A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
The purchase will allow Salesforce to offer Commerce Cloud and get into e-commerce
Salesforce.com is moving beyond CRM and into e-commerce with the acquisition of cloud service provider Demandware.
It will use the purchase to kick-start a new field of business, the Salesforce Commerce Cloud, it said Wednesday.
The company already has its Sales Cloud, Service Cloud, Marketing Cloud, Analytics Cloud.
By rebranding Demandware Commerce Cloud as its own, Salesforce will be able to combine e-commerce, order management, point-of-sale, store operations and predictive intelligence into its own platform.
Commerce Cloud will allow Salesforce customers to connect with their own clients in new ways, the company said, while Demandware customers will gain access to sales, marketing and analytics functions from Salesforce. Demandware customers include L’Oreal and U.K. retail chain Marks & Spencer.
"There are so many ways it accelerates our mission to transform retail," Demandware CEO Tom Ebling said in a conference call to discuss the deal.
Being part of Salesforce will add to Demandware's credibility when approaching large accounts, he said.
It will also help the company expand to new countries. "We've just got started in places like Japan and Italy but there are many other untapped geographies for us," he said.
A third area where it will benefit is omnichannel marketing, helping retailers engage customers everywhere. "The combination of CRM capabilities, knowledge of the customer, with the commerce engine will be a way to accelerate that capability," he said.
Salesforce's Chief Product Officer Alex Dayon said the deal will increase its customers' insight into their business.
"Our customers' information systems are going to be powered by data. You need a complete view of your customers. Having commerce as part of the CRM platform is important," he said during the same conference call.
He hammered home the need for more data in response to a question about Salesforce's ad targeting capabilities.
"For us it's all about the data, whether you use your own data, your own targeting, or whether you connect to companies like Google or Facebook," he said.
The companies expect to close the deal, worth around US$2.8 billion net of cash acquired, before August, subject to customary closing conditions.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
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