Recently at the NRF Retail Big Show, Salesforce announced the integration of Salesforce Commerce Cloud with Facebook Dynamic Ads. What does this mean for the consumers and E-commerce as a whole? Let’s dive in and explore the benefits and repercussions.
E-shoppers
Gone are the days when shopping meant that you drive all the way to the store, physically look at items and buy. With e-tail and e-commerce well embedded in our lifestyle, the store nearest to you happens to be the mobile device in your hand. It is evident that consumers are fundamentally transforming retail, interacting with brands through many touch points including web, mobile, online marketplaces, ads, connected devices, and of course social media.
Digital Advertising
Shoppers increasingly use these touchpoints to actually buy products, even though most of the time they use it to just collect information. This means that the shopper wants each interaction to be relevant, and coordinated into a single, unified experience. One of the most important ways to deliver relevance is with digital advertising. Here the brands are exploring for that ultimate solution which will ensure that their customers, or potential customers, are seeing the most relevant, happening product ads in their Facebook or Instagram feed.
Salesforce Commerce Cloud Integration with FB
With the integration of Salesforce Commerce Cloud with Facebook Dynamic Ads, brands can now leverage Commerce Cloud and Facebook in new ways to deliver relevant product information and to drive conversion.
Facebook has over 1.1 billion daily active users. With Dynamic Ads, Salesforce Commerce Cloud customers can extend their brand and products to an enormous audience. This will drive shoppers back to their site and ultimately increase conversion and sales. Your product catalog is connected to Facebook and Instagram. Facebook activity-tracking pixel gets placed on your site. Thus, direct integration with Facebook makes enablement fast and simple.
Brands can now easily promote products and manage ads through the same control panel they use to manage their site. This is the most important advantage of having a unified commerce platform – managing all commerce channels, and being more productive, all from a single platform.
Conclusion
Distributed commerce is the concept of shopping from any Internet-connected device, platform or application. This will have a profound impact on retail. It impacts typical buying patterns, as consumers no longer follow a linear path, but can waver tangentially between touch points. However, it also presents a significant advantage for those retailers and brands who can quickly implement these dynamic capabilities.
Salesforce Commerce Cloud’s integration of Facebook Dynamic Ads is currently in beta and will be generally available in the first calendar quarter of 2017 to Salesforce Commerce Cloud customers
