Salesforce NYC Event Highlights Personalization In Action

Salesforce took its Dreamforce event on the road, landing at New York City’s Javits Center Dec. 14. The keynotes, presentations and breakout sessions covered a wide range of solutions and success stories, but the overriding theme for retailers was the importance of applying personalization at every stage of the shopper journey.

Some of the event’s highlights included:

• How Adidas marketers are leveraging the Salesforce Einstein AI solution to orchestrate personalized consumer journeys across multiple digital devices; and

• How UGG shoes are simplifying mobile searches with machine learning-based product recommendations.

In other announcements during the event:

  • Ashley Furniture has selected Salesforce Commerce Cloud and Service Cloud solutions to unify customer experiences across all points of commerce, from shopping to fulfillment to customer service; and
  • Salesforce has launched Distributed Marketing, a product that enables corporate marketers to deliver approved, on-brand customer journeys to large partner networks, such as franchisees, financial advisors and resellers.

Adidas Runs Further With AI

The site has become the sneaker retailer’s number-one store, achieving 66% year-over-year growth, and the ability to deliver personalized experiences to shoppers is a major reason for its success. Stephanie Buscemi, EVP Product Marketing at Salesforce, identified the roles that Salesforce solutions have played.

The Salesforce Marketing Cloud can now gather detailed data from social networks, allowing Adidas to track not just product and company mentions by name but also product pictures and logos. “The Salesforce Data Management Platform (DMP) can capture, unify and activate this customer data, including web behaviors, at scale, and then deliver personalized ads at scale,” said Buscemi.

Einstein segmentation that is built into the DMP allows Adidas marketers to do lookalike modeling, “uncovering new target audience segments that would otherwise have been unknown to them,” Buscemi added.

The retailer uses Salesforce Commerce Cloud to build its online site once and deploy it globally. “It can operate in multiple languages and currencies, to be relevant in the markets a retailer serves,” said Buscemi. The Einstein Predictive Sort capability that is built in allows these sites to “surface only the things that are most relevant to individual shoppers, based on their online behaviors and interests,” said Buscemi.

Einstein also powers bots that Adidas uses for post-purchase outreach to customers. The Adibot can initiate a text conversation with a consumer after she has bought a pair of sneakers: “It has access to all the customer information, so she can make any kind of change, whether that’s the shipping address or the color of the shoes,” explained Buscemi. “The more Einstein…