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Think & Discuss
In 2016, Salesforce.com, a cloud-based software company originally focused on customer relationship management, acquired Demandware, an e-commerce platform provider, for $2.8 billion and rebranded it as Salesforce Commerce Cloud. Salesforce Commerce Cloud is a highly scalable, hosted SaaS (software as a service) omni-channel e-commerce platform. Some of Salesforce Commerce Cloud’s strengths include its scalability, omni-channel capabilities (enabling merchants to unify e-commerce, order management and offline store operations), advanced merchandising functionality, including the ability to manage multiple product catalogs and complex product data, 1:1 level personalization functionality via its Einstein personalization engine, built in A/B testing capabilities, localization capabilities (including multi-language, multi-currency, and multi-store capabilities), and machine learning abilities. As a SaaS solution, technology issues such as server maintenance, software updates, and other associated services are handled by Salesforce, rather than the merchant itself. Companies using Salesforce Commerce Cloud, in addition to PetSmart and Rituals, include Adidas, the GAP, Brooks Brothers, GoPro, Converse, Godiva, New Balance, L’Oreal, among others. Competitors include Magento Commerce (owned by Adobe), SAP Hybris, Oracle Commerce, Sitecore, Intershop, and Elastic Path, among others.
Video Case Questions:
- Why did PetSmart switch to Salesforce Commerce Cloud?
- PetSmart implemented Salesforce Commerce Cloud just prior to “Black Friday.” Why was this of concern to PetSmart?
- What are the challenges that Rituals faces in translating its brand to the online channel?
- How does Salesforce help Rituals meet these challenges?
