Improving the customer journey with personalisation – Salesforce talk


Thoroughly enjoyed the Salesforce Commerce Cloud (Demandware) event on Tuesday evening where I gave a talk on improving the end-to-end customer journey with personalisation.

The talk was definitely one of the most technically challenging that I’ve given. It involved a live eye tracking exploration of every touch point leading up to the final purchase in a Mothercare store, plus a surprise ending!

Approaching personalisation in this way – from the perspective of the end customer – certainly focuses the mind.  It’s such an effective way of identifying the best opportunities for personalisation as well as other more general UX improvements to the Omnichannel journey.

I’m glad to say everything went well on the night, and I was very pleased with how the talk went down with the audience, which included many top UK retailers.

Separately, I really enjoyed the other talk by Graeme Grant, VP of Business Systems at Salesforce, who had come all the way from Boston to talk about the latest Commerce Cloud developments.

We’re very excited about helping our clients make the most of all these new features such as the latest recommendation engine enhancements (which are available now), the intelligent sorting feature and some of the very interesting in-store technology that will be arriving next year. All of which are powered by the Salesforce Commerce Cloud Einstein AI system.

Chris Gibbins, Director of UX & Optimisation