Imagine this—you see a product online, add it to your cart, but decide to check it out in a physical store before making the purchase. When you arrive, the store staff already knows what you were looking at, and your cart is synced. You get an exclusive in-store discount, make the purchase, and later receive an email with personalized recommendations based on your shopping history.
Now, that’s the magic of omnichannel commerce!
In today’s digital-first world, customers expect seamless shopping experiences across every platform—whether they’re scrolling through social media, shopping on a website, or chatting with a virtual assistant.
Salesforce’s robust ecosystem, which includes solutions like Salesforce Commerce Cloud, Salesforce Service Cloud, and Salesforce Marketing Cloud, Salesforce OMS, unifies data and channels to deliver a truly connected, personalized customer journey. This integrated approach empowers retailers to meet evolving consumer demands while streamlining operations and driving loyalty.
In this blog, we’ll explore how to deliver an omnichannel commerce experience using the Salesforce ecosystem. We’ll cover everything from what is omnichannel in Salesforce to the best practices for omnichannel selling while sharing recent statistics and real-world insights from 2024 and early 2025.
What is omnichannel?
In today’s fast‐paced digital economy, a seamless, integrated shopping journey isn’t just a competitive advantage—it’s a necessity. Customers now expect to interact with your brand across multiple touchpoints, whether they’re browsing on a mobile app, shopping online, or visiting a physical store.
That said, omnichannel isn’t just a buzzword—it’s a game-changer. Omnichannel integration means that whether a customer interacts with your brand through an app, a store visit, a phone call, or social media, they get the same smooth experience. The key difference between omnichannel and multichannel is connectivity—in a multichannel setup, different touchpoints work in isolation, while in an omnichannel setup, they talk to each other.
For example, if a customer starts shopping on a website, adds items to their cart, but later decides to complete the purchase via a mobile app, the cart should remain intact. That’s true omnichannel commerce solutions at work, and that’s what businesses need to offer today.
What is omnichannel in Salesforce?
At its core, omnichannel commerce solutions are about providing a consistent, integrated customer experience across every channel. So, what is omnichannel in Salesforce? It’s a strategic approach that leverages Salesforce’s multi-cloud ecosystem to merge data, communication, and commerce into one seamless journey. Whether your customers are interacting via your website, mobile app, social media, or in-store, Salesforce ensures that every interaction is connected, offering a unified view of customer data.
The power of an omnichannel platform
A robust omnichannel platform is essential for creating a frictionless customer experience. Salesforce offers tools that integrate data from multiple channels into one central hub. This omnichannel integration means that sales, marketing, and service teams work off the same customer information—eliminating silos and ensuring that every touchpoint contributes to a coherent, personalized journey.
Omnichannel commerce solutions in the Salesforce ecosystem
Salesforce provides a suite of solutions designed to power both B2C and B2B strategies. With Salesforce Commerce Cloud omnichannel capabilities, brands can create and manage digital storefronts that integrate with traditional retail environments. These solutions work hand-in-hand with Marketing Cloud, Service Cloud, and Data Cloud to deliver a holistic approach, known as Salesforce unified commerce.
Key Components:
- Salesforce Commerce Cloud: Offers flexible, scalable digital storefronts that adapt to different devices.
- Salesforce Marketing Cloud: Enables personalized, targeted campaigns across email, mobile, and social channels.
- Salesforce Service Cloud: Powers an omnichannel contact center that delivers consistent, proactive support.
- Salesforce Data Cloud: Unifies customer data, making customer journey mapping with Salesforce seamless and effective.
- Salesforce OMS: Integrates and streamlines order processing, fulfillment, and returns across all channels. With Salesforce OMS, brands can efficiently manage orders—from the moment a purchase is made to its final delivery—ensuring a smooth post-purchase experience for customers.
- Salesforce Agentforce: An AI-powered solution that automates routine tasks such as answering customer inquiries, processing orders, and handling returns. By deploying Agentforce, businesses can enhance productivity, reduce response times, and let human agents focus on higher-value interactions—all while maintaining a personalized customer experience.
