sforce unveils innovations in retail media networks //

Salesforce for Retail announced today a number of measures to assist retailers in growing their customer-based advertising businesses, and overall improving the customer experience.

New research shows that disconnected experiences are the biggest frustration of retail customers. However, 65% of respondents said they would continue to shop with retailers that provide personalized experiences. Data from a double blind study of more than 5,000 consumers in the U.S. and Canada.

Why we care. Salesforce’s retail media network innovations were very broadly described in today’s release. However, they are a recognition that this space is rapidly evolving and valuable. Advertisers will look to target and buy based on first-party information, as third-party cookies are set to be removed.

Who has such vast data troves? Big retailers. Salesforce is looking to partner with retailers who are now in the advertising business.

Dig deeper: 2023 Predictions: Retail media networks

These innovations. Salesforce for Retail Media has announced initiatives that will help retailers increase their advertising revenue.

• To give ad buyers direct access the target audience, you can use first-party data.
• Automated workflows and automation can increase speed and efficiency for advertisers.
• To optimize campaign performance, use actionable insights.

Salesforce Commerce Cloud has announced measures to reduce friction in the customer experience.

• Salesforce Payments can be used in physical stores as a payment provider, creating one view of all digital and physical customer transactions.
• To improve the digital experience of Composable Storefronts (highly customizable and scalable website properties that are available to retailers who use a headless CMS), implementation accelerators and out-of–the-box analytics, dashboards and dashboards were created.
• Salesforce AppExchange will now have more commerce partners.

Genie Data Cloud, which was recently announced, will offer connectors that allow retailers to securely ingest customer information from Azure Data Lake into Salesforce Marketing Cloud CDP.

The post Salesforce announces new retail media network innovations was first published on MarTech.