Asian Footwear is working with Salesforce to unify customer data across physical and digital channels, strengthen personalised engagement and build the foundation for wider adoption of artificial intelligence (AI) across its operations.
The collaboration aims to support the footwear brand’s transition towards an increasingly AI-driven and agentic enterprise, as its growing retail and digital presence adds complexity to customer interactions.
Asian Footwear operates more than 100 exclusive brand outlets and works with over 30,000 retail partners nationwide. Its business spans manufacturing, retail, e-commerce and marketplaces, generating customer data across multiple touchpoints.
Using Salesforce Data 360, the company is bringing together millions of customer records from its brand outlets, website, marketplaces and offline sales into unified customer profiles. This is intended to give teams a real-time, 360-degree view of customer interactions and help them deliver more relevant engagement across channels.
Connecting customer data across channels
The unified data foundation is already supporting changes in Asian Footwear’s marketing and customer service operations. With Salesforce Marketing Cloud, the company is using customer context to re-engage previous shoppers and recover abandoned carts, moving towards more targeted outreach instead of broad-based messaging.
Salesforce Service Cloud is being used to consolidate customer interactions across chat, email, social media and telephony. This gives service teams access to customer history across channels, helping them respond with greater context.
A Salesforce-powered chatbot on the company’s website also handles a significant share of customer queries, according to the announcement, allowing service teams to focus on more complex requests.
Beyond customer-facing functions, Asian Footwear is using Slack to connect its technology, design and operations teams, with plans to extend its use across the organisation.
The company is also exploring Salesforce Agentforce and Rich Communications Services (RCS) to introduce greater intelligence and automation into customer and employee workflows.
Building towards an agentic enterprise
Ashish Prakash, CTO, Asian Footwear, said the company views technology as central to its business growth, given the scale and complexity of its manufacturing, distribution, retail and digital commerce operations.
“Our focus is on connecting that data and turning it into intelligence that can be acted upon in real time,” Prakash said.
He added that integrating customer data, marketing and service on a connected platform would provide a stronger foundation for personalised engagement and AI-led experiences. Asian Footwear is also developing its own AI and data capabilities across the organisation.
“Our long-term vision is to create an intelligent, increasingly agentic organisation where AI can help our teams make better decisions, automate repetitive work and serve customers more effectively,” he said.
The company’s digital transformation extends beyond customer engagement, with investments in data, AI and digital platforms across products, inventory, manufacturing, distribution, retail and e-commerce. Connecting these systems is expected to support broader applications of AI and automation, enabling teams to make faster, better-informed decisions.
Data and AI reshape retail engagement
Aditi Sharma, vice-president, Consumer and Manufacturing Industry Segment, Salesforce India, said retailers would increasingly need to translate customer interactions across stores, digital channels and service operations into actionable insights.
“The competitive advantage lies in turning that context into action,” Sharma said, adding that connecting data across the customer journey can help retailers anticipate customer needs, reduce friction and strengthen customer relationships.
The collaboration highlights the growing role of unified customer data in retail technology strategies, particularly as businesses explore AI applications across customer engagement and internal operations. For Asian Footwear, the next phase will involve building on its connected data foundation and extending AI-driven capabilities across its business.