How Ecommerce Brands Can Leverage Salesforce Marketing Cloud

Introduction:

Things may come and go but in this constantly shifting world of ecommerce one thing remains constant- customers have all the power. If you ignore them, the consequences are truly horrible. Not threatening you, but it’s true. Your customer is the king that only expects personalised experiences, seamless interactions, and timely communications at every touch point. Meeting these expectations is not just nice to have; but is important for your brand survival. For B2C brands navigating this complex digital landscape; Salesforce Marketing Cloud comes as your true friend and a game-changing platform. It offers a suite of next-level tools that help brands connect with their customers like a family in meaningful and data-driven ways. At TIS, we helped numerous e-commerce businesses unlock the full potential of the salesforce marketing cloud and the results speak for themselves. In this blog, we will explore exactly how ecommerce brands can use Salesforce Marketing Cloud features for higher conversion rates, sustainable growth, and strong customer relationships Let’s get started:

The Challenge Faced By Ecommerce Brands:

Before understanding Salesforce Marketing Cloud, its features, and more, let’s first learn why ecommerce brands need this and what challenges they are facing today without Marketing Cloud for ecommerce:

• Customer Expectations: The customer’s expectations in this modern world are super high. They expect hyper personized experiences that feel designed just for them. 
• Omnichannel Is The New Norm: Customers engage across various platforms like social media, emails, SMS, mobile apps, and more. Brands must deliver a consistent experience across every channel to attract more customers and foster brand loyalty.
• Data Overload: Ecommerce brands are swimming in data of customers from browsing behavior to their purchase history. They face the challenge of tackling the data and to use it effectively. 
• Privacy Regulations: With growing data privacy concerns, brands must draw a fine line between personalisation and respecting customer privacy. This is the biggest challenge that most of the e-commerce brands face and want to tackle to build customer trust. 

What Is Salesforce Marketing Cloud?

When there is a problem, a solution arrives at your door. Salesforce Marketing Cloud is the solution to the above challenges that B2C brands face in the modern world. It is a digital marketing platform that uses AI-powered technology to help brands, especially ecommerce provide clients with personalised interactions and optimize marketing campaigns across various platforms. This Salesforce automation for ecommerce is used to simplify and accelerate marketing tasks and improve productivity and customer experience. Salesforce for ecommerce helps brands to turn data into actionable insights, streamline marketing processes, and deliver experiences that truly resonate. It is much more than an email marketing tool, it is a full-fledged customer engagement platform for today’s omnichannel world. At its core the Marketing Cloud for ecommerce offers:

• Data Management 
• Automation and Streamlined Campaigns 
• AI-Powered Insights
• Reporting and Analytics
• Integration with Salesforce CRM
• Multi-channel Marketing, etc.

Features of Salesforce Marketing Cloud That Benefit B2C Brands:

Let’s break down how Salesforce marketing clouds help ecommerce brands and how ecommerce brands use the Salesforce Marketing Cloud. Here is the list of Salesforce Marketing Cloud features:

• Customer 360 Audiences: 

Most ecommerce brands collect customer data from multiple sources; website visits, social media interactions, email clicks, loyalty programs, or in-store visits. This creates data silos making it difficult to get a complete picture of each customer manually. 

Salesforce ecommerce solutions solve this problem with customer 360 audiences. It consolidates data into unified profiles that give the marketing team a full understanding of customers’ browsing behavior, purchase history, and preferences. This comprehensive view helps you to make highly targeted marketing campaigns. This single source of truth is the foundation of delivering relevant and timely content and experiences to customers.

Example:
Imagine a customer browses shoes on your website, leaves without making a purchase but later opens an email promoting a shoe sale. With Customer 360 Audiences you know exactly what product they were looking for and can send them a personalised message with a limited time discount or special offers that increase the chance of conversion. 

• Journey Builder:

In ecommerce timing is everything. Salesforce Marketing Cloud’s Journey Builder allows brands to design automated and multi-channel customer journeys based on real-time behavior. From welcoming a new customer, nurturing a first-time shopper, or re-engaging an abandoned cart, Journey Builder ensures that each customer receives the right message at the right moment through email, push notifications, messages, or social media. Ecommerce customer journey Salesforce tools help brands market customers in and out and strike the right stroke at the right time. 

Example:
A customer adds a product to the cart and leaves. Journey Builder triggers an email reminder. If there are no responses, it follows up with personalised discounts and offers messages. If the customer still does not convert, it can trigger retargeting addons on social media. All this happens automatically with Journey Builder, one of the Salesforce tools for ecommerce marketing, maximizing the chance of recovering the sale. 

• Personalisation With Einstein AI:

Generic mass marketing is dead in this modern world. Personalisation at scale is the new standard and Salesforce personalisation ecommerce cloud delivers this through its AI Engine: Einstein. Einstein technology is used to deliver hyper personalised experiences by predictive analytics and preferences of the customers using AI. It uses machine learning to analyze customer data and make real-time predictions about the best time to send emails, product recommendations based on browsing and purchase history, predictive scoring, and more. 

Example:
When we shop for a Kurta set online from an online fashion retailer, we can use Einstein to recommend outfits. It is based on the customer’s browsing history, size preferences, and previous purchases. The result comes as a higher click-through rate, increased average order values, and happier customers. 

