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OSF UnifyCOMMERCE: Assisting Brands in Achieving Connected Commerce

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Unified commerce goes beyond omnichannel. It’s all about bringing technology together in an intelligent way that provides businesses with the best possible outcome for customer engagement, inventory and order management, pricing, service, and support. Consolidating all consumer data across channels is the ultimate goal to strive for in achieving unified commerce success.

Connecting Salesforce Commerce, Sales, Service, Marketing, and Community Clouds with all other platforms in an organization’s technology stack including their CMS, OMS, POS, loyalty system, AI, and enhancing this with a clienteling solution for in-store agents, will break down silos of information and ensure a 360-degree view of the consumer throughout departments, enabling brands to unify the shopping journey across all touchpoints.

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Technology

It’s a competitive world out there, and it’s vital for companies to deploy technology solutions rapidly in today’s fast-paced business environment. Salesforce responded to this need back in 2016 with the launch of Lightning Bolt, its framework for deploying next-generation community portals and websites faster by 80%.

OSF UnifyCOMMERCE, an industry solution for commerce brands that supports the most needed Service and Marketing use cases is now powered by Lightning Bolt. This twice awarded out-of-the-box product brings Commerce customer data into Service, Community, and Marketing Clouds as well as Heroku, empowering brands to unify the online and in-store consumer shopping journey. With the help of the new Lightning Bolt flows and components, companies are enabled to expand their outreach to consumers by supercharging sales, service, and marketing channels. Brands are equipped to deliver exceptional shopping experiences and can obtain connected commerce through the Salesforce multi-cloud integration this product provides.

Taking the opportunities for brands to grow and offer optimal consumer satisfaction even further, this solution can be integrated with loyalty systems, Einstein, ERP, OMS, and POS to secure a single view of the customer, across multiple platforms, channels and touchpoints. OSF UnifyCOMMERCE can also be enhanced with a clienteling app add-on to help in-store representatives have a unified view of customer behavior and preferences obtained from their online and in-store activities. This helps to meet today’s sophisticated and savvy consumer’s expectations of a unified commerce journey from the online website to the brick and mortar store and vice versa.

What’s in it for Consumers?

1.    With Single Sign-On between the Salesforce Commerce Cloud website and the brand’s Community, shoppers can seamlessly continue the journey they’ve started on the website to Community with a persistent shopping cart displayed throughout their experience ensuring the opportunity to check out and complete the purchase process is available regardless of wherever they go on the website.

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2.    Lightning Bolt Components and flows in Community provide customers with complete visibility of their recently ordered products and case history. They can easily report issues with products they have purchased either online or in a store, and can even initiate a return for any unsatisfactory items.

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3.    Shoppers can access Live Chat to contact support either from the Commerce Cloud website or from Community. Their customer details are populated into the chat window, making it easy for service agents to access their Account in Service Cloud. Conversations become meaningful, relevant and quick rather than frustrating and time-consuming.

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4.    Thanks to the Commerce with Marketing integration, and synchronization of orders, products, wishlist and abandoned carts through data extensions, consumers receive relevant and personalized communications and recommendations based on their shopping behavior and preferences.

These are just a few of the many benefits that customers will enjoy when a company chooses to unify the consumer journey, but in addition to the items listed above, it’s important to note the positive sentiment for brands that are created when shoppers are delighted by a company’s ability to fulfil their needs–quickly and with precision. According to the fourth annual Salesforce “State of Marketing” report,

Taking a unified commerce approach means that every interaction a customer has with a brand is seen as enjoyable, engaging and memorable. They feel confident that they’re purchasing from a company that values them and they are more likely to remain loyal to the brand, as well as recommend it to others in their network.

What’s in for the Brand?

The Service Console provides a 360-degree view of consumer data across Commerce Cloud, Marketing Cloud, and Community Cloud. Service agents see a highly customized environment powered by Lightning Bolt Components and Flows.

