Salesforce, a customer relationship management software firm announced the limited release of Salesforce Web3 on March 15. The company said it will be a platform that helps companies create, manage, and deploy non-fungible tokens (NFTs) in a trusted, scalable, and sustainable way. The service will allow brands connect with their customers in a whole new way by integrating their Customer 360 with Web3 data, in order to help brands gain a comprehensive understanding of how customers interact with their brand across traditional and emerging digital environments.

According to Salesforce, its Web3 platform offers a range of features that enables brands to “create personalized, omnichannel experiences across Web2 and Web3, providing a 360-degree view of how customers interact with their NFT collections.”

The company also partnered with global consulting partners like Accenture and Deloitte Digital, as well as digital agencies and strategy consultants like AE Studio, Media Monks, TIME, and Vayner3, to help businesses implement Web3 and experiment with blockchain, digital wallets, and NFT minting.

Devin Nagy, Director of Technology and Emerging Platforms at Diageo North America, said that Salesforce helped the company reimagine and digitally scale Crown Royal’s Purple Bag Project by giving them a trusted partner to support their front-end commerce site and back-end data connector to support the #ThatDeservesACrown campaign. She added: 

“For every digital collectible claimed, we sent a care package to active duty U.S. military members around the world.”

Claire Boots, Global CRM Manager at Scotch & Soda, said that the company chose Salesforce Web3 as a trusted partner to securely deploy their Club Soda 3.0 NFT pilot program, which took less than two weeks and gave them real-time insight into the 30% net news. 

Related: Web3 could seize on the decades-old software-as-a-service business model

Over the last couple of years, Salesforce has been working to integrate its services with Blockchain technology. In 2018, Cointelegraph reported that the company had announced plans to offer a Blockchain and cryptocurrency solution for its customers by Sep. 2018.

In 2019, Italian luxury sports car brand Lamborghini used Salesforce’s Blockchain to authenticate heritage Lamborghini cars. Using Salesforce’s Blockchain, Lamborghini was able to trace, certify and authenticate heritage cars faster and more securely.

Additionally, over the years, Salesforce has played an active role in the blockchain fundraising space, contributing millions to TRM Labs and blockchain startup Digital Asset.