Salesforce Launches NFT Management Platform for Brands to Build Web3-Based Loyalty Programs
San Francisco-based cloud software company Salesforce Inc. has launched Salesforce Web3, a new NFT management platform that will allow businesses to create Web3 loyalty programs using blockchain technology. With the recent move, Salesforce is aiming to become a major onboarding ramp for Web2 companies that want a smooth entrance into Web3.
The launch of the platform comes after a successful pilot program with Salesforce clients such as Crown Royal, Scotch & Soda, and Mattel, who have already minted thousands of NFTs.
The platform also includes tools for user privacy and consent, allowing wallet owners to choose how much information they want to share. According to Adam Caplan, GM of Web3 at Salesforce, "the crypto wallet becomes really powerful so I can directly engage with a customer and have access to that first-party data".
Caplan also noted that many brands are using NFTs for engagement purposes rather than revenue generation. For example, Mattel sold out its Hot Wheels NFT Garage Series in just 12 hours, but many brands are using NFTs to drive personalization, community, and excitement around their brand.
“A couple years ago, brands thought of [NFTs] as a revenue generator, and that is true to some extent still—Mattel sold out in 12 hours, it was a huge success,” said Caplan. “But a lot of brands are seeing this as engagement as well, maybe there isn’t revenue and we should just giveaway these NFTs to drive personalization, community, excitement of our brand and target a younger audience.”
Salesforce Web3 is "blockchain agnostic" but only supports proof-of-stake chains. Most Salesforce customers use Ethereum or Polygon, and the platform is designed to minimize friction and avoid industry jargon. The company sees brands in retail and consumer goods, media, and fashion as the top targets for its new NFT management software.
Salesforce has also developed its own Web3 Advisory board and Ethical Use Advisory Council alongside its consulting partners such as Accenture and Deloitte Digital, AE Studio, Media Monks, TIME, and Vayner3. The company takes employee feedback seriously, and more than 400 Salesforce employees signed a petition last year in protest of the company's attempts to launch NFT initiatives. Caplan said, "It really impacted our roadmap and our approach".