Driving Shopper Engagement
Through Emerging Formats and Salesforce Integration
“Shoppertainment” Takes Center Stage
Retail media continues to evolve, with shoppable videos, livestreaming commerce, and interactive AR experiences leading the charge. Often referred to as “shoppertainment,” these emerging formats merge entertainment and retail in ways that capture both consumer engagement and advertiser interest. At NRF 2025, expect to see cutting-edge demonstrations of these channels, underscoring how they can be seamlessly integrated into a larger retail media strategy.
Yet deploying these innovative formats effectively isn’t as simple as flipping a switch. You need robust data management, AI-driven personalization, and careful alignment with existing ad inventories—areas where Salesforce Data Cloud and Agentforce can bring enormous value. Let’s explore how these technologies can help you capitalize on the next wave of retail media innovation.
The Rise of Shoppable Content and Livestreaming
Shoppable videos let viewers click on products displayed onscreen, instantly adding them to a cart or wishlist. Livestreaming commerce, popularized in Asia, features real-time product demos where viewers can interact via chat and buy on the spot. Both formats excel at building excitement and trust, helping brands forge deeper relationships with consumers.
From a retail media standpoint, these experiences generate rich audience data—views, clicks, chat interactions, etc.—all of which can be fed into Salesforce Data Cloud for deeper analysis. By tying this data back to a CRM profile, you can retarget viewers with follow-up offers or measure the incremental sales driven by a specific livestream event.
Looking to measure the true lift of these emerging formats? See our “Next-Generation Measurement and Attribution in Retail Media” post for tips on incrementality measurement.
Agentforce: Pushing Innovation Further
With Agentforce, you can automate much of the creative optimization and audience selection for these new channels. For instance:
- AI-Enhanced Live Chat: Agentforce could recommend auto-responses or product suggestions for chat moderators during a livestream, freeing human hosts to focus on demos.
- Dynamic Scene Personalization: In a shoppable video, Agentforce might switch out recommended items based on a viewer’s purchase history or browsing patterns.
- Predictive Influencer Matching: If you partner with influencers for a livestream, Agentforce can analyze which influencer aligns best with your high-value shopper segments, maximizing the impact of your collaboration.
The Omnichannel Edge: Extending Beyond Digital
A key opportunity is blending these innovative formats with in-store experiences—something more retailers are experimenting with. Imagine running a livestream on a large in-store display, allowing shoppers physically present to see product demos and scan QR codes to buy instantly. Or consider placing interactive kiosks in-store that host “mini-livestream” loops or AR experiences, bridging the gap between digital content and real-world foot traffic.
Salesforce Data Cloud orchestrates this by unifying data from digital and physical channels, letting you see how an in-store kiosk influences online behavior or vice versa. This holistic view ensures you’re not just rolling out flashy new tools in isolation; you’re creating an integrated tapestry of shoppable moments.
Trends Worth Watching in 2025
- AI-Generated Creative: Expect more generative AI applications that create product imagery or short video snippets on the fly, tailored to each user segment.
- Advanced Forecasting: Agentforce could predict the success of certain “shoppertainment” events, guiding inventory allocation and staffing.
- Cross-Retailer Partnerships: Brands might host joint livestreams across multiple retailer sites, necessitating sophisticated data-sharing protocols—an area where data clean rooms and Salesforce integrations can help.
- Incrementality Focus: Advertisers want to see direct evidence that shoppable content drives net-new revenue, pushing retailers to adopt rigorous measurement frameworks.
Getting Started: Practical Adoption Tips
- Pilot a Single Format: Rather than simultaneously launching shoppable videos, livestreaming, and AR, pick the one that aligns best with your audience and brand identity.
- Leverage Existing Data: Use Salesforce Data Cloud to identify your highest-intent segments and target them with new formats first.
- Train Your Teams: Ensure content creators, store associates, and ad ops specialists understand how these formats work and how to measure success.
- Iterate and Scale: Track incrementality, creative performance, and audience feedback. Use these insights to refine your approach before expanding to more channels.
Again, V2 can assist, from configuring Data Cloud integrations to orchestrating shoppable media pilots. Our team’s mission is to make sure innovative retail media formats deliver real business outcomes rather than just hype.
Take Advantage of Our Agentforce Assessment Workshop
Ready to explore Agentforce’s potential for your business? V2 offers a half-day Agentforce Assessment Workshop using our D(3)P framework. This free workshop is designed to help you identify opportunities for AI-driven automation and create a roadmap for success. It includes:
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- A tailored evaluation of your current processes and opportunities for automation.
- Insights into how Agentforce and Data Cloud can be integrated to drive measurable outcomes.
- A collaborative session to develop use cases, identify quick wins, and build a strategy for implementation.
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Contact us today to take the first step in your Agentforce journey and discover how we can help you drive efficiency, productivity, and transformation across your organization.
Building Trust Starts With A Conversation.
Let’s Brainstorm at NRF 2025
Retail media innovation is about pushing boundaries—combining engaging content with buying opportunities to create seamless shopping journeys. With Salesforce Data Cloud and Agentforce, you can harness data and AI to maximize the impact of these new formats, whether it’s a shoppable video ad, a mobile livestream, or an in-store AR experience.
Want to explore how these cutting-edge channels can fit into your broader retail media strategy? Book a meeting with us at the NRF 2025 Show or get in touch before the conference for a tailored consultation. Let’s build a roadmap that merges entertainment and commerce in ways that win over shoppers and brand partners alike.
