Salesforce Acquires Demandware

Salesforce Acquires Demandware

On June 1, 2016, Salesforce announced that it had entered into a definitive agreement to acquire Demandware. This announcement comes close on the heels of NICE Systems acquiring inContact and Vista Equity Partners acquiring Marketo. Demandware is an e-commerce platform that helps retailers manage content on their sites, plan and execute promotions, optimize prices, and personalize web experiences. Many of these capabilities already exist in the Salesforce ecosystem, however they are dispersed across products such as Marketing Cloud, Service Cloud, and Analytics Cloud. With yesterday’s announcement, Salesforce takes a step towards bringing the technical capabilities retailers need to manage digital conversations together in a unified platform. It also reflects the company’s roadmap for building vertical-specific cloud solutions. The first of these two were Financial Services Cloud and Healthcare Cloud, both of which were announced during Dreamforce 2015. Once Salesforce has successfully integrated Demandware’s capabilities into its current cloud-based offerings, we can surely expect the company to announce a “retail cloud.” A retail cloud aimed at blending traditional CRM and e-commerce capabilities would be attractive to retailers currently struggling with the integration of numerous point solutions. Indeed, according to Aberdeen’s latest customer experience management study, the lack of systems integration is the top challenge keeping retail executives up at night, especially when it comes to designing personalized interactions across multiple channels. We should also look at this acquisition in the context of the current competitive landscape. In 2013, SAP acquired Hybris – another large commerce platform provider. This was a move that enhanced SAP’s CRM capabilities aimed at supporting retail organizations. Oracle, for its part, has also been enhancing its retail capabilities over the past few years through acquisitions of companies like BlueKai, Endeca and Maxymiser. Launching a...
Are Your B2B E-Commerce Efforts Ready for B2C Best Practices?

Are Your B2B E-Commerce Efforts Ready for B2C Best Practices?

A recent Aberdeen study on B2B ecommerce highlighted a vital trend companies must address: the convergence of B2B and B2C ecommerce. Despite the unique nature of their activities, the roadblocks impacting ecommerce activities of B2B and B2C firms are now similar. The increasing adoption and use of digital technologies has changed more than just consumer behavior. Use of smart phones and tablets, as well as social media platforms, is not a characteristic of B2C commerce only; it’s now commonplace in B2B ecommerce activities as well. Indeed, research shows that “customers increasingly using digital touch-points” is the top reason keeping executives in B2B firms up at night. Another related study also shows that 99% of companies are already using multiple channels to interact with customers. This means that it’s not the adoption of digital channels that concerns B2B firms. Similar to their B2C counterparts, they already use multiple channels (including numerous digital ones) as part of their ecommerce activities. It’s successfully incorporating these channels within existing ecommerce activities in line with the requirements of omni-channel activities that challenges B2B firms – a struggle also faced by B2C firms as they continue to add more channels to address changing consumer preferences. Delivering omni-channel customer interactions means that a business interacts with customers across multiple channels and devices while making sure that content delivered through each touch-point is optimized based on customer needs as well as conveys a consistent message with the ones delivered across other channels. Both B2B and B2C firms cite changing customer behavior as their top challenge in ecommerce programs. However, the former is 33% more likely to struggle...
Contact Us

Here is the pardot form

×