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Diane Von Furstenberg Adds Connected Intelligence To In-Store Recommendations

The luxury retailer Diane Von Furstenberg is working with Salesforce Commerce Cloud Einstein on personalizing the in-store experience, says DVF's Tom Britt.

Global fashion retail brand Diane Von Furstenberg is tapping Salesforce’s artificial intelligence tools to bridge its online/offline shopping recommendations for its consumers while in its stores.

DVF’s addition of the point-of-sale system under Salesforce Commerce Cloud Store and the predictive analytics system Commerce Cloud Einstein, represents a merging online and offline experiences as AI-driven “personalization” is changing the nature of retailers of all stripes in the face of challenges from Amazon and other e-commerce channels.

Salesforce has been partnering with DVS since 2011, primarily on the brand’s e-commerce efforts. For a brand like DVF, which has a global distribution network that covers its clothing items across 55 countries and 1,500 points of sale on top of 148 “owned and partnered” stores on every continent, tapping deeper into Salesforce’s expanded software portfolio is a way of maintaining a clearer line between the brand and its shoppers.

“DVF is a customer-first brand and we are laser-focused on delivering the shopping experience our customers want, wherever they are,” said Tom Britt, COO at Diane von Furstenberg. “As a current Commerce Cloud customer, DVF is excited to expand its relationship with Salesforce to include Commerce Cloud Store. We see Commerce Cloud Store as being key to achieving our unified commerce vision.”

The expanded partnership is being showcased at the kickoff of Salesforce’s XChange retail tech conference in Las Vegas on Wednesday.

Salesforce Einstein’s AI capabilities and services were first unveiled last fall. The tools are being embedded with every Salesforce Cloud product, executives said at the time. Einstein’s AI leverages all data within Salesforce—customer data; activity data from social media chatter, email, calendar entries, and e-commerce; social data streams such as Tweets and images; and even IoT signals—to train machine learning models.

That, coupled with Salesforce’s vast scale across some of the largest global enterprises, gives its pitch to retailers a good deal of credibility. Considering the relatively recent emergence of AI and connected intelligence platforms via voice-activated assistants such as Amazon’s Alexa, Google Assistant, Apple’s Siri, and Microsoft’s Cortana in a marketing context, retailers are uncertain about which latest “revolutionary” technology to trust.

As consumers expectations have changed thanks to smarter search and immediacy of on-demand, retailers have had to scramble to catch up. DVF and its other retail clients  hope that Salesforce’s new offerings can help put it on a surer footing when it comes to meeting and exceeding what store shoppers expect.

“Stores are, and will continue to be, an integral part of the retail landscape, and brands that are evolving their stores with technology and empowering their associates are leading the way,” said Jeff Barnett, CEO of Salesforce Commerce Cloud. “We are thrilled to make Commerce Cloud the backbone of DVF’s unified commerce experience. The combination of digitally-powered associates in stores and personalization from Commerce Cloud Einstein will increase customer satisfaction.”

 

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.