Staying relevant in a seemingly increasingly fast-changing world requires constant renovation and riding the latest waves of transition — for example, knowing that an ever-increasing amount of us are opting for the phone over the laptop when it comes to buying online, brands and retailers that refocus their digital spaces to optimize mobile experiences — and not just think of them as secondary to laptops — are in a better place to capture more customers.
And this example of mobile-optimized experiences is best delivered by ecommerce platforms that provide the firepower to create powerful experiences. And there is one ecommerce platform in particular that is the right fit for not only riding waves of change in the economy, but leads the wave, which is Salesforce Commerce Cloud.
Used to optimize digital customer experiences for many of the most well-known brands across the world, Salesforce Commerce Cloud feels like a bespoke fit for the clothing industry in particular.
“How on earth did you reach that conclusion, Mr Writer?” you may ask. “Thanks for such a direct question,” I would begin my response. “Firstly, it is quantitatively better: among the leading fashion brands and retailers, the most popular ecommerce platform that they use is Salesforce Commerce Cloud.”
Among the leading fashion names, 16% of them use SF Commerce Cloud; followed by Magento (14.6%), Amplience (9.4%) and Hybris (9.4%), IBM Websphere (9.2%), and Oracle (6.2%).
“Secondly,” I would continue, “it is qualitatively better: it is cloud-based so that common issues surrounding site speed are non-issues — or at least lesser issues; it comes with content capabilities, unlike its major competitors like Magento; its marketing functionality is robust, allowing you to display specific prices for specific products to specific customers, allowing great personalization capabilities; and it is able to perform a/b testing to tweak and fine-tune digital experiences.” And then I would stop talking and let all that sink in — with a smug smile on my face.
Why don’t we take a deeper dive into the brands that use Salesforce Commerce Cloud, and look at the top 10?
The Japanese casualwear brand is a powerhouse that operates in Europe, North America, and Asia. UNIQLO utilizes Salesforce Commerce Cloud to showcase its abundance of products. But that’s not all. Its online experience is heightened by its wheel of fortune spinner on the homepage. A customer may be rewarded with a $5 discount, $10 discount, or unfortunately get a $0 discount. Such a device is highly captivating to entice users into becoming customers.
The famous Australian surf brand has been operating on SFCC for two years now, providing them with the tools to accelerate online growth by spreading across digital channels like social media, to integrate the view of each customer.
3. Kate Spade
The luxury fashion brand from New York uses the ecommerce platform to display its top-of-the-line clothing. This is particularly advantageous because 60% of Kate Spade customers are millennials who — as we know by data but also instinctively — are bigger fans of ecommerce than any other age group.
4. Marc O’Polo
First applied five years ago, SFCC has been at the forefront of developing the ecommerce operations of Marc O’Polo. The Swedish-German brand generated €472 in revenue last year, and continues to develop better experiences for its customers.
5. Ralph Lauren
The New York City-based fashion brand has seen a drop of 77% in its North American revenue as it attempts to combat the negative effects of the pandemic. It migrated to SFCC three years ago to enhance online and streamline customer resource management.
The global clothing brand based in Italy redeveloped their ecommerce strategy when they migrated to Salesforce Commerce Cloud and has been focussing on their omnichannel presence, as well as their enhanced functionality for mobile.
The young clothing brand markets towards an equally young target market. Founded in 2006 its revenue for last year reached just over $1 billion.
The upmarket clothing brand based out of the Netherlands is a keen user of Salesforce, having integrated Commerce Cloud with Marketing Cloud and Service Cloud. Their now fully integrated tech puts them in an ideal position to optimize customer data across ecommerce, marketing and customer service.
Salesforce Commerce Cloud also operates ecommerce experiences of Columbia, and has only recently applied the powers of SFCC to its mobile functionality. With a full catalog, product pages, and a short checkout process, Columbia has now graduated in mobile optimization with an A+ grade.
Operating out of California, Tillys can be found in 239 locations, and regularly records revenues of half a billion annually. It uses Salesforce Commerce Cloud to host its ecommerce operations and handle its customer service.