1.    The Omnichannel feature, which links with the Commerce and Community Cloud Live Chat makes customer details accessible to agents directly within the chat window.

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2.    Thanks to the Account KPI Lightning Bolt Component, the agent sees, at a glance, the most important information about the consumer, such as Ordered value, Number of Orders, Loyalty Points, as well the Customer Lifetime Value and Segmentation Badge.

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3.    The Products Carousel Lightning Bolt Component empowers the service agent to browse recently ordered products, wishlist items, removed products from cart, recommended products, as well as the list of items that the customer has added to the cart, but has not checked-out yet.

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4.    To help customers place an order, the agent is able to access the website using the Order-on-Behalf functionality. Orders are placed right from the Account page in the Service Console, therefore the agent doesn’t need to log into a different system to finalize the order.

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5.    Case management is also tailored to the commerce world. Thanks to the Lightning Bolt Flow in Service Cloud, the agent can create a return order by accessing the order referenced by the customer either when creating a case in Community, Social Channels, email, or while on the phone. They can also create a warranty order if necessary.

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6.    Data extensions make it possible to build highly personalized customer journeys in Marketing Cloud based on customer behavior, and even recommend products using Predictive Intelligence.

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7.    The clienteling app for in-store agents provides a unified view of consumer data, enabling them to complete and unify the shopping experience for consumers. Associates get the same 360-degree view of the consumer in-store, and are able to upsell or cross-sell using the same tools call centre agents are empowered with, including the ability to place an order directly from the app, saving a customer time during busy periods such as the holiday season or Black Friday.

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Conclusion

Given the urgent need to unify commerce, brands have no time to waste. Competition is fierce, and customers are demanding an increased level of service and support. It’s vital for companies to ensure any solution they choose is integrated with their existing systems; otherwise the ability to leverage existing assets and data is lost.

Cutting corners when developers set up point-to-point connections using custom code to join systems seems like it will save time on integration, but in the future, this only adds complexity to an organization’s systems because new technology means a continuous fix is always needed with more point-to-point integrations being added. Over time, this results in a huge problem with needing to respect multiple dependencies often requiring code fixes that are highly complicated. Maintenance of the system in time becomes unwieldy resulting in a company losing its ability to be agile and react fast to their customer’s needs and desires.

Direct integration is the best way to go when taking a unified commerce approach. Setting up and integrating systems in a way that avoids custom code greatly reduces complexity and sets a company up for enhanced agility. Changes can be made rapidly to existing system integrations, and new technologies can be leveraged with greater ease. API-led connectivity helps connect data, apps and devices through APIs. Developers and system architects are able to innovate quickly without the burden of point-to-point integrations and can easily leverage a plug-and-play repository of assets.

OSF UnifyCOMMERCE is such a solution, as it directly integrates Salesforce Commerce, Sales/Service, Community, Marketing, and even Heroku, out-of-the-box, empowering Retail/CPG brands to achieve connected commerce, by solving the following challenges:

  • Asset 20

    disconnected


    Systems

  • Asset 21

    lack of single view


    of Customer in Service and
    Marketing Cloud

  • Asset 19

    scattered data


    across Multiple Salesforce Clouds

  • Asset 18

    effectivness


    for Agents in Service, Support
    and Sales

As a Salesforce Platinum Consulting Partner, OSF Digital can help you integrate your Salesforce Clouds, OMS, POS, CRM, and all your other technology platforms to achieve unified commerce. Beyond this, we will work with you to define an integration strategy that ensures you are well-positioned to exceed your customer’s expectations by helping you to provide them with individualized attention, product recommendations that meet their precise needs, and highly-responsive customer service and support. The opportunity to delight shoppers is evolving daily, and OSF Digital is ready to ensure you’re well-positioned to offer the ultimate shopper journey resulting in solid benefits for your brand, but most importantly, for your customers.

If you would like to lean more about achieving unified commerce by connecting the Salesforce Clouds or discuss specific multi-cloud integration use cases, please reach out to us via email at UNIFY@osf.digital.