Latest / The Retail Podcast / NRF 2023 Salesforce Kelly Haut Thacker, Salesforce Senior VP, Marketing, Commerce Cloud & CMO of Retail and Consumer Goods

Transcript

NRF 2023 Salesforce Kelly Haut Thacker, Salesforce Senior VP, Marketing, Commerce Cloud & CMO of Retail and Consumer Goods · The Retail Podcast

• 0:01
  Hello and welcome back to another episode of the retail
• 0:04
  podcast. Now we've interviewed a lot of
• 0:07
  people but cell swells. Exactly South was one of the
• 0:12
  event. Participants who have in my
• 0:15
  opinion? One of the most intriguing
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  stands. It's like a theme park or it's
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  absolutely amazing. It captured my attention, it
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  brought me in. So, who am I here with?
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  I'm with Kelly. Who is the CMO for Commerce,
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  clout for consumer goods and Retail.
• 0:34
  What we're going to do is unpack what Commerce Cloud means.
• 0:37
  Because a lot of people have different views.
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  Were, actually, what Commerce is, what I would love to do.
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  Get easiest to tap in to all those sort of little nuggets of
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  learnings that you had during this.
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  And I do believe you've actually produced a report recently on
• 0:50
  the consumer insights and love to learn about that.
• 0:52
  Yeah. And I will say it's it's been an
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  incredible amount. It's so nice to be back in
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  person, doesn't it feel like the magic of NRF?
• 1:00
  It's very much alive. So, we did just publish our
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  fifth edition of our connected consumer report and I'm we were
• 1:07
  just talking about just that let's talk about holiday just
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  happened not too long ago and while I think retailers had a
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  pretty incredible season overall consumer, still feel frustrated.
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  I think it's 77 percent of consumers are frustrated because
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  they feel like the retail experience with different brands
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  is very disconnected. So if I'm talking to some a
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  store, so Associate versus online versus maybe someone in
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  customer service, it really feels like siloed departments
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  and I think consumers want that frictionless experience that
• 1:39
  wombat personalized amazing journey regardless of where they
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  are and so that has been really frustrating for consumers, but
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  on the flip side, you're seeing 65 percent of consumers are
• 1:51
  willing to be brand loyalists if consists retailers can deliver
• 1:55
  that incredible personalized experience.
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  So I think what this means for Hours.
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  And I've been talking to a lot of retailers today just left an
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  incredible retailer talking about the opportunity, which is,
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  we need to bridge The Experience Gap.
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  So we need to make sure whether a my is a consumer.
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  Whether I'm online or in-store or on, you know, anywhere in
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  between that I'm getting that consistent experience, that
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  feels really contextual to the ethos of the brands.
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  And so there is an amazing opportunity to do that and
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  retailers that figure it out and do it.
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  This year are really going to win in retail.
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  Yeah, I think what's really interesting for me is the fact
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  that a lot of the path to purchase and shopping missions
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  when it comes to technology and I'm not saying Salesforce one of
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  them, but sometimes that's part of the frustration consumers
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  would say, I'm on a shopping mission to do X.
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  I'm shopping mission to do why I know cells will sort of Pride
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  itself of trying to within the Commerce, not to actually care
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  where the transaction takes place.
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  I don't know if you could just expand on shopping missions and
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  like Puff the purchase and what that looks like for you.
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  Yeah, I know. It's been so exciting.
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  The proliferation of just channels like Our, I like to
• 3:00
  shop. So, personally, I'm a mom.
• 3:02
  I have two young kids. My husband we both work.
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  And so, my shopping time, these usually, after the kids, go to
• 3:08
  bed, I spend some time with my husband, I go on to my customers
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  sites, especially those that just watched and I shop and my
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  experiences. I really want to, you know, when
• 3:18
  I shop, I want whatever's on the site to be relevant.
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  So what I want, what? I need my size.
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  I don't want to view an item that is not, you know, an
• 3:27
  inventory available for me, that's really frustrating.
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  So it's you know, it's really dependent on what you know each
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  person wants. I have lots of friends who like
• 3:34
  to shop in Instagram and they wanted to be totally
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  frictionless when they click. When they see something that
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  they like, they don't wanna leave Instagram.
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  They actually just want that transaction to happen right
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  within the UI that they're in. And so, you know, it just it,
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  I'm sure next year, there will be something even better, you
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  know, a new place for for consumers to shop.
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  And so for Commerce, we don't care about the channel, we just
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  want to make it, you know, deliver on that and mazing
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  frictionless experience. So consumers can get A wide when
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  they wanted, you know, on the right channel, they wanted in.
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  And that is like what Paramount that is the most important thing
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  for us that we're delivering on Innovation, we're delivering on
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  trust and we're, you know, helping our consumers and
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  helping our retailers really win.
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  Another like interesting, like little piece of data that I've
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  been talking a lot about with customers, is that.
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  We also had a lot of consumers that went into this holiday was
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  over, sixty percent at a lot of angst around product
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  availability. So, you know, I remember last
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  holiday a supply chain snafus and Lake Omicron were the two
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  things that took center stage and while I like to go, a lot of
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  retailers have really thought deeply about how do they
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  deliver, you know, inventory transparency, how do they make
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  sure they have really strong customer calms so that they're