• Email Studio:

Email remains one of the most effective ecommerce marketing channels but only if done in the right way. Email Studio in the Salesforce marketing cloud enables highly targeted, dynamic email campaigns that feel personal, not promotional. This is a comprehensive Customer engagement with the Salesforce platform for designing, sending, and tracking email marketing campaigns. Segment customers based on customer behavior, demographics, and preferences in this tool. It uses dynamic content blocks to tailor emails for each recipient and track performance with detailed analytics. 

Example:
A mobile store can send customized emails showcasing accessories compatible with the customer’s recent smartphone purchase. This increases the chances of cross-sell opportunities. 

• Mobile Studio:

Most of the people in today’s time opt online shopping. With more consumers shopping on mobile apps, SMS and push notifications are becoming vital ecommerce channels. Mobile Studio allows brands to deliver real-time, location based, and personalised mobile messages and notifications. This brings the attention of the customer towards your product or services and boosts conversions.

Example:
A customer browses your app while walking near one of your physical stores. The Mobile Studio tool of Salesforce triggers a push notification offering exclusive in-store discounts, driving traffic conversions. 

• Social Studio:

Social media is a goldmine for ecommerce brands in today’s modern world; but only if managed strategically. The Social Studio tool of Salesforce Marketing Cloud allows you to listen to customer conversions in real time, respond to enquiries promptly, publish and schedule posts across multiple platforms, and analyze engagement metrics to refine your strategies. It is one of the best tools for influencer marketing and improving ecommerce sales with Salesforce. It facilitates businesses to engage with customers and run social media campaigns based on their real-time conversation monitoring. 

Example: 
A beauty brand monitors conversations about trending product hashtags and launches a flash sale campaign within minutes, capitalizing on the buzz. 

• Advertising Studio:

With Advertising Studio, Salesforce Marketing Cloud helps ecommerce brands connect their CRM data at platforms like Google, Facebook, and Instagram. This tool of Ecommerce customer journey Salesforce Cloud helps you to target relevant customers. It ensures that dollars are spent efficiently by targeting the right people at the right time. 

Example:
Instead of targeting all Facebook users an ecommerce brand can retarget only those who abundant their shopping cart last week. This leads to higher ROI on ad spending. 

• Analytics Builder:

What is working? What is not? Where are you losing potential customers? Salesforce Marketing Cloud Analytics Builder provides deep insight into campaign performance, customer journey, and sales trends. It provides insights into customer behavior, campaign performance, and ROI, allowing for data-driven decision-making. By continuously analyzing data B2C brands fine tune campaigns for better results and higher customer satisfaction. 

Example:
A subscription box company notices a higher churn rate among certain customer segments. Using Analytics Builder they adjust messaging and offer exclusive loyalty perks to reduce cancellations. 

• Data Privacy and Compliance:

With growing regulations like GDPR, CCPA, and others managing customer data ethically and legally is more important than ever. Salesforce Marketing Cloud for ecommerce has consent management tools, data protection features, secure data storage, easy audit trails for compliance. This maintains customer trust while staying fully compliant with global privacy laws. 

Example: 
A customer fills out his name and contact information to an online store. The store’s Salesforce Marketing Cloud data compliance policy will keep the information secure and safe. This will build trust in the brand that it keeps your information private. 

How We Help Ecommerce Brands To Use the Salesforce Cloud?

While the Salesforce Marketing Cloud for ecommerce offers incredible capabilities, many businesses struggle to unlock its full potential. That is where we, TIS your experienced Salesforce Marketing Cloud Service partner make all the difference. Here is how we help ecommerce brands use Salesforce Marketing Cloud efficiently:

• Strategic Consultation: We do not believe in cookie-cutter solutions. Every ecommerce business is unique and special. We start by understanding your specific challenges, needs, goals, and customer base. Our strategic consultation ensures improving ecommerce sales with Salesforce and your cloud is tailored to bring maximum impact. 
• Seamless Implementation: From data migration to system integration, our team handles the technical heavy lifting delivering you only the benefits of Salesforce Marketing Cloud for ecommerce. We ensure your cloud environment is set up correctly, integrating with your existing tools, and fully optimized for your ecommerce needs. 
• Journey Mapping: Our experts design Ecommerce customer journey Salesforce clouds that nurture leads, convert sales, and build loyalty. Our team visualizes and maps the entire journey to identify touchpoints from abundant cart recovery, welcome series, reengagement campaigns, or post purchase upsells. 
• Personalisation Strategies: We harness the full power of Einstein AI to develop personalisation strategies using Marketing Cloud to boost ecommerce revenue. It helps in higher engagement, improved conversion rates, and customer retention and satisfaction. This helps brands to optimize personalised shopping experience and generate customer loyalty. 
• Ongoing Optimization: Salesforce Marketing Cloud is a ‘set it’ and ‘forget it’ tool. We continuously monitor performance, analyze data, and refine your campaigns to ensure you are always maximizing ROI. 

The Time To Act Is Now!

In the world of ecommerce, the brands that succeed are the ones who know their customers intimately or are otherwise lost in the sea. The only mantra for success as a B2C brand is personalisation interaction and continuously evolving based on the data. When you opt for Salesforce Marketing Cloud it offers your brand an unparalleled toolkit to achieve and more. At TIS, we believe that technology is as good as the strategy behind it, so we customized the best one for you. We work closely with ecommerce brands to ensure Marketing Cloud is not just a software platform, it becomes the engine that delivers sustainable and unbeatable growth. 

If you are ready to take your ecommerce business to soaring heights, let’s have a coffee together. We are here to unlock the full potential of  Salesforce ecommerce solutions. Contact us today for a free consultation on how ecommerce brands use Salesforce Marketing Cloud and much more!