Salesforce Retail Summit 2021

Letizia Tancredi of Salesforce interviews Luca Zambrelli.

Let's get to the heart of our Summit and we do it starting from the customer, with a focus on their experience in the digital world. For example, as soon as we place an order on Amazon they anticipate our next purchase. Netflix recommends the shows we like with great accuracy. How do you evaluate all this, how does a luxury brand see these phenomena?

It's amazing how fast our habits are changing and how technology is becoming an integral part of our lives. Surely after this phase of "violent" digital growth we will all have a great desire to resume old but important habits.

The theme for the brands is to capitalize on what has been seen during this last period. The potential of digital is not lost. We must remain convinced that it is the correct path but at the same time we must keep alive the sacred human values ​​of the real relationship.

Customers want to live a dream made of joy, wonders, positivity and detachment from normality. They are seduced and want to seduce in turn. Live and beautiful. Strong. Brave.

Returning to your observation, already in 2018 we had embraced the concept of personalization and experience profiling using Salesforce technologies such as DMP and Marketing Automation.

Today, technological changes and the rapid evolution of consumer habits lead us to new considerations. And let's not forget the regulations that are increasingly invasive in terms of digital and to protect individuals. Customers want to be treated as real, unique individuals, ... the attention and care we dedicate to them in boutiques today is required online.

The major problems encountered in the design of personalized customer experience are represented by the quality of the data we collect (identification and uniqueness of subjects, reconciliation of subjects, ...), to then get to more specific issues related to the theme of large-scale personalization : different communications, different contents, personalized and profiled services according to the type of customer, …

The Customer Data Platform, as a data lake made up of both pseudo-anonymous and registered identities, represents the starting point for these new reasoning.

And what we are talking about is not a goal but an obligatory step in the dialogue between the brand and the consumer. And I don't want to talk about omnichannel because I consider it an outdated term. Today distinguishing channels means not having understood anything about what the consumer is asking for.

The Customer Data Platform (CDP) is definitely the next step to the CRM. A real and current vision that represents a new point of view of the concept of data linked to the customer and to the relationship between him and the brand. Here we no longer talk about customers but we expand the concept to individuals who interact and relate to the brand. Here new touchpoints, new KPIs and new data collection probes become fundamental.

Personalizing content and making the user experience unique and contextual… these are issues that cannot be tackled without supporting tools. CDP is the enabler but it is not enough.

This is where key tools come into play, like the Salesforce Interaction Studio.

I have long dreamed of being able to offer every single user among the millions who connect to our sites the opportunity to have a different experience. Different in terms of many aspects, from contents, messages and commercial offer. It's like building a different dream for each user.

With the DMP we talked about DCO and covered the upper part of the sales funnel. Today with Interaction Studio we can talk about truly personalizing the content of the site based on the user profile and reaching a level of detail of the single message. It certainly isn't easy. We will have to develop a huge amount of content. Think of different communication messages for millions of users.

Very interesting opportunities open up.

But above all we are able to put together concepts that at the time we called with some colleagues "The digital stage" giving up for dead the sequential concept of Funnel in favor of more dynamic and contextual Customer Journeys to users and the place where they navigate, seizing the moment correct.

Today digital is Entertainment and in a show, the stage on which the narrative is staged is a key aspect. Think of seeing the same show with millions of different actors, different clothes, concepts told in millions of different versions… all directed and personalized on the basis of our consumer's dreams and a fundamental attention to the quality of the service.

This is what we are working on at Dolce&Gabbana.

Letizia Tancredi – Salesforce
Luca Zambrelli – Dolce&Gabbana