This March, ShopTalk was back in person after two long years. And this retail technology conference certainly came back in style – roughly 10,000 attendees and more than 250 speakers met in Las Vegas to chart the future of retail tech and exchange ideas on industry trends. Fittingly, even the wifi password was “welcomeback.”
Of course we couldn’t miss this occasion. Our very own Sam Elliott, Strategic Account Executive, presented at the Salesforce booth. His talk focused on the importance of organizing a retailer’s tech stack to best suit today’s customers and how CDP can help. Keep reading for a summary of the presentation:
Most retailers today aim to achieve a comprehensive view of each unique customer. That granular insight, in turn, would allow them to create personalized customer journeys. This strategy offers some big benefits:
Achieving a comprehensive understanding of each customer is easier said than done. More and more softwares and points of interaction must be taken into consideration and connected.
Maintaining continuity across conversations is tricky when communications happen across channels and devices; data needs to sync across multiple systems in multiple ways. The bottom line is that retailers need a single source of truth to make sense of all this information.
Salesforce helps by connecting disparate systems. Data is synced from the web, CRM, ERP and Marketing Automation platforms. Further, when specific customers contact the brand, Salesforce can automatically identify them. Complex calculations for targeted segmentation happen behind the scenes. Lastly, Salesforce manages data security. This protects the retailer from potential legal missteps and gives managers peace of mind.
Accelerize360 recently helped a prominent retailer reap such benefits with Salesforce CDP (or MC CDP). Here’s an overview:
Our CEO, Vijay Proddhutur and Sam Elliott had a blast. They enjoyed rich conversations with the many VPs and CMOs in the audience. The live performances and awesome speakers broke the work-from-home humdrum. Retail is back – in a big way.
From a company perspective, we had the privilege to share our point of view as CDP experts. If you don’t want to wait until the next ShopTalk to update your retail operations, bring your architecture map to us for a free consultation!