Dive Brief:

• Yeti, the Austin, Texas-based brand behind much-hyped Yeti coolers, has worked with OSF Commerce and Salesforce to upgrade its digital shopping experience by integrating Salesforce Commerce Cloud with its existing e-commerce infrastructure, according to a Salesforce press release.

• With the new integration, Yeti.com can use shopper data on previous purchases, geographic regions and personal preferences such as favorite outdoor adventures to deliver personalized content, campaigns, offers and recommendations.

• Separately, French apparel and accessory brand SMCP has worked with Predictspring and Salesforce Commerce Cloud to launch a new in-store mobile app for use by store associates, according to a press release.

Dive Insight:

Outdoor and sports-related retailers had a rough ride in 2017, as players like Gander Mountain, Eastern Outfitters and Sports Authority succumbed to bankruptcy. However, the sector is still yielding rising product brands like Yeti, which has quickly expanded its retail availability over the past couple of years.

Yeti was early to optimize its online experience and checkout with mobile shoppers in mind, and the company has already been using Salesforce products to manage its B2C and B2B shopping experiences, such as Salesforce Sales Cloud, Service Cloud, Marketing Cloud and Community Cloud.

Like many retailers and brands that were early to embrace digital shopping, Yeti is now trying to take this kind of shopping experience to a more personalized level. In addition to granting Yeti a great deal more flexibility to personalize and customize shopping experiences, the tie-in with Salesforce Commerce Cloud also allows the brand's customers to design their own custom orders, mixing and matching drinkware and more.

Meanwhile, SMCP comes from the luxury retail space, a segment that had a pretty strong 2017 and has aggressively embraced new retail technology trends. The company, which has three major brands looking to up their omnichannel games, leveraged Salesforce Commerce Cloud capabilities in an in-store context. The company actually worked with PredictSpring and Salesforce on a mobile store associate app to align online and offline retail information and access at 60 of the company's Maje contemporary fashion retail locations across France, the U.S. and the U.K. The app allows store associates to show their customers an "endless aisle" view of store inventory, process customer payments via mobile POS and more.

Yeti and SMCP are different kinds of companies with different missions in mind for their respective projects, but their latest efforts both display how retail brands are looking to address the need for a new kind of customer shopping experience.