November 28, 2022


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Dreamforce 2022 in Review: 10 Highlights for Retailers to Learn From

Salesforce came to lifestyle 23 a long time back in a San Francisco apartment by Founder and recent Co-CEO Marc Benioff. Dreamforce, its annual function made to deliver alongside one another the worldwide Salesforce neighborhood for understanding, neighborhood making, enjoyable, and philanthropy, located its conception 20 many years back. And this yr, I was ready to working experience Dreamforce for my quite initially time – finally finding just how impactful each Salesforce and Dreamforce are to their associates and brands alike. 


With so significantly to absorb all through these rapid-paced, information and facts-abundant 3 days, down below are 10 of my most loved moments. 


1. The Opening Keynote Offered by Co-CEOs Marc Benioff and Bret Taylor 


Going for walks into Dreamforce was contrary to any other celebration I have at any time attended, with the power of Dreamforce encompassing each individual phase I took. Seats stuffed quickly and hrs early for the opening keynote session of Co-CEOs Marc Benioff and Bret Taylor. Enthusiasm of information to be revealed about Salesforce increased capabilities filled the room and – really practically – the metropolis days before this actual session. I was excited to listen to firsthand what all the chit chat was about, and I was not upset. As an avid believer that integrated, clever engineering is essential in supporting small business operations, Benioff and Taylor last but not least let us in on 1 of their most effective stored techniques nonetheless. And that was that serious-time info platform, identified as Genie, has been launched to the already sturdy and innovative Salesforce platform. For vendors in unique, this sparked my enjoyment knowing that attaining clarity from a 360-diploma angle in real-time on all touchpoints of their small business is critical for optimized retail results. In the times that followed, I was thrilled to find out even much more about Genie and the benefits it gives vendors, which you can also take a look at here


2. Facts-Pushed Selections are Crucial for Business enterprise Development


 As 1 of above 1,000 periods at Dreamforce, I was grateful to pay attention to Salesforce consulting husband or wife, Slalom’s, Running Director Jim Clarke and DECIEM’s Senior E-Commerce Director Heather Stables focus on the importance of data for enterprise development. Stables revealed that although their group does not have an formal promoting department, they lean on data retrieved from their several technologies-primarily based resources to make strategic and gain-oriented choices that assist standardize and streamline their operational initiatives. Speaking precisely about their skincare enterprise, The Normal, Stables shared that possessing transparency was the most essential section of their organization development. Leveraging Slalom, this transparency grew to become a fact for The Everyday though also supplying them info they could proactively react to for extra worthwhile company development. For all shops, this can be mimicked if making use of the suitable technological innovation. Luckily, with tailor-made technological know-how this kind of as Slalom and Salesforce, this can be accomplished. 


3. The Retail outlet of Tomorrow Could Not Be What You Hope It To Be 


Jointly with Robin Smith and Irina Yurevich of EPAM Devices, a Salesforce consulting lover, and Michelle Grant of Salesforce, I was thrilled to share in a dynamic panel dialogue about the “Store of Tomorrow: The Subsequent Era of Technologies, Inclusion, and Accountability in a Retail Surroundings.” We discussed how technologies and trends alike are impacting bodily and digital retail as nicely as what consumers be expecting from getting activities. Metaverse was a portion of our dialogue, although it is not expected to be a homerun retail experience by all panelists in attendance. It is, on the other hand, anticipated to be an essential element of the path to obtain for a lot of individuals. Furthermore, earning confident you continue to keep visibility and connectivity concerning the several destinations a buyer might interact on their special route to buy was an critical spotlight of this dialogue. 


Collectively with Michelle Grant of Salesforce, Nicole Leinbach of Retail Minded joined EPAM leaders in a panel discussion about the &#8220Retail store of Tomorrow&#8221.

4. Influencers and Person Generated Material Continues to Sway Buyer Decisions 


Clients like understanding what other clients assume and in our modern day globe of commerce, this proceeds to be among the the foremost influencers in buyer choices. Maintaining this in head, retailer Ashley Stewart had a Q&A with Slalom and shared that the bulk of their marketing is mostly centered on influencer and user produced written content. They also lean greatly on invest in now, shell out later messaging that is designed probable by companies such as Klarna, Afterpay and other quad installment payment corporations. And many thanks to Salesforce husband or wife Slalom, they are also ready to convey a stronger human aspect to their messaging, aligning with their need to personalize messaging and promoting to their customers. 

5. The Stop of a Customer Journey is as Significant as The Beginning of the Journey 


I have been a lengthy-time enthusiast of the client journey being a top rated priority for suppliers, and listening to from Shoprunner, a FedEx subsidiary – and Salesforce companion – at Dreamforce reinforced just how significant it is to listen to what consumers want. Stressing that their purpose is to “simplify the e-commerce knowledge,” Shoprunner aims to give a holistic and genuine see to their consumers many thanks to a option that stems from client loyalty and integrates with Salesforce Commerce Cloud Order Management Method. With these straightforward nevertheless vital main values, Shoprunner is helping to redefine what customer delivery appears to be like like in a entire world that usually thinks rapid is very best. But what about quickly with transparency, effortless returns, and buyers in handle? The close of the journey is as vital as the commencing of the journey, and this reminder is a excellent a single to implement to your own exceptional company. 


