WebSphere Commerce V7 Management Center

Transcription

1 Juha Nevalainen WebSphere Commerce Technical Specialist April 20 WebSphere Commerce V7 Management Center Precision Marketing Proof of Technology

2 Objectives Market Facts & Trends Provide an understanding of Commerce Marketing fundamentals. WebSphere Commerce Precision Marketing Give an overview of Precision Marketing and answer : What is a Web Activity? What is a Dialog Activity? How does this relate to Promotions? How do I use Customer Segments? Marketing Lab 2

3 Precision Marketing Effectiveness 69% of shoppers find personal recommendations valuable or somewhat valuable 34% of shoppers buy products based on retailer s recommendation Forrester 59% of shoppers will likely buy again from retailer if they receive special offer based on prior purchase 33% of shoppers would return to retailer if they receive reminder with an incentive - E-tailing Group 3

4 Marketing Transformed Successful brand experiences don t happen by accident they are carefully designed and executed WebSphere Commerce strategic investments are focused on delivering more targeted and personalized experience Multi-Channel Precision Marketing Behavioral Segmentation and Personas B2B Precision Marketing Best-in-Class Business User Tooling Mobile Commerce Integration to Social Commerce Precision Marketing Experiences + Conversations + Relationships = Affinity across all touch points 4

5 Marketing Fundamentals Campaign / SMS Customer Segments Dialog Activities Web Promotions espots 5

6 Marketing Fundamentals (cont) Campaigns Web Activities - Extended Dialog Activities - NEW Activities Templates E-Marketing Spots Experiments Promotions - NEW Customer Segments - Enhanced 6 6

7 Customer Centricity: Cross-Channel Precision Marketing Precision Marketing provides automated, one-to-one, dynamic merchandising and marketing based on individual preferences and shopping intentions WC processes triggers and based on previously-defined flexible rules, it initiates an action that can be routed through any WC-controlled touchpoint Integrated solution handles on-going dialog with customers, over time, across channels as customer's behavior changes Triggers Pages viewed Location Past purchases Clicks Social Participation Segment/Persona membership Open/un-open Web / kiosk / mobile / call center / POS Other WebSphere Commerce Marketing Engine Actions Custom landing page Custom or SMS Custom product or category page Targeted Cross-sells & Up-sells Promotion Marketing campaign Web / mobile / kiosk Other 7 -

8 Multi-Channel Precision Marketing Precision Marketing combines Profile information Transactional (historical) purchasing data, and Interactional (behavioral) data to personalize shopping experience We will refer to both transactional (historical) and interactional (behavioral) customer actions as triggers WC Marketing Engine processes these triggers, and based on previously defined flexible rules (no black-box), it will initiate an action An action can be a custom landing page; custom or SMS; targeted cross-sell or up-sell; or any other action to personalize shopping experience Multi-channel Precision Marketing extends personalized experience so triggers can come from any touch point (e.g., web, mobile, kiosk, etc.) and actions can be routed by WC Marketing Engine to be delivered through any touch point (e.g., , mobile, POS, etc.) 8

9 Precision Marketing Overview Two types of Activities Web Activity Control what displays in predefined e-marketing Spots on your store pages Dialog Activity Automate marketing actions based on the specific behavior of your customers over time 9

10 Web Activities Web activities determine what to show the customer Web activities can display advertising content, merchandising associations, and recommendations from store catalog You can target different customer segments within Web activities to personalize what customers see in an e-marketing Spot Provides Marketing Managers ability to effectively communicate with customers without IT involvement Target Action Actions 0

11 Dialog Activities Automate marketing actions based on specific behavior of your customers over time Interactive dialog with a customer: You wait for the customer to do something, or not do something, and then you target that customer with a planned marketing action Dialog can be ongoing as the customer's behavior changes Action Trigger Action Trigger Action Trigger

12 Cross-Channel Precision Marketing Business user builds a dialog activity by selecting target customer, triggers to wait for customer event or time lapsed, and actions to define what to do WC Precision Marketing Engine WC Precision Marketing Engine 2

13 Targeting Customers Targets define which customers will experience your marketing activity Customer Segment (demographics, address) Shopping Cart (value, contents) Purchase History (# orders, value, contents) Current Page (viewing category, product) v7 v7 Catalog Browsing Behavior (viewed category, product) Online Behavior (search, name-value pair) v7 v7 External Site Referral (site, search term) Cookie Contents v7 v7 Social Commerce Participation Day and Time Your Target Here v7 3

14 Customer Segments Segment Conditions Dynamically add customers to a customer segment. This allows you to create personas to use in marketing activities. As well, dynamically entitle customers to promotions based on their online behavior. v7 4

15 Dialog Activity Triggers Triggers define the event that causes your Dialog activity to begin or continue. Use triggers to wait for a customer to do something, or for a period of time to elapse. Wait Customer Registers Customer Places Order Customer Participates in Social Commerce Customer Abandons Shopping Cart Customer Is In Segment. Used for sending or SMS messages Customer Celebrates Birthday Your Trigger Here 5

16 Web Activity Actions Actions define what to do, based on the previous sequence of triggers and, optionally, targets in the activity flow. Web activity actions typically display a targeted message to a customer on a store page v7 Recommend Catalog Entry (product, SKU, bundle, kit) Recommend Category Recommend Promotion (promotion + content) Recommend Content (advertisement, image, flash, text, style sheet, sales catalog, JSP file) Display Merchandising Association (shopping cart, purchase history, current product) v7 Add To or Remove From Customer Segment Display Recently Viewed (catalog entries, categories) v7 6

17 Dialog Activity Actions Actions define what to do, based on the previous sequence of triggers and, optionally, targets in the activity flow. Dialog activity actions typically send a targeted message to a customer via or SMS Send Message ( , SMS) Add To or Remove From Customer Segment; i.e., Dynamically segment customers and entitle them to promotions Issue Coupon (add to customer s coupon wallet) Your Action Here 7

18 SEO and Landing Page Optimization 8

19 Cross Channel Dialog: Register and Order Customer Registers Places Order SMS Order Confirmation Thank you for your purchase. Your order # is 372 9

20 Cross Channel Dialog: Register No Action Customer Registers Customer Registers Wait one week Offer Thank you for your registration. We re running a special on 2 0

21 Social Commerce: Reward Active Participation Add to Active Participant Segment Change Banner $0 Off Next Order Customer Writes 5 Reviews Send $0 Off SMS Coupon Thank you for your review. Receive $0 off next order 2

22 Marketing Lab Act as a Marketeer Create a new Web Activity See the results in the Madisons store. Create a new Dialog Activity See the results in the in the Management Center. Create a Customer Segment and Apply to your activities Apply the promotion your created earlier to an Activity If you require any help ask any of the speakers for assistance 2 2