With bottom lines stretched by inflation and third-party cookies being depreciated, commercial organisations are focused on putting customer data to work to drive efficiency and profitability, as per a report by Salesforce.
Salesforce on Wednesday released the second edition of its ‘State of Commerce’ report that shares insights from over 4,000 commerce practitioners across 25 countries, including 200 from India, as well as analysis of buying data from over one billion customers across 54 countries, on how B2B and B2C companies are adapting to a digital-first customer engagement landscape.
Key insights of this year’s report include:
Deepak Pargaonkar, VP, Solution Engineering, Salesforce India, said, “While the migration of customers and businesses towards digital channels began much earlier; the pandemic only accelerated the transition. The increased transactions online are both a boon and a challenge for customer-facing teams handling transactions on existing and emerging platforms. Investments in technology are key to stay on course with the digital wave in the coming years.”
Manish Kapoor, Managing Director and CEO, Pepe Jeans India, said, “Understanding customer dynamics has never been easier considering the amount of data available on individual customer trends. Running a successful e-commerce business is not a sprint. Businesses require automated technology platforms that can keep up with changing customer needs. Today, Pepe Jeans uses Commerce Cloud to deliver seamless ecommerce experiences across all customer touchpoints.”