past purchases and location. New features for retail merchandisers include Return Insights in Order Management, which analyzes patterns in returns activity, as well as user sentiment, to allow issues to be addressed quickly; Inventory Insights, which gives near real-time access to inventory data and insights; and Customer and Product Insights helping merchandisers visualize trends using data from Commerce Cloud, Marketing Cloud and Data Cloud.

For retail marketers the tool helps with global promotions by bringing together customer marketing and promotions data with predictive insights to forecast potential promotion revenue; with A/B testing and fine-tuning promotions; creation of segments to assist targeting and personalization; and content creation based on natural language prompts powered by generative AI.

Jujhar Singh, EVP & GM of Salesforce Customer 360 Applications and Industries, comments: 'Companies that leverage their customer's data effectively to build trusted, connected commerce experiences will see stronger customer loyalty and profitability. Every business must focus on driving efficiency and growth with new integrated and AI-powered innovations that enable a faster path to purchase and greater customer satisfaction'.

Web site: www.salesforce.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.