Connect the Customer Experience with Unified Commerce | Dreamforce 2025

Hey everyone. Welcome to Dreamforce Day 3. Thank you so much for being here. We're super excited to talk to you all about Unified Commerce and Data Cloud and how those two things come together. My name is John Duffy. I'm a product marketing manager here at Salesforce for Commerce Cloud and I'm joined on stage by my coworker Danu. She works on our product management team here at Salesforce as well as before we get into everything, I do always have to start with our forward looking statements which really boils down to please only make your purchasing decisions based on what's currently and readily available on the website as we may be talking about things that are future state at this time. And again, thank you so much for being here. I know it's the afternoon on day three and we probably had a packed agenda over the past few days, so really appreciate you guys all being here and that we're on Salesforce plus, so. So if you want to rewatch this, you absolutely can. And again, thank you so much. This is why we're here. So why are we here? We're here because the old playbook no longer applies when it comes to commerce. And what does that really mean? So if you take a look here, we're talking a lot about things like disconnected experiences, transforming the connected and physical and digital spaces. We're taking a look at how we're breaking down data silos and creating complete views across every channel. We're taking a look at really how we're getting rid of that generic web storefront and letting the customer buy on any channel. And we're also taking the complex manual merchandising out of the equation and bringing in agentic merchandising. And finally, we're taking the guesswork out of browsing on your own as a customer and introducing agentic shopping to really help the customer figure out what exactly they're there for, what they're looking to buy, and how they can further along their buyer's journey. So what keeps customers and companies from connecting the customer experience? It's hitting on some of those points that I just mentioned, like siloed systems, disconnected data, things like security and privacy concerns, things like lack of trust from someone like a consumer and an overall AI gap that just hasn't been in the market until now. And customers really want companies to just understand them and that in turn helps businesses grow that loyalty program that they're working on with those customers. So that's where Unified Commerce comes into the mix. And our overall goal here is lowering the total Cost of ownership. And we're doing that with three different pillars. The first one being E Commerce. And that's diving into things like agentic digital experiences and really elevating that buyer experience through things like B2C and B2B commerce. And then we're also diving deeper into OMS. So how do we take a high scale order management system and really scale that for high stakes order processing and servicing? And then we're bringing it all back together with the physical storefront with things like POS and point of sale. So how are we connecting those in store journeys and online shopping journeys together with something like modern point of sale? And we're doing this through some key pillars for a commerce platform. And I'm not going to dive deep into each and every single one of them, but I want to call out two of the biggest ones you'll see at the top. The first one being agentic commerce. And that's diving deeper into things like search and discovery and automated merchandising that I was mentioning, agentic shopping and then also that unified commerce point. So how are we tightly integrating the digital and the physical together with POS and oms? But how are we also taking care of things like Endless Isle, Buy online pickup in store, Buy online return in store, and then just lowering that overall total cost of ownership from the implementation as well. And some other key things to call out here are really making that seamless journey or that seamless connection between marketing and commerce. So you're bringing together one, how that customer is shopping and buying, but also in turn how you're building that loyalty program, how you're marketing to them, what types of campaigns you're putting them in, and so on and so forth. And then just overall focusing on how you can continue to scale that over time. Let's talk a little bit about unlocking that data cloud value with again some differentiating pillars that we can focus on. So with data cloud for commerce, there's three main points that we're thinking about here. The first one is really using that data layer to power that end to end personalization across the buyer's journey, but also using it to engage smarter and faster with AI powered insights. So again, leveraging that data layer to really understand what types of insights can help us grow that customer relationship. And finally being able to integrate any system with data cloud is really what makes it the most powerful. And honestly the point to me drives this home is really being able to be fully customizable and fully flexible with whatever system you might be working with. And overall, we had a few sessions earlier this week with customers like Heathrow and Shoe Carnival and what they're doing with Data Cloud is very similar to what we're talking about here. And it's leading to things like a 10% increase in e commerce sales with data in AI in that picture. And this is a really cool slide here because it talks a lot about how we're bringing that unified customer profile together. So you'll see on the left, we've got our data sources from platforms like marketing cloud, commerce cloud, OMS service, the entire Salesforce portfolio, but also any third party apps as well, in addition to the retail store. And that's bringing that profile together with the shopper that you see in the middle through things like product engagements in store transactions from the pos, building customer lifetime value and even focusing more on past promotion offers and how that then changes into something like a future promotion. And all of that is underlying or underlying by data cloud. And that's what's powering this overall matrix that you see here. And then in this activation section, we're then diving into things like marketing and commerce and how do you put all of that to work? So with all that being said, there are some things at stake here. So what's at stake for commerce? Again, three main points here are shopper personalization, merchant productivity and time to value. So shopper personalization is again focusing on how do we create more of those real time experiences and really creating that frictionless service throughout the entire buyer's journey. Same thing goes for merchant productivity though, on the backend as well. How do we build in more automation? How do we focus more on AI productivity and really give our merchants a complete view of the shopper and finally insights and time to value. How are you then taking all of that data and leveraging that to build out the systems that you're bringing together here? And with that, I'll pass it over to Janet.