- Salesforce Sales Cloud: Empowers your sales teams with robust tools to manage the entire sales lifecycle—from lead generation to deal closure. By leveraging real-time insights and customer data, Sales Cloud helps drive revenue, improve customer engagement, and support a seamless integration between sales and other parts of your omnichannel strategy.
Benefits of omnichannel commerce in Salesforce
Adopting an omnichannel strategy with Salesforce comes with a host of benefits:
- Increased sales & revenue: According to recent Salesforce data, US online sales hit a record $282 billion during the holiday season—up 4% from the previous year—with global online sales reaching $1.2 trillion.
- Enhanced customer retention: Companies with robust omnichannel strategies see up to an 89% customer retention rate compared to those that don’t integrate channels.
- Personalized experiences: AI-driven tools, like Salesforce’s Agentforce, have contributed to $229 billion in AI-influenced global online sales.
- Streamlined operations: Seamless data integration across channels means fewer duplicated efforts and more efficient workflows.
- Actionable insights: Unified customer data allows for detailed customer journey mapping with Salesforce, enabling real-time personalization and improved decision-making.
Salesforce B2C and B2B omnichannel strategy
Salesforce supports both B2C and B2B omnichannel strategies. For B2C brands, the focus is on creating a fluid shopping experience that spans digital and physical touchpoints. For B2B organizations, Salesforce offers solutions that integrate complex sales cycles and multi-stakeholder interactions into a single, cohesive experience. This dual capability underscores how Salesforce enables omnichannel retail by delivering tailored functionalities for diverse business models.
How Salesforce enables omnichannel retail
Salesforce’s multi-cloud ecosystem provides the tools necessary to build an effective omnichannel retail strategy:
- Unified data: All customer interactions, from the first click to the final purchase, are captured and unified in real-time.
- AI-powered personalization: With tools like Agentforce and Einstein Product Recommendations, retailers can offer personalized product suggestions and targeted promotions.
- Integrated order management: Whether a customer orders online and picks up in-store or vice versa, Salesforce ensures that the entire process is seamless.
- Multi-channel support: From live chat and email to social media and in-store assistance, Salesforce delivers a consistent experience across every channel.
Customer experience in omnichannel commerce with Salesforce
The heart of any omnichannel strategy is the customer experience. Customer experience in omnichannel commerce with Salesforce means that no matter where or how a customer engages with your brand, they receive:
- Personalized interactions: Leveraging unified customer profiles to tailor experiences.
- Seamless transitions: Enabling customers to switch channels without re-explaining their needs.
- Frictionless service: Through AI-powered chatbots and real-time data, support is available quickly and efficiently.
Best practices for omnichannel selling with Salesforce
To maximize the impact of your omnichannel strategy, consider these best practices:
- Map the customer journey: Use Salesforce’s data and analytics tools to visualize every step of the customer journey and identify improvement opportunities. This is key for effective customer journey mapping with Salesforce.
- Invest in omnichannel integration: Ensure that all your channels are connected. Utilize Salesforce’s APIs and pre-built connectors to eliminate silos.
- Leverage AI and automation: Tools like Agentforce can automate repetitive tasks, enabling your team to focus on high-value interactions.
- Train your teams: Equip your sales, marketing, and support teams with the knowledge and tools they need to deliver a seamless experience.
- Monitor and optimize: Use real-time dashboards and feedback loops to continually refine your approach, ensuring that your Salesforce omnichannel solutions remain effective as customer expectations evolve.
Customer journey mapping with Salesforce
An effective omnichannel strategy starts with understanding your customers’ journey. By using Salesforce’s robust analytics and data integration capabilities, you can:
- Visualize customer interactions: See a complete picture of every touchpoint.
- Identify pain points: Pinpoint where customers drop off or experience friction.
