{"id":19767,"date":"2019-09-16T05:00:00","date_gmt":"2019-09-16T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=19767"},"modified":"2024-09-16T15:00:12","modified_gmt":"2024-09-16T22:00:12","slug":"behind-the-scenes-on-consumer-goods-cloud-making-brick-mortar-retail-as-engaging-as-online","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/behind-the-scenes-on-consumer-goods-cloud-making-brick-mortar-retail-as-engaging-as-online\/","title":{"rendered":"Behind The Scenes on Consumer Goods Cloud: Making Brick & Mortar Retail as Engaging as Online"},"content":{"rendered":"\n

Like every other industry, retail is in the midst of a massive transformation. Customer expectations have changed as the speed and convenience of ecommerce have redefined the shopping experience. But despite the rise of ecommerce through innovators like Amazon, 95% of all consumer goods<\/a> products are still sold in physical stores, according to Nielsen research. <\/p>\n\n\n\n

That doesn\u2019t mean clear horizons ahead. For consumer-goods manufacturers, the retail endpoint doesn\u2019t really matter \u2014 they must figure out how to get their products in front of consumers, whether that\u2019s at a physical point of sale or a digital one. As Salesforce\u2019s Industries team talked to customers, some who were using the Salesforce Commerce Cloud<\/a>, it found that while most of them embraced ecommerce, they were also inspired by how ecommerce allowed them to gain deeper insights into how their products were reaching consumers, and how they could use those insights to empower their field reps to create a better retail experience.<\/p>\n\n\n\n

\u201cOur retail and consumer-goods customers told us that ecommerce is a perfect store because they can easily buy products, get information back from their customers, have real-time visibility into data trends, and gain direct access to the consumers,\u201d explains Salesforce Senior Vice President of Retail & Consumer Goods John Strain. \u201cThey wanted us to help them translate some of those key advantages of ecommerce into the in-store experience.\u201d<\/p>\n\n\n\n

It was through a series of unique conversations with customers that Consumer Goods Cloud<\/a> \u2014 Salesforce\u2019s newest industry-specific offering \u2014 came into existence. Along with Manufacturing Cloud<\/a> (the other product Salesforce announced September 16) Consumer Goods Cloud adds to a growing portfolio of industry-specific CRM products, joining Financial Services Cloud and Health Cloud. As with its predecessors, the core principles for Consumer Goods Cloud are the same: empower companies to leverage data and real-time insights in order to bring companies and their customers closer together.<\/p>\n\n\n\n

The value add with the Industry Clouds is that Salesforce\u2019s product and marketing teams zero in on speaking the language of the customer and understanding their specific needs, challenges, opportunities, and pain points. Through that process, new capabilities are identified and integrated into industry-optimized products that leverage the power of the Salesforce Customer 360 platform. <\/p>\n\n\n\n

Consumer Goods Cloud is aimed at redefining point-of-sale for consumer-goods manufacturers \u2014 specifically optimizing how products are being placed at retail locations, how effective the delivery chain is at getting them there, and their exposure to consumers in stores. <\/p>\n\n\n\n

According to the Industries team\u2019s studies, some 46% of consumer-goods leaders reported they had no digital tools to track the effectiveness of so-called retail execution \u2014 getting the right products to the right stores at the right times \u2014 and that many were still using pen and paper to track records. What\u2019s more, 52% of consumer-goods leaders say their merchandising and marketing plans aren’t executed as intended in stores, according to Salesforce Research<\/a>. [Click to Tweet<\/a>]<\/p>\n\n\n

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Open Image Modal<\/span>\"Retail<\/a>
Retail executions don’t always measure up <\/em><\/figcaption><\/figure><\/div>\n
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