Thank you, John. Thank you so much guys for joining us. Like John was saying, I know it's been very tiring, good energy. But it is day three afternoon. So John shared some of the problems that we face today with commerce. Right, and let's see how we're going to help you solve those things. We're going to help with unlocking siloed data, activating real time data for both guest and authenticated shoppers, and enabling connected commerce. What does this mean? By now you've already heard siloed data like what, like 22 times. So let's see how we can Unlock this for you. Data360 allows you in organizations to connect and bring in data from more than 275 sources. These include Salesforce products like Commerce Cloud, other cloud platforms and third party apps. Data 360 also supports structured and unstructured data. It uses zero copy integrations to make enterprise data instantly available without duplication. This also enables real time customer profiles, personalization and and reporting. Right. So all this is possible by having data that is available at the right time. Instead of replacing data silos, Data360 works with them to unlock data and make relevant data available when required to make smarter decisions. And that's what we need to do, right? Especially with the upcoming holiday season Today you can bring in commerce, behavioral and transaction data using commerce connectors into Data 360. These help drive hyper personalization by using segmentation. MuleSoft can also be used to bring in data from other commerce clouds, from other Salesforce clouds, as well as legacy applications in customer organizations. Once the data is harmonized across commerce, marketing service, et cetera in data 360, it creates a unified shopper profile which then gives you a single view of the customer throughout their entire shopping journey. Okay, so now we have data in 360. It's harmonized. We have the right governance policies in play. Now you can activate this data in your Salesforce platform. So what does that mean? Enterprises can use this unified shopper data to improve their operational efficiency. For example, merchants are now able to seamlessly link customer groups with data cloud segments. And these have been created using shopper profiles. Right. And these segments are available within the commerce platforms. Using engagement data, we can track critical activities such as page views, product impressions and cart activity to create hyper focused and targeted customer segments. This helps us focus on what these customers want and we can tailor the experience, therefore improving your relevance and your engagement. And then we can also trigger personalized workflows based on these segments so we can tailor their content, personalize offers, et cetera for specific buyer groups. This in turn boosts their loyalty because we are constantly personalizing and meeting their needs. So, all right, so I said a lot of things, John said a lot of things. Now let's see how this all works. So this demo by the way, shows you how you can create segments and give a personalized offer based on their wish list activity. So this is in Business Manager. Make sure that you have all your data cloud configurations ready, your engagement data configurations all set to go. As you could see, you could choose what all activity you want to track. And you want to bring into Data360, you're welcome to bring everything. But there is a choice in Data Cloud. You can create new segmentation rules or you can change existing ones. This particular one, like I said, we are going to look at Wishlist activity. So we are tracking the Wishlist ad rule here. And then you have to come back to E Comm and you'll be setting up. Make sure to set up your customer groups, promotions and campaigns here. We're going to say okay for particular items. You're going to apply a personalized 20% offer if a customer adds this item to the wishlist. So this is how the configuration on Business Manager is going to look like. I don't know about you. All green is my favorite color. So obviously the demo had to reflect that. And that's the wish list item that we're going to give a personalized offer for. As you can see, the item has been added to the customer's wish list and right now all you're seeing is the buy one and get two tops. Pretty soon you'll be seeing the 20% offer. There you go. So now how do we make sure that this customer was correctly captured? You can come back in Business Manager and check in the data cloud segment. This customer would be part of that. So there you go. So this is how you can use commerce data in 360 to enable segmentation and personalization. So a lot of our customers already use commerce and marketing clouds to bring in remarkable value, starting from acquisition to conversion and beyond. All the while maximizing their marketing roi. But what we're seeing is a growing opportunity to even more tightly align both commerce and marketing efforts. So so brands can unlock even higher values such as personalization, consent management, more accurate attribution and unified reporting across channels. So let's look at a few of the key innovations that's gonna help us get there. Our connected commerce strategy is based on deep bidirectional data integration with our data layer, which is data360. Correct. So we talked about just earlier we were talking about commerce connectors to bring in transactional and behavioral data. Pretty soon you'll be able