How to use Salesforce Commerce Cloud (formerly Demandware) for personalisation
Personalisation is all about delivering rich and relevant content and filtering out the irrelevant, which in turn will result in higher conversion rates, as well as customer retention.
While there are a host of vendors on the market with personalisation software, the Salesforce Commerce Cloud platform has personalisation functionality built-in – which means that you can start tailoring the customer experience today without having to make further investment in new software.
The Salesforce Commerce Cloud platform allows retailers to act as ‘personal shoppers’, by capturing customers’ dynamic session and profile data which can be used through promotions, customer groups and source codes. This can provide a tailored, content-rich experience from site entry to checkout.
Here the Salesforce Commerce Cloud training team at eCommera provide you with tips and tricks to deliver a more personalised shopping experience in time for Christmas 2015. Examples are taken from Salesforce Commerce Cloud's XChange Community, which is accessible to all Salesforce Commerce Cloud customers.
1. Use geo-location to publish delivery information
In the example below, House of Fraser uses a session custom attribute ‘geoVisitorCountry’ within a customer group to display a geo-specific header banner for shipping.
Customer group > Everyone
Customer Group > Irish Customers
2. Use location information to serve up city-specific events
Tory Burch wanted to create a unique online experience in order to drive local traffic to a new store opening in New York. To achieve this they created a customer group which identified IP addresses from NJ, NY and CT and served them the ‘797’ special collection experience. Tory Burch managed to create a highly positive brand experience and huge amount of traffic to the new store, which in turn made the product sales exceed expectations.
Customer Group > 797
3. Personalise content with slot configurations
Content can be personalised and displayed in conjunction with customer groups, promotions and source codes.
A content slot with multiple slot configurations can contain customer groups, rank to set the importance and schedule.
4. Target content based on visitor keyword search
Fila created customer groups based on organic keyword search terms. They then offered tailored homepage banners based on different sports.
Search term: Basketball
Search term: Tennis
5. Personalise content through campaigns
Promotional campaigns can contain dynamically served up content based on customer groups or for customers who enter relevant coupons/source codes. This is a rich feature that offers many options.
Targeted content experience based on visitor’s location
Targeting and segmenting customers based on the weather at the current location can be achieved through a campaign. The merchant can choose to show custom homepage content, landing page banners, or category page banners. They can then use a sorting rule to push the desired products to the top – creating a tailored experience from start to finish. For instance, the merchant may want to create a ‘Sunny Region’ customer group for all customers based in Florida and ‘Wintery Region’ for all customers based in New York.
6. Use source codes in pay per click links
Frederick’s use source codes in their pay per click promotions in order to serve the visiting customer with tailored content.
Shoes/Accessories Landing Page
7. Offer exclusive promotions through email marketing
Hallmark used a source code appended to the URL in their monthly mail out to ‘Rewards Members’ with an exclusive Easter sale. The redirect set up for the source code went straight to the ‘Easter Cards’ category, activated a sale price book and displayed a personalised banner.
8. Offer exclusive promotions to VIP customers
Lacoste created a VIP sale targeting their registered customers using a mailout source code in order to drive customer loyalty. Tailored banners and a sale price book were presented to the visitors accessing the site via the newsletter. As a result, campaign conversion rate, revenue generated and the number of items added to cart all increased greatly when compared with an average newsletter campaign.
9. Offer private/exclusive promotions across channels
As a reward, Mothercare decided to treat their most engaged customers with an exclusive, early sale online. By creating three different customer groups using source codes, they were able to target customers through Facebook, Twitter and a key affiliate and track the results separately. Sale content and a price book were added to the promotion, delivering a one-day tailored experience. As a result, the one-day exclusive sale was the biggest ever, leading to a significant revenue increase, as well as increased in the number of orders and the average number of items ordered.
These are just a few examples of how retailers are personalising the user experience using functionality already available in the Salesforce Commerce Cloud platform.
Case study source: Salesforce Commerce Cloud XChange community