6. The Evolution of Loyalty in Retail Leans Seriously on Consumer Experience 


On Day 2 of Dreamforce, I was fortunate to be a part of a panel dialogue that involved Salesforce’s Michelle Grant and Slalom’s Shivanni Majewski and Bethany Platter. As individuals ourselves, we all agreed that the working experience of purchasing &#8211 both the constructive and the adverse &#8211 influences our future acquire choices. As retail industry experts, we also agreed that the information main to a transaction make a difference. This dynamic dialogue is a person not to be forgotten whether you are a little, mid-measurement or significant business enterprise, as purchaser loyalty doesn’t perform favorites to dimensions but rather to experience. How manufacturers and merchants remain in contact with their consumers is a massive issue in loyalty, as effectively. Using intelligence produced from past purchases, suppliers can be much more strategic with when and why they get in contact with shoppers for foreseeable future shopping possibilities. But it should not be ignored with how this transpires either. Email promoting continues to be a potent communication avenue, but SMS alerts and even social media affect a loyal customer’s route to invest in. I obstacle you to believe about why you are faithful to the spots you are as a purchaser by yourself, and then feel about if your organization mimics some of your most loved purchaser loyalty ordeals. The details truly do make any difference listed here, as we every single talked about in this panel at Dreamforce. 


Slalom "Customer Loyalty" Panel at Dreamforce 2022

Retail Minded&#8217s Nicole Leinbach joined Slalom at Dreamforce to examine shopper loyalty together with Salesforce&#8217s Michelle Grant.


7. Store Optimization Should Incorporate Worker Optimization 


Although it’s not possible to opt for a beloved second of my 7 days at Dreamforce, I’d be lying if I did not say the retail keynote was one particular of my top rated three. As a self-described retail geek, I was giddy with pleasure to hear from Salesforce’s Rob Garf and Michelle Grant with unique friends from Gucci and Casey’s. As Garf shared in this partaking keynote, “more and a lot more stores are turning to automation and AI” to aid with retail outlet and staff optimization. The genuine takeaway for me, having said that, was simply that a person can’t be prosperous without the other. Keep leaders need to empower their staff to really enhance their retail outlet. Services, in unique, is elevated when workers are presented the likelihood to be elevated on their own. With increased responsibility and possibility, they can definitely comprehend their stock and customers on a further level. Genie made an visual appearance here, as perfectly, reinforcing that buyer magic can be sent with content procuring activities when equally the retail outlet and their staff members are positioned to deliver the best purchaser care.


8. The Associate Ecosystem at Salesforce Felt Like Family 


A person of the numerous interesting discoveries I had although at Dreamforce was the initial-hand knowledge of seeing just how useful Salesforce sights their associates. From my eyes, they felt more like family than just companions with excited colleagues happy to see each and every other, function together and collaborate to make merchants extra achieved. It was an remarkable practical experience to see so several corporations working together, ultimately seeking to deliver heightened encounters for merchants with as much simplicity, agility and transparency as probable. It didn’t hurt that these exact associates liked some laughs and legitimate fun alongside the way. Hunting back again, I primarily savored my time at the “Women in Retail, Customer Items & Commerce Networking Event” from Dentsu where by I met so a lot of fantastic women leaders. By the end of the party, I realized I experienced fulfilled ladies I would be staying in touch with in the years to follow. 


9. Belief and Transparency is the Correct Measure of Success 


On Working day 3 of Dreamforce, I began to believe about what have faith in intended in a small business partnership. Without hesitation, I promptly believed of transparency. Immediately after all, how can you have belief if you just cannot realize all the facts of a thing? When we look at retail in certain, there are so a lot of going items at any single time that rely on is important in making absolutely sure things will get the job done out successfully. This was reinforced when I read from Salesforce husband or wife OSF Electronic in a session at Dreamforce the place they discussed linked shopper activities developed about united companions doing work alongside one another. Through a assorted ecosystem of partners, OSF Electronic is ready to assist vendors deliver individualized purchaser encounters that nurture customer loyalty and improve revenue, as properly. But let’s facial area it. This can’t take place devoid of a very clear being familiar with of what is having spot. Transparency offers retailers the ability to have this knowledge, nonetheless suppliers are unable to acquire this devoid of the right engineering. Realizing there is know-how like Genie that integrates with other technologies from the quite a few Salesforce companions I obtained to know when at Dreamforce proves rely on and transparency go hand-in-hand. Jointly, they direct to effective encounters irrespective of whether it arrives to clients, stock, transactions or far more. 


Retail Minded&#8217s Nicole Leinbach chats with the OSF Electronic staff while at Dreamforce 2022.

10. Retail is Not Retail Without the need of Dreamforce 


As Bret Taylor claimed on Day A single of Dreamforce, “San Francisco is not San Francisco with out Dreamforce.” And I agree. But I also imagine retail isn’t retail without having Dreamforce. 

Dealing with Dreamforce as a initially-time attendee and self-described retail geek was &#8211 no pun meant &#8211 a desire occur genuine. I remaining there motivated, enthusiastic and admittedly, a little bit exhausted. It was a non-prevent, training-rich knowledge that also made available entertainment and networking that I price from both equally a individual and skilled viewpoint. I’m grateful for the experience, but I am additional grateful for the shops that get to gain from the Salesforce spouse ecosystem that is making stores extra successful and extra pleasing 1 Dreamforce at a time. 

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