The retail industry has changed significantly in the past 30 years, and it’s crucial that your CX keeps up with evolving customer expectations. Here’s how Salesforce Commerce Cloud can help.

Thirty years ago, the mall was the epicenter of social activity. Meeting friends, grabbing a snack, and wandering through stores were all part of the mall magic. They were hubs where teenagers and adults would gather, not just for shopping but for the sheer enjoyment of the environment. Whether it was checking out the latest album at Tower Records, picking out new jewelry at Claire's, or hunting for the perfect t-shirt at Marshall Field’s, the mall offered an experience that was unmatched.

The Shift to Online Retail

Fast forward to today, and the retail landscape has changed a lot. The once lively malls have given way to online platforms where convenience and efficiency reign supreme. Teens no longer needs to leave the house to shop; they can browse endless options on Amazon or dream of luxury items on Prada.com, all from their smartphones.  

Nowadays, most people prefer shopping online. In fact, 51% of Americans now prefer to shop online, a number that continues to grow faster than traditional retail. This shift has been powered by the quick adoption of mobile and NFC payments like Apple Pay and Google Pay, especially in places like China, Korea, India, and Japan. The ease of comparing prices and the ability to make instant purchases have also contributed to the decline in brand loyalty. Today’s consumers can find the best deals and buy what they want with just a few clicks, which is a far cry from the days of wandering the mall in search of the perfect item.

Meeting the Demands of Digital Customers with Improved Customer Experience

Customer Experience (CX) significantly enhances the digital shopping experience by focusing on personalization, efficiency, and engagement. How exactly can CX improve the digital shopping experience?

1. CX leverages data to tailor shopping experiences to individual preferences. Personalized product recommendations, targeted marketing messages, and custom offers based on past behavior and purchase history make the shopping experience more relevant and engaging. This helps customers find what they’re looking for more easily and increases the likelihood of conversion.
2. A well-designed CX ensures that digital platforms, whether websites or mobile apps, are user-friendly and easy to navigate. Clear menus, intuitive search functions, and efficient filters help customers quickly find products and information. A smooth and straightforward navigation reduces frustration and enhances the overall shopping experience.
3. A streamlined and efficient checkout process minimizes friction and reduces cart abandonment. Features like one-click payment, saved payment methods, and auto-filled shipping details make it easier for customers to complete their purchases quickly. An optimized checkout process contributes to higher conversion rates and increased customer satisfaction.
4. Providing instant support through AI-powered chatbots, live chat, or virtual assistants addresses customer queries and issues in real time. This immediate assistance helps resolve problems quickly and reduces frustration, leading to a more positive shopping experience.
5. As mobile commerce grows, optimizing digital platforms for mobile devices is crucial. A responsive design ensures that websites and apps function smoothly on smartphones and tablets, providing a seamless experience regardless of the device used. Mobile optimization enhances accessibility and convenience for customers on the go.

By focusing on these key aspects of CX, brands can create a shopping experience that’s not only satisfying but also drives loyalty and success.

Enhancing CX with Salesforce Commerce Cloud

Salesforce Commerce Cloud (SFCC) is a platform that can elevate CX even further. Here’s how integrating the platform into your operations can help:

Integration across channels: SFCC allows brands to manage their online, mobile, and in-store channels from a single platform. This integration ensures a smooth and consistent experience no matter where or how customers shop.

Personalized touch: With advanced AI and analytics, SFCC can deliver highly personalized shopping experiences. The platform leverages customer data to offer tailored product recommendations and targeted marketing campaigns.

Efficient inventory management: The platform's real-time inventory management system helps businesses track stock levels accurately, ensuring products are available when and where customers want them.

Enhanced support: SFCC offers instant support through AI chatbots and virtual assistants. Plus, it integrates various customer service channels to ensure help is available whenever and however customers need it.

Consistent branding: The platform helps brands to maintain a consistent look and feel across all touchpoints, reinforcing brand identity and building trust with customers.

By harnessing SFCC, brands can take their CX to the next level, meeting digital customers' expectations and driving overall success.

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How Concord Can Help

Concord is a proud partner of Salesforce and leverages SFCC’s capabilities to help clients enhance their digital presence and optimize customer experience. Over the years, we’ve helped clients successfully roll out “buy online, pick up in store” (BOPIS) with real-time inventory integration and integrate SFCC with Salesforce Marketing Cloud, Service Cloud, and MuleSoft systems. Our expertise extends to creating a robust data hub and Integration Center of Excellence (CoE) for actionable insights and tailored performance dashboards. We’ve also developed custom applications on SFCC and Heroku platforms and maintained dedicated mobile apps and microsites for unique business needs.

Our CX solutions focus on mapping the customer journey, analyzing behavior, and using our UX expertise to elevate the shopping experience. Plus, we help your customer service team become more efficient by enhancing self-service options, smart call routing, and integrating AI bots to handle common queries. With Concord, you’re not just adopting SFCC—you’re transforming your entire digital operation to better meet your customers' needs.

Contact us today to learn more about how Concord can help you leverage Salesforce Commerce Cloud to create exceptional customer experiences and drive your business forward.