Euronics Italia brings trusted in-store guidance online with Agentforce.

Competing in a digital-first market meant evolving both online and in-store experiences.

Since 1990, Euronics International Group has paired local know-how with global scale to deliver quality products, personalised service, and innovative retail experiences. In Italy, Euronics Italia unites more than 350 stores under one trusted brand using a federation model that preserves local independence whilst tapping into their parent brand’s reach and buying power.

They run a mature omni-channel strategy, with 30% of online sales coming from options like click-and-collect and reserve-in-store — both of which result in orders being fulfilled within 30 minutes. The results speak for themselves: Euronics Italia is growing more than 10% year over year, well ahead of the broader consumer electronics market, which is growing at about 5%.

As global ecommerce leaders like Amazon continue to reset expectations around convenience and personalisation, Euronics Italia knew they needed to evolve to stay competitive.

“With an NPS of 65%, we have the highest score in the category. The expertise of our sales associates is our competitive edge,” said Umberto Tesoro, Digital Director. “We want to bring this signature in-store excellence to the online shopping experience.”

Rather than reinventing their business, Euronics Italia chose to build on their strengths. By expanding omnichannel experiences and using data more effectively, they aim to deepen loyalty and strengthen engagement — without losing the local expertise that differentiates them.

To answer questions accurately, Ronics connects with trusted data from Euronics Italia's catalogue of 26,000 SKUs, which is stored in Data 360. Customers can start a chat with Ronics either in the Euronics Italia app or on the website to ask questions or explore options using natural language. Agentforce provides instant answers about refrigerators, dishwashers, and washing machines in natural, conversational Italian for needs such as:

• Managing space constraints: If a customer has a small kitchen, Ronics suggests built-in ovens, slimline dishwashers, or other space-saving models that fit comfortably.
• Balancing performance and efficiency: When someone asks for a high-capacity fridge with low energy consumption, the agent recommends models that meet both goals.
• Replacing appliances: If a dishwasher stops working, Ronics identifies similar replacement options based on the original model's specifications.
• Suggesting and explaining additional services: If a customer wants to learn more about services such as installation or extended warranty, Ronics provides in-depth answers.
• Comparing products: For shoppers choosing between two options, the agent delivers a tailored comparison outlining which model is better suited for their needs and why.

“Agentforce is like a compass that can guide you through the shopping experience in this big catalogue with so many products and brands,” said Tesoro.

Underpinning it all is Data 360, which provides the built-in vectorisation algorithms, search indexing, and retrieval-augmented generation that enable Agentforce to quickly search Euronics Italia's complex catalogue. For example, washing machines have details like load capacity and spin speed, while refrigerators have entirely different attributes such as freezing capacity or cooling type. However, both categories share basics like size and energy class. Data 360 makes it possible for Agentforce to return accurate results from the right product category based on what the customer is really asking for.

Euronics Italia partnered with Retail Reply to bring AI agent Ronics to life. The implementation took just 15 weeks — seven weeks for planning and eight for testing and deployment. Being able to connect their AI agent directly to Agentforce Commerce data and workflows saved valuable time, as Euronics Italia could avoid rebuilding and reconciling information across separate tools. This deep integration on one platform means Ronics can help customers easily move from discovery to purchase by adding recommended products directly to their cart.

Since launching in late August 2025, Ronics has handled more than 8,000 conversations to drive purchasing decisions. It made its first sale within its first month and is currently driving a 7% click-through rate on displayed products and 53% increase in conversion rate.

“Agentforce is exactly what we were looking for,” said Tesoro. “Now we can provide accurate answers to our online shoppers so they can make the same informed decisions as our in-store customers.”

Unified commerce, marketing, and service improves conversion and purchasing in stores and online.

Euronics Italia is turning every digital interaction into a sales opportunity with Agentforce 360 by connecting ecommerce, marketing, service, and trusted business data into unified context and coordinated experiences.

At the centre is Agentforce Commerce, which connects Euronics Italia's ecommerce experience and in-store network into one experience for employees and customers. Customers can browse appliances online, choose in-store pickup or home delivery, and move seamlessly between channels — all while receiving the same high-touch service. That continuity is possible because Agentforce Commerce integrates with Euronics Italia's third-party systems for order fulfilment, pricing, and more.

After replacing their legacy Oracle ATG platform with Agentforce Commerce, Euronics Italia integrated it with their Oracle-based order management system and task manager. The resulting ecommerce infrastructure connects eighteen logistics platforms, eight pricing systems, and a centralised order management system. Agentforce Commerce keeps everything in sync, so customers see consistent, reliable information wherever and however they shop.

Agentforce Marketing builds on that foundation by helping Euronics Italia's marketing team turn customer data into timely, relevant outreach that drives purchases. Through native connectors and APIs, Agentforce Marketing is tightly integrated with Microsoft Power BI, Azure, and Euronics Italia's custom data warehouse, allowing rich customer data to flow in from across the business. That data fuels smarter segmentation based on purchase history, behaviour, and preferences, so teams can deliver personalised messages across email, SMS, push notifications, and social channels. Campaigns for product launches, promotions, and loyalty programmes run automatically, while performance data flows back in real time, giving marketers clear visibility into what's resonating and where to fine-tune content for better results.

And to support customers during and after each purchase, Euronics Italia's service team relies on Agentforce Service to help customers by phone, email, chat, and in person. Smart routing and automation help them resolve cases faster, while an end-to-end customer view ensures they have a complete view of each customer's full journey.

By connecting ecommerce, marketing, and service, Euronics Italia has raised conversion rates by 2%, driven a 13% increase in online sales, and seen buy-online, pickup-in-store orders grow by 7% in 2025.

“Our strategy focusses on listening to our customers,” said Tesoro. “Connecting everything across ecommerce, service, and sales means we’re able to listen to them across every step and use what we learn to constantly improve their experiences with us.”

Salesforce’s proven track record in retail innovation, deep industry expertise, and ability to support omni-channel strategies made them the ideal partner. “For over a decade, Salesforce has helped us make sure we’re offering positive experiences in every interaction, every day,” said Tesoro.

What sets Salesforce apart for Euronics Italia is the flexibility, simplicity, and open architecture of the Headless 360 platform. Rather than replace systems that already worked, Euronics Italia was able to connect Agentforce Commerce, Marketing, Service, and Data 360 directly with their existing third-party platforms. That approach lets Euronics Italia offer tens of thousands of products nationwide through shopping experiences that feel straightforward and personal, even as a complex web of pricing, logistics, and store systems runs behind the scenes.

Because their ecommerce platform was a lighter technical lift, Euronics Italia could invest more energy where it mattered most: the customer experience. 'Technology only creates value when it improves the customer experience,' said Tesoro. 'If you don't align technology with human interaction, it simply won't work.'

The same principles carry through to AI. Agentforce is built into the same platform Euronics Italia already uses, which makes it faster and more cost-effective to launch AI agents that tap directly into trusted data and existing workflows. There was no need for standalone tools or heavy data migrations — just AI that works in context from day one.

From AI agents that guide appliance purchases to more relevant marketing and personalised service, Salesforce gives Euronics Italia the foundation to move quickly, build on what works, and deliver high-touch experiences wherever and however customers choose to shop.