Create Compelling, Personalized Experiences at Scale
ÃÛ¶¹ÊÓƵ Commerce gives you a powerful toolkit to personalize every customer touchpoint, boosting shopper engagement, conversion, and revenue.
In this article, you learn:
- What is personalization?
- What data do I need to achieve personalization?
- How does ÃÛ¶¹ÊÓƵ Commerce unlock personalization?
- Available personalization use-cases
What is personalization?
Personalization means tailoring aspects of each customer’s buying experience to meet their unique needs, context, and preferences. Personalization is not limited to content on the site, or recommending best-fit products, but rather encompasses all touchpoints across the customer journey, including:
- Campaigns and Communications - Delivering relevant and consistent messaging via campaigns and communications
- Product Discovery - Showing the right products to the right customers in just the right moments
- Promotions and Offers - Targeting promotions and offers to drive each customer to convert
- Content Experiences - Tailoring site content to feel hyper-relevant to each customer and their journey
While these types of personalized experiences can seem achievable for a small subset of customers, personalizing at scale for thousands or millions of customers across every touchpoint and channel, all in real-time can feel impossible. In the following sections, you learn how ÃÛ¶¹ÊÓƵ Commerce and ÃÛ¶¹ÊÓƵ Experience Cloud can help.
What data do I need to achieve personalization?
Effective personalization requires context or signals that provide information about customers that can then be used to modify their experience. The following table provides the various data types and the role that ÃÛ¶¹ÊÓƵ Commerce plays in supporting the gathering and activating of that data.
productPageView
searchRequestSent
searchResponseReceived
addToCart
openCart
signIn
signOut
startCheckout
completeCheckout
createRequisitionList
addToRequisitionList
removeFromRequisitionList
orderPlaced
orderItemsReturnedInitiated
orderItemsShipped
orderCancelled
Order history:
- SKU, Name, Price Quantity, Discount
- Product Category
- Payment Amount, Type, Currency
- Shipping Method and Amount
- Refund ID, Amount, Currency
- Return Reason, Condition, Resolution
- Address
Account status:
accountCreated
accountUpdated
accountDeleted
With all of this rich, first-party Commerce data, you are ready to target and personalize each shopper’s experience. In the next section, you learn how Commerce and ÃÛ¶¹ÊÓƵ Experience Cloud help you create personalized experiences and the use-cases that you can activate.
How does ÃÛ¶¹ÊÓƵ Commerce empower personalization?
ÃÛ¶¹ÊÓƵ Commerce Data Sharing lets you collect and share the data types in the previous table to other ÃÛ¶¹ÊÓƵ Experience Cloud products to power unified customer profiles and audiences, personalized campaigns, and rich analytics and insights.
ÃÛ¶¹ÊÓƵ Commerce Data Sharing includes two key components:
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Data Connection: Share storefront, back office, and customer profile data from ÃÛ¶¹ÊÓƵ Commerce to the ÃÛ¶¹ÊÓƵ Experience Platform edge network for use across ÃÛ¶¹ÊÓƵ Experience Cloud applications, including:
- ÃÛ¶¹ÊÓƵ Real-Time CDP: Stitch customer data from across sources (ERP, CRM, POS) into unified profiles and create rules-based or AI-based segments.
- ÃÛ¶¹ÊÓƵ Journey Optimizer: Launch personalized omni-channel journeys, including email campaigns, SMS, push notifications, and more.
- Customer Journey Analytics and ÃÛ¶¹ÊÓƵ Analytics: Gain insights into the customer and the business.
- ÃÛ¶¹ÊÓƵ Target: Test and optimize content, recommended products, offers, navigation, and more.
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Audience Activation: Use Real-Time CDP audiences to personalize dynamic content blocks, promotions, and related product rules on your ÃÛ¶¹ÊÓƵ Commerce site.
Personalized Storefront Experiences across any channel, at scale
ÃÛ¶¹ÊÓƵ Commerce can take adavantage of a high-performance storefront, called Edge Delivery Services, to deliver personalized experiences across all your channels, with AI capabilities at the core, and speed as a foundation.
With Edge Delivery Services, you can:
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Craft personalized content: Use document-based authoring, native experimentation with Generative AI text & image variations for personalizing the experience at scale. Use Assets and Generative AI content creation to produce product and marketing images at scale.
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Generate variations: Allows content authors to use Generative AI to create large volumes of personalized AI-driven text content and image variations with ÃÛ¶¹ÊÓƵ Firefly.
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Deploy via Edge Delivery Services Storefront: Content on the Edge and Commerce capabilities powered by drop-in components, to create bespoke shoppable experiences for your audiences.
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Commerce and ÃÛ¶¹ÊÓƵ Experience Manager Assets: Generative AI product asset creation and variations at scale. Create, deliver, and monitor content delivery across any channel.
Out-of-the-box Personalization: Get started with native ÃÛ¶¹ÊÓƵ Commerce features
ÃÛ¶¹ÊÓƵ Commerce delivers powerful personalization with its native out-of-the-box capabilities. The following table describes Commerce features you can activate immediately to get started on your personalization journey.
