People expect more from online shopping. They don’t want the same thing as everyone else. They want websites and emails to feel like they were made for them. Salesforce offers a powerful combination of two leading solutions that help with that:
- Commerce Cloud – your online store
- Marketing Cloud Personalisation – a tool that watches what people do and updates what they see in real time
The two solutions, Marketing Cloud and Commerce Cloud, work together for real-time personalisation. When someone visits your site, what they see can change based on their previous actions. You can show them better product suggestions, relevant offers, and messages matching their interests. And it works across more than just the website. You can use that behavior to personalise emails, mobile apps, and more.
Here’s how it works — and why it matters.
Salesforce Marketing Cloud Personalisation (formerly Interaction Studio) is a real-time personalisation engine that tracks customer behaviour and instantly tailors content, offers, and product recommendations across channels. The solution helps you change what people see based on their actions. It runs in the background, tracking clicks, views, and purchases. Then, it updates the content instantly.
Key capabilities:
- Behavioral tracking to understand what users do on your website, emails, mobile apps, etc.
- In-the-moment personalisation to show the right product, message, or offer based on real-time activity.
- Unified customer profile by combining behavior, preferences, and transaction history into a rich customer profile.
- AI-powered decision-making supported by affinity modeling and machine learning
You don’t have to guess what’s relevant. Marketing Cloud Personalisation figures it out for you.
Salesforce Commerce Cloud is an enterprise-grade eCommerce platform that powers branded online storefronts. It supports both B2C and B2B commerce with capabilities like:
- Product catalogs, inventory, and pricing
- Cart and checkout flows
- Promotions and discount logic
- Omnichannel commerce (web, mobile, in-store)
- A robust API layer and headless commerce options
It’s stable, flexible, and works with other Salesforce tools.
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- Marketing Cloud Personalisation listens to user behavior on your Commerce Cloud storefront, such as clicks, views, searches, cart additions, and checkouts.
- This data is captured in milliseconds and added to each visitor’s behavioral profile.
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- Product pages, category listings, banners, popups – all can be personalised.
- Example: a visitor who recently browsed running shoes sees custom promos and recommended gear tailored to that interest.
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Marketing Cloud Personalisation uses machine learning to suggest best-fit products based on:
- Browsing and purchase history
- Similar customer behaviors
- Real-time session intent
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The same behavioral data can personalise email content through Marketing Cloud Engagement.
- Example: someone adds an item to the cart but doesn’t check out. Marketing Cloud Engagement can trigger a personalised cart abandonment email or show a targeted promotion on their next visit.
When you connect Marketing Cloud Personalisation to Commerce Cloud, your store becomes smarter.
- Marketing Cloud Personalisation tracks everything. It watches what users do on your site, what they click, what they buy, and what they leave in their cart.
- It updates what they see. If someone looks at running shoes, the site shows them more gear for runners. If they leave a product in the cart, you can show them a reminder when they return.
- It learns and adapts. The more a customer interacts, the better Marketing Cloud Personalisation gets at showing the right things.
- It connects across channels. Personalisation can appear in emails, mobile apps, or the website based on the same profile.
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Real-time 1:1 experiences
Adapt the site instantly based on the shopper’s actions, without delays or manual rules.
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Cross-channel continuity
Deliver consistent experiences across email, web, mobile, and ads using the same profile.
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Increased conversions
Show the right products, messages, and incentives at the right time, driving more sales.
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Higher average order value (AOV)
Intelligent recommendations and bundles drive up-sell /cross-sell performance.
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Improved retention & loyalty
Customers feel recognised and valued, increasing their connection with your brand.
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Scalable personalisation
No need to hand-code personalisation — use AI to automate and scale it.
Marketing Cloud Personalisation and Commerce Cloud combine real-time intelligence, machine learning, and enterprise commerce, helping brands deliver shopping experiences that feel like magic.
cosowski@craftware.com
