New Delhi, Oct 15(APAC Media): Asian Footwear has partnered with Salesforce to bring customer data from its online and offline sales channels onto a single platform, as the footwear brand looks to improve customer engagement and expand its use of artificial intelligence (AI).
The company operates more than 100 exclusive brand outlets and works with over 30,000 retail partners across India. Its business also includes manufacturing, e-commerce and marketplace sales, creating a need to connect customer information across multiple channels.
Through Salesforce Data 360, Asian Footwear is consolidating customer records from its stores, website, marketplaces and other sales channels. The platform will give its teams a unified view of customer interactions and help them deliver more targeted marketing campaigns.
The company is also using Salesforce Marketing Cloud to reconnect with previous buyers and target customers who abandon online shopping carts. Salesforce Service Cloud brings customer queries from chat, email, social media and telephone channels into a single view. A chatbot on Asian Footwear’s website handles customer queries, according to the company.
Asian Footwear Chief Technology Officer Ashish Prakash said the company is also developing its internal AI and data capabilities to support decision-making and automate repetitive tasks.
The company is exploring Salesforce Agentforce and Rich Communications Services (RCS) for further automation. It is also using Slack to connect its technology, design and operations teams, with plans to expand its use across the organisation.
The partnership reflects Asian Footwear’s broader technology strategy, which covers customer engagement, product intelligence, demand forecasting, inventory and operations. The company aims to use connected data systems to improve business decisions and customer service as its retail and digital operations grow.