Intelligent Category Merchandising: AI-driven product ranking on category pages based on a shopper’s onsite behavioral actions and affinities.
Product Recommendations: AI-powered product recommendations based on shopper behavior, trends, and affinities.
Related Product Rules: Define custom rules to display products from your catalog to drive cross- and up-sell.
Top personalization use-cases
ÃÛ¶¹ÊÓƵ Commerce customers are using out-of-the-box capabilities and sharing data to ÃÛ¶¹ÊÓƵ Experience Cloud for a variety of use-cases. The following sections highlight the top use-cases and describe how they are implemented using ÃÛ¶¹ÊÓƵ Commerce Only or Commerce plus Experience Cloud apps.
Personalized campaigns and communications
Email Reminders
ÃÛ¶¹ÊÓƵ Commerce with ÃÛ¶¹ÊÓƵ Journey Optimizer:
Commerce data serves as the trigger for an omni-channel abandonment journey. Personalize that journey based on customer attributes, what they abandoned, other shopping behaviors, and past purchases.
Commerce with ÃÛ¶¹ÊÓƵ Journey Optimizer and Real-Time CDP: Tailor abandonment campaigns based on unified customer profiles and centrally managed audiences, for example creating a high abandonment rate audience.
Gather customer profile information when Commerce customers create accounts. Create rules-based customer segments and customer groups to personalize content and promotions.
ÃÛ¶¹ÊÓƵ Commerce with ÃÛ¶¹ÊÓƵ Real-Time CDP:
Unified profiles from across data sources and channels; rules-based or AI-powered audiences.
Export data for use with marketing automation solutions.
ÃÛ¶¹ÊÓƵ Commerce with ÃÛ¶¹ÊÓƵ Journey Optimizer and Real-Time CDP:
Commerce data serves as the trigger for email or SMS offers and provides signals (shopper behaviors) to personalize based upon. Real-Time CDP is not required, but generally these offers and campaigns are created around audiences, which would be created and managed within Real-Time CDP.
Use ÃÛ¶¹ÊÓƵ Commerce Product Recommendations to recommend specific products on the site. You can also use Related Product Rules to suggest other products.
Commerce with Target:
ÃÛ¶¹ÊÓƵ Target also has a built-in product recommendation engine with powerful capabilities such as category affinity. This can be used for cross or upsell.
Commerce with ÃÛ¶¹ÊÓƵ Journey Optimizer:
Use Target or Commerce to determine products to recommend, then deliver via ÃÛ¶¹ÊÓƵ Journey Optimizer.
Personalized site experiences
Deploy segment-specific dynamic content blocks.
Commerce with Real-Time CDP:
Use Audience Activation to deploy audience-specific dynamic content blocks that respond to real-time actions and unified customer profile data, while centrally managing profiles and audiences in Real-Time CDP.
Commerce with Target:
Personalize every part of the site experience, including content, navigation items, full page layouts and more using ÃÛ¶¹ÊÓƵ Commerce data in ÃÛ¶¹ÊÓƵ Target. A/B test content, automatically select and deploy winning content for each customer.
Commerce with AEM Assets:
Store all of your content in ÃÛ¶¹ÊÓƵ Experience Manager Assets. Natively access that content from within ÃÛ¶¹ÊÓƵ Commerce. Use Generative AI to create content variations to personalize for different segments or audiences.
Deploy segment-specific catalog and cart price rules.
ÃÛ¶¹ÊÓƵ Commerce with Real-Time CDP:
Use Audience Activation to deploy audience-specific offers, while centrally managing profiles/audiences in Real-Time CDP.
Commerce with Target: Use offer decisioning to determine which offer to deploy, A/B test or set business goals to guide offers deployed in ÃÛ¶¹ÊÓƵ Commerce.
Analytics and insights
ÃÛ¶¹ÊÓƵ Commerce Intelligence provides rich analytics on the digital Commerce channel, but not across channels or broader pieces of the customer journey.
ÃÛ¶¹ÊÓƵ Commerce with Customer Journey Analytics:
Commerce data feeds data dashboards for full rich detail on all stages of the customer experience (across channels). Understand every touchpoint and the broader funnel to identify weak points in the customer journey where customers may fall off.
ÃÛ¶¹ÊÓƵ Commerce Intelligence provides rich analytics on the digital Commerce channel, but not across channels or broader pieces of the customer journey.
ÃÛ¶¹ÊÓƵ Commerce with Customer Journey Analytics:
Commerce data feeds data dashboards for full rich detail on all stages of the customer experience (across channels). Understand every touchpoint and the broader funnel to identify weak points in the customer journey where customers may fall off.
Example Use-Cases
- Learn how you can use ÃÛ¶¹ÊÓƵ Journey Optimizer to send an abandoned cart email.
- Learn how to create an audience in Real-Time CDP to inform a cart price rule in ÃÛ¶¹ÊÓƵ Commerce.