BayBridgeDigital
Giving Retailers a Salesforce-Empowered Boost

A major shift has ensued in the retail industry with the online business creating a new paradigm shift. To help retailers stay relevant in an increasingly fragmented customer journey, the need for a 360-degree customer view in an all-in-one platform is more important than ever. As the leading CRM platform, Salesforce helps sales associates, partners, and employees connect with the required crucial information for providing the right product and service to their customers. Acknowledging the lack of vertical solutions on Salesforce for the retail and consumer packaged goods industry, New-York based BayBridgeDigital brings forth Bayretail^™, a Salesforce-based solution that connects and provides an end-toend customer journey from the web to the store and the store to the web.

In this interview, Alain Attias, cofounder and CEO of BayBridgeDigital, shares some insights about the organization’s digital solutions and services, their unique value proposition, and strategic plans for the future.

What factors led to the inception of BayBridgeDigital? How has the journey been so far?

I joined Salesforce through their acquisition of my company Kerensen, a cloud computing pure player. After being in charge of Customer Success & Growth at Salesforce in Europe, it became clear to me that organizations are looking for a new type of digital transformation guidance and support, from strategy definition all the way to execution with a strong industry focus— which led to the genesis of BayBridgeDigital.

Today, companies want to achieve faster business agility and time to value from the cloud across digital and traditional channels. Salesforce is the only viable platform to enable these transformations. We are incredible fans of the platform.

So, our mission is simple: BayBridgeDigital delivers industryspecific cloud and mobile software that embed digital, omnichannel processes for customer-centric industries. We are a fast-growing AppExchange company because we build our apps to be native to Salesforce.

We are a new kind of player that can advise customers from the beginning of their digital transformation to provide a vision, help them identify priorities, innovate, and lead innovation to transformation and success. While we offer an array of digital products and digital transformation services, our core area of specialization is Salesforce. For the whole of last year, we have been working to design and develop our endto-end vertical solution for retailers, gaining several early adopters after its showcase. Preconfigured with best practices processes and predefined use cases tailored for the retail industry, our solution Bayretail^™ connects a business with their online activities in addition to their store activities.

The artificial intelligence embedded solution comes with an in-store management module to increase the customer interaction that will, in turn, improve in-store conversion rate.

With Bayretail^™, we embed industry-specific functionality, best practices and AI powered business processes for the Retail & CPG industries.

In terms of your onboarding process, how do you identify retailers’ requirements and suggest the right solutions to enable them to go up and running?

Our “secret sauce” is Bayretail^™ our game-changing product built on #1 CRM platform, our methodology, and our trusted advisors who understand the challenges of our customers. With a design-thinking approach and Agile methodology, we reinvent the customer journey for and with our clients. Our approach is simple—we interact with our customers in a ‘Spark’ workshop to foster innovation and transformation, enlighten and envision that change. At BayBridgeDigital, we connect a brand, technology, and people—a perfect illustration of our methodology. Once we conduct the Spark workshop, we move to the next level with our customers where they apprise us on how to design their growth trajectories. We work with an iterative approach, where we move to the next step if our customers are satisfied; otherwise, we adapt in a very short space of time to meet their requirements. The benefit of doing this is that we improve the time to value while reducing the project implementation time, all in all reducing the effort in their investment by 30-40 percent. We are able to get better results because we focus on industry best practices.

Buying an app that is professionally built and specifically tailored for your industry is much more efficient, faster to deploy and faster to deliver value than custom code built on Salesforce.

Could you please talk about a case scenario wherein you helped a company with the implementation of your solution?

We have one of the leading worldwide retail brands as our client that had fantastic growth and wanted to move to the next level. In an attempt to reinvent their customer journey, they were scouting the numerous solutions in the market when at the end, they landed on Bayretail^™. The reasons were obvious—based on a 360-degree customer view with embedded AI, Product catalog and Analytics, Bayretail^™ already covered most of their requirements and would also bring significant enhancement and progress to their business—all of it with a “plug and play” solution and a single customer reference platform. We further connect our client with Salesforce Marketing Cloud and Salesforce Commerce Cloud as we build the omnichannel end-to-end journey both online and in-store while also providing a new data model for all their customer data. With this success story, we expect to double our client’s online business as well as increase customer loyalty. Our prospect in this scenario is—once you have an interaction with a customer, you convert this shopper into a customer for life.

How do you plan to move ahead as a company in terms of your roadmap? Do you have any new rollouts or plans for expansion in mind?

In the near future, we want to focus on bringing new features and innovations to our customers, which will be instrumental in helping us become the best and the first Retail vertical industry solution on Salesforce. We are bolstering our recruitment efforts in terms of sales, engineers and customer success to better serve our clients. We have headquarters in the U.S., and a technology and research and development center in Israel, with expansions underway in Southern Europe and the Middle East.

We invest a lot in our team in terms of career, education, and skills because our people are our best asset and we care about them.

We will continue to enhance our features in order to empower our clients’ digital transformation and omnichannel excellence with a single and integrated platform.