Retailers use CRM to pull customer information from multiple systems. Using that data, they can empower personnel, improve operations and optimize customer relations.
But as they grow into businesses supporting international commerce, they require a great deal of both ecommerce scalability and what is known as a ‘centralized’ view of their customer data. This means accessibility to relevant and updated customer data for all of their customer-facing teams—sales, service and marketing—to improve the customer journey, in an intelligent way, at every one of their touchpoints.
So as retailers grow and acquire new customers, they need a holistic way of centralizing data, to maintain these service levels for all of their customers. It’s not surprising that there is an evolving industry standard for supporting international growth in retail—integrating ecommerce and CRM.
Let’s use an example. Let’s say we have a European retailer that grew into a business supporting international commerce. The retailer needed a new degree of scalability to enter new markets and better serve existing ones. In this example, the retailer replatformed to a Demandware—now Salesforce Commerce Cloud—ecommerce website, and integrated Demandware with Salesforce as its cloud CRM platform. Data was synchronized from Demandware to Salesforce with enough frequency to ensure customer data in the CRM was always relevant and up to date. Salesforce was used for their sales and service representatives, raising orders and keeping their entire list of products and inventory, the order lists of customers and customer service functions. Now, the retailer can cater to its customers even as it plans its expansion into international markets.
This new type of integration makes it easy to serve existing customers and take on new ones, as the retailer utilizes customer information to improve their customer journey.
As retailers grow and acquire new customers, they need a holistic way of centralizing data, to maintain these service levels for all of their customers.
There will always be new and interesting way to sell things. Whether it’s in a Salesforce Community with an ‘Add to Cart’ feature, or in a fitting room with a device that automatically recommends products, connecting channels to your integrated system supports the creation of new channels and scaling into new markets; even international ones, which are well-supported by Demandware’s multicurrency and multilingual capabilities. Those are two more reasons why an ecommerce and CRM integration is a smart investment for growing retailers.