Writing

Thinking in public.

On commerce architecture, loyalty, Agentforce, and the Salesforce ecosystem. Articles marked with a platform indicator live on Medium or LinkedIn.

23 Apr 2026 4 min read

Sale Attribution in Omnichannel: The Nightmare of the Digital Team

BOPIS, BORIS, and ship-from-store sound great in strategy decks — but they create attribution nightmares that go far beyond reporting mechanics, touching credit, commission, and organisational trust.

OmnichannelStrategyCommerce Architecture

19 Apr 2026

Stop Treating WISMO Like a Cosmetic Problem

Why 'Where Is My Order' is a trust signal, not a support ticket — and how OMS, Marketing Cloud, and Agentforce work together to eliminate it at the source.

Commerce ArchitectureAgentforceStrategy

3 Aug 2025

Commerce Is Evolving. AI Is the Spark.

Why agentic AI represents the next shift in digital commerce — beyond recommendations, toward natural language product discovery, real-time support, and genuinely conversational shopping experiences.

AICommerce ArchitectureAgentforce

1 Jul 2025

Beyond Place Order: Where Real eCommerce Begins

How Salesforce Marketing Cloud, combined with B2C Commerce, turns single transactions into long-term relationships — using behavioural triggers, segmentation, and personalised journeys to drive repeat purchase.

Commerce ArchitectureMarketing CloudStrategy

17 Mar 2025

SFCC Beyond Basics: Maximizing Performance and Security with Embedded CDN

A comprehensive guide to configuring SFCC's Embedded CDN — hostname setup, SSL certificates, WAF rules, firewall policies, and image compression, all accessible from within Business Manager.

TechnicalSFCCSecurity

23 Feb 2025

Why Food-Tech Giants Like Zomato Should Consider Salesforce for Loyalty

How Salesforce Loyalty Management could strengthen Zomato's retention strategy — tier-based rewards, cross-brand incentives across Blinkit and Hyperpure, and advanced analytics to deepen customer relationships.

LoyaltySFCCStrategy

4 Feb 2025

Beyond Discounts: The Real Meaning of Customer Loyalty

Why genuine loyalty has nothing to do with discounts — and everything to do with personalisation, trust, transparency, and consistent service across every channel a customer touches.

LoyaltyStrategy

4 Feb 2025

Go Beyond Discounts with Salesforce: Your Guide to Real Customer Loyalty

How to build genuine customer loyalty using Salesforce tools — Einstein Recommendations, customer segmentation, and omnichannel data unification to replace discount dependency with lasting engagement.

LoyaltySFCCPersonalisation