to access commerce data using zero copy access. We will also be enabling a unified consent framework. And what that means is you'll be able to capture and honor customer preferences across both marketing and commerce platforms. This helps the marketers to also capture these new subscribers and provide them a consistent experience. Anybody who is signed up for stuff, you said, no, I do not want any promotional offers. One place all you wanted was order tracking. But guess what? Probably the preferences were not carried over between platforms. So we want to make sure we avoid that. And then we're also leading the transformation of messaging channels into conversion channels. For example, let's say a customer has an abandoned cart and they get a notification in WhatsApp, they will be able to complete the transaction in WhatsApp. Salesforce personalization is already a key part of Marketing Cloud. So now this is also going to be extended to commerce cloud. And now customers will have the option of using this unified solution across Both clouds using Data360 cross cloud aware data. So that is where you'll be able to drive hyper personalized consistent experience for the customer. All right, let's look into some of the other details. Right, so whether you want to launch fast grow your subscriber base or you want to track your impact, you can do this with connected commerce. And here's how. With out of the box email templates, event triggers for journeys such as abandoned card, post order messaging, et cetera, you'll be able to start your campaigns faster and quicker. And so you're able to focus on just engaging the customers. You can free up your time to think about what cool campaigns can I do right versus oh my God, I need to set up this template and here's all the triggers, etc. We'll take that, take care of that for you. Growing subscribers is going to be as easy as well. The good part is the shoppers can opt in directly on your commerce storefront. And the best part of all of this is natively integrated with Marketing cloud so the marketers can directly engage with the new subscribers with personalized content. Of course you want to make sure all of this is working. You want to measure impact to your orders and revenue, not just views and clicks. And with unified conversion reporting and performance tracking across channels, you will be able to get information and you'll be able to continuously optimize as well as make smarter decisions. So there you go. This is how we're empowering you in our connected commerce journey. Start work faster, grow your subscriber base as well as with unified reporting, you're able to measure your impact. Let's look at two of those journeys in a little more detail. Abandoned Card Anybody has items waiting to finish right now? No shame. I do it all the time. About 70% of shoppers are likely to abandon their carts. But the good news is with the right messaging and trigger, you are able to re engage them. About 54% of these shoppers are expected to come back and complete the transaction. Right. So abandoned cart campaigns are not just like valuable, they're absolutely essential. We need to recover these carts so you can use commerce transaction data and marketing behavioral insights to create abandoned cart campaigns. Okay, so you convince them to come back. They got it. What next? We all know checkout doesn't end right there. That's not the end of the shopper journey. Right. Personalized post order messaging. That is where you hook them like we say in Texas. So we can send post order campaigns like loyalty invites, product care instructions or cross sell opportunities. So we can use commerce and marketing cloud data in Data360 to create these personalized and consistent post order messaging campaigns for our customers. So with that, I will hand it back to John. Thank you all so much again for your time.

Thank you. Danu. We've got a few more slides just before we close out on how you can really get started. So it's no secret what we've talked about is accessible to businesses across the world. Commerce cloud is used to power commerce operations in 84 countries around the world. And we have these leading brands on this slide here to really show that commerce is industry agnostic. So regardless of which industry you're in, there is a commerce use case for you. And I just want to highlight this key quote from the CTO of SharkNinja. Her name is Velia Carboni. Sharkninja is a fantastic use case for AgentForce. I highly recommend you check out their website because they do have agents live on their site and commerce is live on their site as well. They just have a really awesome use case on how they're using agents to really add that final personalized touch on the buying experience to close that sale. We've got another really great one from Saks as well. They're another really awesome customer of ours. Agent Forest isn't really looking to replace anything at Saks. It's looking to augment those experiences. And that's what we're really focused on is agents aren't necessarily there to replace the human interaction. They're there to help move it along. And with that, thank you so much for your time. As always, we love feedback here at Salesforce, so please feel free to scan this QR code and take the survey. We really, really appreciate you guys coming out here. Regardless of where you're flying in from or traveling from or if you're local, safe travels home and we'll see you next year.