On Tuesday, CRM software provider Salesforce launched a new integrated platform called Commerce Cloud that will include an e-commerce platform. A result of its June acquisition of Demandware, Commerce Cloud will integrate e- and m-commerce capability (including payment) with marketing, CRM, customer service and more. From a CNP perspective, the company said, among other online payment methods, that Commerce Cloud will include support for Apple Pay for the Web and mobile Web. An e-commerce platform integrated with those other business activities will provide companies with far greater visibility into and understanding of their customers’ behavior, according to Jeff Barnett, CEO of Salesforce Commerce Cloud.
“The connected customer is transforming commerce, creating new opportunities for brands to transform the buying experience,” Barnett said. “By bringing together the leader in enterprise cloud commerce with the world’s number one CRM, we’re empowering brands to deliver personalized and unified customer experiences. The understanding we have around the consumer is enriched through this commerce experience. We’re dealing with the actual transaction and buying history—and developing a relationship with that consumer over time.”