Salesforce has announced an integration between Salesforce Commerce Cloud and Google Merchant Center to assist merchants highlight the supply of products in stores. The move builds on Salesforce data that means each the widespread use of online search upfront of brick and mortar store visits, and an increased likelihood of shopping trips when consumers can see that a store has an item in stock.
Using this recent integration, merchants using Commerce Cloud will have the opportunity to show local inventory data into local product listings on Google Search and Google Maps and within the Shopping tab.
Why we care. The distinction between digital and real-world commerce continues to collapse. Those online shopping behaviors that exploded in the course of the pandemic will probably be with us for the foreseeable future, nevertheless it doesn’t mean store visits are a thing of the past.
Rather, consumers are on the lookout for seamless connections between a web-based product discovery experience and in-person purchases. This integration seeks to support that aim at a granular local level.
The Salesforce data that supports the move might be found here.
Embedding commerce in discovery. The integration also braids together online discovery and the commerce experience. Just as many merchants now seek to offer a frictionless transition from finding a product online to creating a digital purchase, this sees the chance to link discovery with in-person shopping.
This move pairs with the recent announcement of Salesforce’s Einstein GPT for Commerce that mixes proprietary and generative AI models with real-time data akin to customer demographic data and shopping history, to automate and tailor shopper recommendations in Commerce Cloud.
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