Euronics Italia
genAI conversational shopping agent
In August 2025, Euronics Italia (the country's third-largest consumer electronics retailer, 463 stores) deployed Ronics, a conversational shopping agent on Salesforce Agentforce covering a catalog of 26,000 references: on agent-assisted sessions the conversion rate rises by 53%, with +13% online sales and +2% overall conversion in 2025.
Key points
- Euronics Italia (463 stores, Italy's third-largest consumer electronics retailer) launched Ronics in late August 2025, a shopping agent on Salesforce Agentforce.
- Ronics guides the customer in natural language across a catalog of 26,000 references and adds the recommended products to the cart.
- On sessions assisted by Ronics, the conversion rate rises by 53%; +13% online sales and +2% overall conversion in 2025.
- Level B evidence: a quantified Salesforce customer story (vendor), corroborated by Il Sole 24 Ore; more than 8,000 conversations handled.
Objective
Bring the in-store salesperson's guidance online to turn every digital interaction into a sales opportunity, and lift the conversion rate on a catalog of 26,000 references where the customer gets lost alone.
The deployment
Ronics is a conversational shopping assistant available on the euronics.it site and the Euronics Italia app. The customer starts a chat and describes what they are looking for in natural language: the agent asks questions, compares options, explains the differences between models, and adds the recommended products to the cart. It draws on the catalog of 26,000 references stored in Salesforce Data 360, and also covers order tracking, since locating orders is the most frequent contact reason in e-commerce. The goal is to reproduce online the exchange with a salesperson who knows the aisle. The agent is built on Salesforce's Agentforce 360 platform, which links e-commerce, marketing, service, and product data in a unified context. Launched in late August 2025 (after an announcement around June 2025), it was set up with the integrator Retail Reply in about fifteen weeks, of which seven were framing and eight were testing and deployment. Since launch, Ronics has run more than 8,000 purchase-oriented conversations.
Results Proof B
Figures (+53% conversion on Ronics sessions, 7% product CTR, +13% online sales, +2% overall conversion) come from the Salesforce customer story, a vendor and therefore interested source: capped at B. Corroborated by Il Sole 24 Ore (Agentforce deployment, the retailer's scale) and the Italian trade press (26,000 references, executive quoted). No detailed financial results, hence B and not A.
How it works
Documented architectureThe stack in detail
- plateforme Salesforce Agentforce 360 AI agent platform linking e-commerce, marketing, and service; runs the Ronics agent.
- plateforme Salesforce Data 360 Unified data layer where the catalog of 26,000 references queried by the agent is stored.
- integrateur Retail Reply Partner integrator that built and deployed Ronics in about fifteen weeks.
How it runs, concretely
For ops teams-
1Open the conversation customer
The customer starts a chat with Ronics from the site or the app and states their request in natural language.
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2Understand and frame the need AI
The agent asks questions, compares options, and explains the differences between models, like a salesperson on the floor.
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3Recommend and fill the cart AI
Ronics queries the catalog of 26,000 references in Data 360, suggests suitable products, and adds them to the cart.
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4Handle service and follow-up AI
The agent also handles order-tracking requests, the most frequent contact reason, thanks to the service/commerce link in Agentforce 360.
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5Supervise and iterate digital team / agency
The digital team and the integrator monitor the quality of the responses and recommendations and adjust the agent as usage evolves.
The conversation context cross-referenced with the catalog of 26,000 references and availability data in Data 360. If the catalog feed or the stock data degrades, the agent recommends wrong or out-of-stock products and loses the trust that gives it its value.
How your customers perceive this type of use
Sourced studiesLes consommateurs n'acceptent pas les chatbots par defaut : 64% prefereraient que les entreprises n'utilisent pas d'IA dans leur service client (Gartner, 2024) et pres d'un utilisateur sur cinq du service client par IA n'en retire aucun benefice (Qualtrics, 2025). L'acceptation se construit sur trois conditions mesurees par Salesforce : savoir qu'on parle a une IA, pouvoir escalader vers un humain, comprendre la logique de l'agent.
Acceptance conditions
- Etre informe qu'on parle a une IA et non a un humain (pres de 75% le demandent, Salesforce 2024)
- Un chemin d'escalade clair vers un agent humain (45% plus enclins a utiliser l'agent IA, Salesforce 2024)
- Une logique de l'agent clairement expliquee (44% plus enclins, Salesforce 2024)
Red lines
- Rendre l'humain injoignable : c'est la premiere inquietude des consommateurs sur l'IA dans le service client (Gartner 2024) et 50% craignent que l'IA les coupe du contact humain (Qualtrics 2025)
- Remplacer le service client par l'IA sans alternative : 53% envisageraient de partir chez un concurrent (Gartner 2024)
Sources: Salesforce 2024 · Gartner 2024 · Qualtrics 2025
How to replicate
Inference, not sourcedData prerequisites
- A structured, up-to-date product catalog queryable in real time (attributes, visuals, availability, price) across all references
- Order and stock data accessible to the agent to cover tracking and avoid recommending out-of-stock products
- Customer purchase history and context for personalization, within a clear GDPR consent framework
Org prerequisites
- A digital/e-commerce team able to run an agent in production and iterate on its responses
- A platform integrator or an in-house AI team to connect the agent to the catalog and existing systems
- A conversion measurement that isolates agent-assisted sessions, to separate its effect from the rest of the traffic
- AI transparency compliant with the AI Act (the customer knows they are talking to an AI)
Possible stack
- Salesforce Agentforce 360 + Data 360 (the stack documented here)
- Or an LLM-based conversational agent connected to the catalog via RAG, with a link to order/stock systems
- A/B testing or measurement tooling to isolate the agent's effect on conversion
First step: Check that the catalog and stock data are queryable in real time with attributes rich enough for an agent to compare models rather than return a list: that is what separates a credible advisor from a search engine in disguise.
The same pattern, proven in other industries
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Burberry
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Sources
- S1 Euronics Italia brings trusted in-store guidance online with Agentforce. Interested party archive pending
- S2 For Euronics, 2024 a complex relaunch through artificial intelligence Established press archive pending
- S3 Euronics pronta a integrare l'Agentic Ai nell'eCommerce (Netcomm 2025) Secondary archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.