- Personalize engagements: Tailor communications and offers based on real-time behavior and preferences.
- Drive loyalty and retention: Enhance customer satisfaction by ensuring a seamless, consistent experience.
Salesforce solutions used across the Customer Journey stages
1. Awareness: Attracting Potential Customers
- Salesforce Marketing Cloud: Helps businesses run automated and personalized marketing campaigns across email, SMS, social media, and paid ads.
- Salesforce Data Cloud: Uses AI-powered insights to analyze customer behavior and predict trends.
2. Consideration: Engaging & Educating Prospects
- Salesforce Service Cloud: Implements chatbots, self-service portals, and AI-driven support to answer customer queries instantly.
- Salesforce Commerce Cloud omnichannel: Showcases interactive product catalogs, personalized recommendations, and real-time stock availability.
3. Purchase: Enabling a Seamless Buying Experience
- Salesforce Order Management System (OMS): Ensures a unified, smooth checkout process across all channels.
- Salesforce Payments: Supports multiple payment options, making checkout frictionless.
4. Retention: Post-Purchase Engagement
- Salesforce Loyalty Management: Helps businesses create loyalty programs to keep customers engaged.
- Salesforce CDP (Customer Data Platform): Aggregates customer data to provide hyper-personalized experiences.
5. Advocacy: Turning Customers into Brand Promoters
- Salesforce Social Studio: Monitors customer feedback and engagement across various social platforms.
- AI-driven Insights: Identifies satisfied customers and converts them into brand ambassadors.
How Ranosys and Salesforce create seamless journeys and achieve omnichannel success
At Ranosys, we don’t just implement Salesforce omnichannel solutions—we help businesses master them. From customer experience in omnichannel commerce with Salesforce to AI-driven insights, we tailor solutions that drive real results.
Let’s take the example of Rutland Cycling, a leading UK-based bicycle retailer that transformed its customer experience with Salesforce and Ranosys.
Challenges Rutland Cycling Faced:
- Disconnected customer journey across online and offline stores.
- Limited personalization and inconsistent data across multiple touchpoints.
- Inability to scale and optimize operations efficiently.
Salesforce-Powered Omnichannel Transformation:
- Salesforce Commerce Cloud unified their digital storefronts, ensuring customers could browse, check stock, and make purchases across multiple channels.
- Salesforce Marketing Cloud personalized customer engagement through targeted promotions, email marketing, and automated recommendations.
- Salesforce Service Cloud provided a 360-degree customer view, allowing for improved customer support and real-time query resolution.
- Salesforce Order Management System (OMS) streamlined fulfillment, enabling online purchases with in-store pickup and seamless home deliveries.
Results:
- Significant improvement in customer engagement and retention.
- Enhanced omnichannel shopping experience, driving higher conversions.
- Efficient operations with real-time inventory visibility and seamless order processing.
The bottom line
Delivering an exceptional omnichannel commerce experience is not just about technology—it’s about putting the customer at the center of everything you do. With Salesforce omnichannel solutions, you can seamlessly integrate your digital and physical channels, create personalized interactions, and drive both revenue and customer loyalty. Whether you’re a B2C retailer or a B2B service provider, Salesforce offers the tools and insights needed to excel in today’s competitive market.
How Ranosys can help you achieve omnichannel success with Salesforce
Let’s face it—today’s customers want convenience, personalization, and consistency. Salesforce enables omnichannel retail by connecting every touchpoint, ensuring that customers receive consistent and personalized interactions.
With Salesforce unified commerce and Ranosys’ expertise, businesses can create a robust omnichannel platform that boosts engagement, increases conversions, and fosters long-term customer loyalty. If you’re looking to revolutionize your customer journey, now is the time to harness the power of omnichannel commerce in Salesforce—and Ranosys is here to help!
Ready to transform your customer experience? Embrace Salesforce’s multi-cloud ecosystem and discover the full benefits of omnichannel retail with Salesforce. Your customers—and your bottom line—will thank you.