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  able to, you know, calm any nerves or, you know, customers
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  are still feeling that. So I'm really proud.
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  We have our order management Solution, that's connected
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  straight into Converse Cloud. So that means that if I'm
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  shopping, I only see again, the products that are in inventory
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  and if they're not an inventory, I get something through a
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  high-powered recommendations that is just like that.
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  The consumers just like me. My size might want, is an
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  alternative. We also talking to a lot of
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  customers. A lot of retailers hear about
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  the need to have clean data. So, with the, you know, with the
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  economic Times that were in uncertainty now is taken Center
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  Stage, right? And so, me as a consumer,
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  inflation's up costs are up. My discretionary spending is
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  down. Down.
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  And so I'm much more intentional about what I need to buy.
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  And so for retailers and need to not only increase loyalty,
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  increase Revenue, decrease costs.
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  They still need to deliver on those like hyper personalized
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  experiences. And so we really guide a lot of
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  our customers on it starts with data.
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  Yeah. Do you have clean data that's
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  actionable or you can drive insights across the entire
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  customer lifecycle? And so we have our our
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  Salesforce customer data Cloud that really empowers customers
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  to do. And and I think that is also
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  going to be being Trend that we see this year is how do we do
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  more with less and how we really use actionable data to deliver
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  on those, you know, differentiated experiences?
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  So I'm sure a lot of listeners and retailers think our Commerce
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  means lots of different things that people have different
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  perceptions, and I see their perception is their reality.
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  I'd love to learn a little bit more about your perception.
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  Yeah, so I you know, Commerce style is such an incredible
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  product because it truly provides customers with the
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  utmost flexibility and control of their experience.
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  So, if, you know, we have lots of big customers that really
• 6:35
  want to go fast and for them like speed and, you know, speech
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  that value is really the name of the game.
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  And so we have templates that really provide our customers,
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  the ability to go fast. We have customers that want to
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  be able to unlock kind of brand ownership and for them it's
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  really important to have this highly customized experience
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  that really again like leans into the ethos of the brands and
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  so we have are composable storefront solution but still
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  empowers customers to go fast but also really provides it
• 7:02
  teams and marketing and brand teams kind of the separation.
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  Did you things that are most meaningful to their business?
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  Driving, that impact. So I think the butyl and then we
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  have customers, That you both some of them want to use
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  templates, but then they also want different parts, they want
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  to test new things, they want new innovation.
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  And so having kind of tablets plus the ability to have that
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  composable storefront experience.
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  Empowers customers to do kind of anything that they need so we
• 7:26
  really talk about Commerce. Cloud is empowering customers,
• 7:28
  do Commerce, their way, it's not one versus the other, it's
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  whatever. Feels most true to the customer
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  in that moment. And that's what I'm most proud
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  about and what we're able to deliver as a cloud.
• 7:39
  Final thoughts, future of retail if you had.
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  I don't know if you can share with us.
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  What were your thoughts are? If the event has shaped your
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  thinking on, you know, what will their looks like all
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  specifically in terms of way where your specific area is
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  going just thoughts on the future?
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  Yeah. I mean, I get to work with such
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  incredible customers where they're already thinking about
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  again, bridging, like the physical, and the digital.
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  And so, it's been amazing to hear from a lot of retailers out
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  here that are still like, how do I do this?
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  This feels Really hard. I'm hearing a lot about clean
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  data. How do we get clean data?
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  How do we access actionable clean data?
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  And then I'll just, for a retail perspective, we just launched
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  the, you know, Walmart sales force partnership.
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  So I'm really seeing a ton of partnership top and across
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  services. And even across like, you know,
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  Claire's is in Macy's. We have lots of direct to
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  Consumer brands that how our program that wholesalers or
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  another standing up and in physical stores and say you're
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  single to Partnerships. Again, you know, doing more with
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  last, how do we reduce kind of time to Market, how do we expand
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  channels? And so I think Partnerships will
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  continue to be the big trend of this year Kelly.
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  That's brilliant. Thank you for coming out,
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  sometime to see us. Thank you so much.
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  Thanks a lot. Yeah.
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  Again, you know, doing more with last, how do we reduce kind of
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  time to Market, how do we expand channels?
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  And so I think Partnerships will continue to be the big trend of
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  this year Kelly. That's brilliant.
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  Thank you for coming out, sometime to see us.
• 8:52
  Thank you so much. Thanks a lot.
• 8:54
  Yeah.