Why brands like Adidas choose Salesforce Commerce Cloud?
Mika Melchanka — one of the fathers of Grinteq and a serial entrepreneur with eight years of experience in ecommerce — shares his thoughts on why the SFCC platform is a perfect solution for ecommerce brands.
Why do brands like Adidas choose Salesforce Commerce Cloud?
The key here is, in my opinion, the ecosystem the companies are getting when choosing Salesforce Commerce Cloud.
Let's imagine — you are going with a more traditional ecommerce platform. You probably will get some functionality out of the box, but you won't get the same level of technology when going with Salesforce Commerce Cloud and Salesforce in general.
When you're working with Salesforce Commerce Cloud, you can quickly get access to other Clouds like Sales Cloud, Salesforce Marketing Cloud, and others. You can integrate Salesforce Analytics and Salesforce CRM, and you can utilize Einstein's capabilities for making personalized marketing campaigns to adjust your ecommerce presence simultaneously and follow the customer feedback you are getting.
So I believe one of the main reasons why companies choose Salesforce Commerce Cloud in the first place is the highly versatile offering that Salesforce is doing right now. After several successful acquisitions over the past several years, Salesforce is undoubtedly the leader in making an ecommerce experience genuinely personalized, and they're fully covering what they call Customer 360 capabilities.
So they're supporting their customers and customers of their customers with solutions that can be truly unique, plus they can marry online and offline experiences for the customers.
How are brands leveraging the SFCC platform?
Since I was dealing primarily with the engineering part of Salesforce Commerce Cloud, the best example is the latest Salesforce Commerce Cloud Architecture called Storefront Reference Architecture (SFRA), which significantly increases the platform's speed.
SFRA lets brands like Puma, for example, build high-speed mobile applications for the customers. They are stable and can be used even during the Black Friday or Thanksgiving events when the demand is at its highest. Usually, big companies like Puma have extreme problems with high volumes during the holidays. But with the new SFRA, this issue is gone forever.
In my opinion, we shouldn't talk only about the big brands like Puma. Even niche brands - like luxury retailer Brunello Cucinelli from Italy - leverage it successfully. They can utilize the Salesforce Сommerce Cloud capabilities for making a unique luxury experience for their customers both online and offline, such as creating personalized marketing campaigns on behalf of the CEO. Customers can even reply to the "CEO email," get handwritten notes from the store, or pick goods on the ecommerce website and then quickly get the same products in the actual store when they're going offline.
There are plenty of examples when companies are utilizing not only the technological advancement of the platform (like SFRA architecture) but also the ability to implement different Salesforce products under one umbrella. So they can provide a personalized experience on so many levels, not only in the digital world but also in the physical one.
Is there a portrait of a company that would benefit from Salesforce Commerce Cloud most?
It's quite a tricky question to answer, as from my experience, even a small boutique company can benefit from what Salesforce offers. The benefits of Salesforce are huge.
I would strongly recommend looking at Salesforce Commerce Cloud if you are planning to enter different markets, if you want to launch your ecommerce stores in other currencies and languages, with different products.
Salesforce Commerce Cloud is the solution that helps you unite everything like a "one-stop-shop" for all your needs across different countries, currencies, payment systems, ordering solutions, and software.
So if your plan is to grow exponentially and if it looks like a hockey stick, you should consider Salesforce Commerce Cloud due to the versatile technological tools under one roof, a lot of building solutions, the possibility to scale up and do that on a tremendously fast level.