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"Salesforce Aims to Help Retailers Enhance the Customer Experience with First-Party Data"

Salesforce has announced a range of measures to help retailers grow their customer data-based advertising businesses and enhance the retail customer experience. Using first-party data, automation and workflows, as well as actionable insights, Salesforce aims to provide the tools to allow retailers to better target audiences and optimise campaign performance. Salesforce Commerce Cloud is also increasing speed and efficiency for retailers with the addition of Salesforce Payments as a payment provider in physical stores, implementation accelerators, and out-of-the-box analytics and dashboards to improve the digital experience. Furthermore, Salesforce AppExchange has added more commerce partners to its platform. The recent announcement of Genie Data Cloud provides connectors for retailers to securely ingest customer data from Azure Data Lake into Salesforce Marketing Cloud CDP. This gives retailers access to vast troves of data, allowing them to be in the advertising business and make use of first-party data to target audiences. These measures come in response to new research which shows that disconnected experiences are the top frustration for retail customers, with 65% of those surveyed saying they would remain loyal to retailers who provide personalised experiences. As the looming deprecation of third-party cookies means advertisers will be needing to buy or target audiences based on first-party data, these measures from Salesforce provide retailers with the tools to do so.

Originally reported by Martech:
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