We’ll address how retailers build loyalty today and, in the future, and how technology, like Salesforce, make this engagement even more meaningful.
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Building Brand Loyalty through Conversational Commerce
, Retail Commerce Lead, Accenture Song, Accenture
, VP, Commerce Product Strategy & Ecostem, Salesforce
Role: Commerce
Topic: Artificial Intelligence
Session Level: Intermediate
Session Tracks: Sponsors
- Wednesday, May 223:30 PM - 4:10 PM CDT(8:30 PM - 9:10 PM GMT)Breakout 1 (Room W178, Level 1)
Session Summary by Einstein: The 'Brand Loyalty through Conversational Commerce' session at the Salesforce conference delved into the evolving retail landscape, emphasizing the convergence of physical and digital channels and the need for harmonized customer experiences. Keynote speakers featured were Accenture Song, Retail Commerce Lead - Emily Fannon and Salesforce, VP Products Strategy & Ecosystem Commerce Cloud - Andy Peebler discussed how AI, particularly generative AI, is reshaping customer engagement, with real-world applications in companies like Gucci and Bricorama enhancing service and sales processes. Demonstrations of AI-powered tools like Taylor showcased the potential for predictive customer interactions, while data strategy and integration were highlighted as crucial for leveraging AI effectively. The session underscored the importance of aligning AI with human touchpoints to optimize customer journeys and drive loyalty in a multi-channel retail environment.
Key Takeaways by Einstein:
• Generative AI is transforming customer interactions by predicting needs and providing seamless service, as evidenced by the AI-assisted tools implemented by Gucci for personalized customer service.
• The integration of AI into conversational commerce tools, as demonstrated by Bricorama, enables customers to receive expert advice and product recommendations online, improving satisfaction and confidence.
• A strategic approach to data is essential for the success of AI applications in commerce, allowing for more informed and effective customer engagement and operational efficiency.
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