Salesforce and ARA to drive innovation in Australia’s retail sector

Tuesday 23 March 2021

Salesforce, the global leader in Customer Relationship Management (CRM), has joined the Australian Retailers Association’s (ARA’s) growing network of strategic partners to share knowledge, insights and to drive innovation in the Australian retail sector.

ARA CEO Paul Zahra said the two organisations are aligned in their values around diversity and inclusion and the partnership will focus on unlocking digital trends and innovation to grow the retail industry.

“We’ve seen an acceleration of retail trends through the COVID-19 pandemic, with significant moves towards online trading, click and collect and contactless shopping. We need to ensure Australian retailers are at the forefront of the changes that have and will continue to occur, so they are well placed to thrive in the years and decades to come,” Mr Zahra said.

“Salesforce has a strong track record of working with Australian retailers and we’re delighted to be entering a strategic partnership. Together, we will unpack new trends in technology and how that is driving changes in consumer behaviour. We will share that knowledge so retailers are well equipped to meet the challenges and opportunities of the post-Covid world,” he said.

Salesforce supports retailers to build a loyal customer base with seamless shopping experiences from awareness and acquisition through service and advocacy. Salesforce’s AI-powered Commerce Platform enables retailers to increase conversion and drive growth.

The recently launched Loyalty Management product allows customers to build personalised, smart and seamless experiences for B2B and B2C loyalty programs.

Every day, Salesforce powers two billion messages, two million orders processed, and 60+ digital sites are launched.

“Over the last year, we've learnt that a digital-first mindset for any business is important - but for retail businesses, it's an imperative,” said Pip Marlow, EVP & CEO, Salesforce ANZ / ASEAN. “That's why Salesforce is proud to be joining the ARA to be a trusted advisor for Australian retailers, and bring them closer to their customers through engaging, connected, and personalised digital experiences.”

David White, National Retail, Wholesale & Distribution Sector Lead and Partner at Deloitte said the partnership is important from multiple angles.

“The impact of COVID had an initial huge impact on the retail sector and how retailers were operating. Through lockdowns and restricted trading conditions Australian retailers responded well, demonstrating resilience and the ability to rapidly adopt digital and technology solutions to meet their consumers where they were.

“With continued disruption and challenges to the retail sector, alliances like this with the ARA and Salesforce will continue to be as critical as ever to retailers and their consumers, as we navigate our new normal.”

Salesforce is the latest addition to the ARA’s growing network of strategic partners, which includes Mastercard, AfterPay, American Express, QUT, Hitch Advisory, Deloitte and Fabric/TBWA.

About Salesforce Salesforce, the global CRM leader, empowers companies of every size and industry to digitally transform and create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

ENDS…for more details: Dominic Cuschieri 0418 224 072 (e)

About us: founded in 1903, the Australian Retailers Association is Australia’s largest retail association, representing a $340bn sector employing more than 1.2m people. As Australia’s premier retail body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members. To learn more, visit or call 1300 368 041.

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