Many people attended the conference to understand better the latest trends in E-commerce, learn more about Salesforce Commerce Cloud, or simply network with their peers.
For my first participation, I went there with a single ambition: LEARN! I would like to share with you some of my key takeaways.
Cloud technology has transformed E-Commerce
There is a buzzword that you hear all the time around E-Commerce: Omnichannel.
Omnichannel is about harmonising the buying experience across different channels (e.g. social, mobile, online, in-store, etc.). Nowadays, customers can collect the product information in many different ways and buy at almost every moment. To remain competitive, brands need to serve their customers on all touch points and show some flexibility: “Buy anywhere. Fulfill anywhere.”
Mobile is the main traffic driver
In order for retailers to keep pace with the competition, it is essential for them to realise that mobile has become the main traffic driver. By the end of Q1 2017, more than 50% of the traffic was coming from mobile! *
Artificial intelligence is here
I knew that artificial intelligence was coming. I probably didn’t realise how quickly it was coming! During the conference, I was given a simple demo showing how AI features can be deployed on the Salesforce Commerce Cloud platform. With a few clicks, you can enable AI and the machine starts learning and taking actions! Product recommendations and predictive sorts are some examples of the already available features.
Can your company afford not to transform?
During the event, I spent a lot of time discussing with different companies who have already been engaged in some sort of transformation journey. I found that most retailers in the fashion industry were already at an advanced stage. In some other industries, companies were looking for additional information to clarify their strategy and were considering what would be their next steps.
How far are you in your journey? Have you started to transform?
After reading this blog, you might have the impression that everything has now become simple! In fact, it has not. Change is always painful and it requires people to modify their habits and learn new things. Technology is now available to support your transformation and Salesforce is a great platform to start with!
Sir Winston Churchill in his famous "I have nothing to offer but blood, toil, tears and sweat" speech in 1940, warned the British people of the hardships to come in fighting WWII. I would not go that far when speaking about business transformation, but you should keep asking yourself a question: can my company afford not to transform?
Raphael Favier, Business Consultant – Commerce Cloud