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How to maximise your Salesforce Commerce Cloud investment
Learn how to maximise Salesforce Commerce Cloud by connecting data, improving personalisation, and getting more value from built-in platform capabilities.
Learn how to maximise Salesforce Commerce Cloud by connecting data, improving personalisation, and getting more value from built-in platform capabilities.
We often see businesses investing heavily in Salesforce Commerce Cloud but not getting the full value from it.
The platform has the capabilities, but the difference comes down to configuration.
With the right setup, businesses can unlock greater performance and stronger returns on their investment.
When we audit SFCC implementations, the pattern is consistent. Customer behaviour, purchase history, and engagement insights often are not fully connected into a unified customer view.
Data is frequently separated across different tools. Web activity sits in one place, email engagement in another, and order history is underused in Commerce Cloud.
This fragmentation reduces the effectiveness of personalisation and makes it harder to deliver timely, relevant recommendations.
Customers are often served the same generic content regardless of their behaviour or preferences, which limits engagement and sales opportunities.
A well-configured SFCC setup consolidates customer behaviour, order history, and marketing engagement into one integrated view. This enables data-driven personalisation, unified attribution, and better decision-making across channels.
Many teams assume they need additional third-party personalisation tools to improve online conversions.
In many cases, Salesforce Commerce Cloud already includes the necessary functionality, but it is not always configured to make effective use of customer segmentation and behavioural insights.
Connecting transactional data with browsing behaviour and marketing engagement allows SFCC to activate built-in capabilities such as relevant product recommendations and targeted promotions.
Many businesses discover that smarter use of existing tools is enough to enhance performance without introducing unnecessary complexity.
Some businesses hear “reconnecting behavioural and transactional data” and assume it requires a complex, months-long project. That is rarely the case.
We focus on realising the value of data Salesforce Commerce Cloud already collects. Linking browsing patterns with purchase history and campaign engagement enables the platform to deliver context-driven experiences.
This involves aligning integrations, refining data feeds, and setting up rules that allow SFCC to act on insights in real time.
We are not rebuilding from scratch. We are optimising the existing setup.
This approach enables businesses to improve personalisation and platform performance more quickly than they might expect.
Here is a common example.
Many businesses leave product recommendations set to “bestsellers” or “most viewed”. While straightforward to configure, this approach often results in generic outputs.
Adjusting these rules to consider recent browsing behaviour and purchase history allows Salesforce Commerce Cloud to deliver more relevant recommendations aligned with customer intent.
Even small configuration changes like this can improve engagement and support stronger conversion potential without additional tools or major replatforming.
Surface-level engagement metrics provide limited insight.
To understand real business impact, focus on three measures:
These measures provide a clearer picture of overall performance and customer value.
Attribution analysis helps to understand how personalisation influences sales across multiple channels. A common finding is that the first touchpoint rarely drives the final purchase.
For example, a product recommendation in an email may not trigger an immediate click but could influence a later purchase via paid search or direct traffic.
Without attribution modelling, these early-stage interactions remain invisible, which makes it harder to identify what drives long-term growth.
The aim is to start simple. Integrate key data sources into Salesforce Commerce Cloud and apply a multi-touch attribution model to distribute credit across relevant interactions.
This approach highlights insights that single-touch or last-click models often miss.
Once a foundational model is in place, refine attribution further, such as weighting early personalised interactions differently from later ones.
The objective is not to build a perfect model on day one.
Create a practical framework that provides better visibility of the customer journey and supports more informed decisions.
AI adoption across business functions continues to rise, with marketing and sales among the most common areas of use.
Salesforce Commerce Cloud already includes advanced capabilities for personalisation and AI-driven recommendations, but many businesses have not configured them effectively.
The platform has the tools.
The data exists.
The opportunity is there.
With the right configuration and integration, businesses can unlock meaningful improvements in performance and achieve a stronger return on their Salesforce Commerce Cloud investment.
Businesses across industries often underestimate how much value they can generate from features already built into Salesforce Commerce Cloud.
Here are the key points to remember:
Optimising existing features and integrating data effectively helps businesses realise the true potential of Salesforce Commerce Cloud and deliver improved customer experiences at scale.
Many businesses focus only on basic setup and do not configure the platform to use behavioural, transactional, and engagement data together. This limits the potential of personalisation and analytics.
Timelines vary. Teams often see faster progress when they optimise existing features instead of adding new tools, because the data is already available inside Salesforce Commerce Cloud.
Not necessarily. Much of the capability already exists within the platform. Success often comes from better data integration and configuration rather than adding new tools.
Conversion rate uplift, average order value, and repeat purchases are key indicators of personalisation effectiveness. Multi-touch attribution also helps reveal how campaigns influence sales across channels.
AI can enhance targeting and recommendations. The foundation is already in place with Salesforce’s built-in tools. Activating these capabilities often unlocks value without additional software.
At Sherwen Studios, we are a Salesforce Partner helping businesses make the most of Salesforce Commerce Cloud. If you would like to learn more about how we can help you unlock your platform’s potential, visit our Salesforce Commerce Cloud solutions page.
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