E-Handbook:

Salesforce e-commerce tools build multipronged customer strategies

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Create an effective Salesforce e-commerce strategy

Salesforce e-commerce tools -- led by the acquisition of Demandware -- add new functionality to the original cloud CRM system and offer enticing possibilities for businesses to run more parts of their operations on the platform.

With Salesforce already popular among B2B companies, Demandware extends Salesforce's reach into the B2C market, enabling in-store pickup of online orders, price comparison tools and simplified return processes.

Marketing personalization and artificial intelligence are among other tools that can help add detail and effectiveness to an e-commerce strategy built on the Salesforce cloud. The former can work effectively for organizations like parent companies of franchises. While each local franchisee is independently owned and operated, the parent can measure the effectiveness of different promotions and recommend to franchisees which ones might work better than others, based on performance in different markets. Personalization can also work for web-only brands selling directly to consumers to automate digital marketing with tools like Pardot.

But before you go to work on turning your organization into the next Amazon, you'll have to design a Salesforce e-commerce strategy that involves smart customer data integration and employs behavioral trend analysis that gets your products and services in front of the right customers at the right point in their buying journey.

This handbook will help you build a Salesforce e-commerce strategy and examines how successful customers are using various marketing and transactional data tools to drive revenue. We also take a look at what might be coming down the pike to make integration of these tools -- which are evolving in their capabilities -- smoother and more effective.

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