Abandoned Cart Solution Kit

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Turn Abandoned Carts into
Completed Sales
Salesforce Spring

salesforcedocs
Last updated November

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CONTENTS

Turn Abandoned Carts into Completed Sales
Abandoned Cart Solution Workflow
Design Considerations
Integration Reference Implementation
Configurations

TURN ABANDONED CARTS INTO COMPLETED SALES

Connect with shoppers who add items to their carts but dont finish orders Send personalized behavioral messages that encourage
them to return and complete a purchase

Get Started
Explore system architecture related to this solution

BC Industry Blueprint

BC Reference Architecture

BC Solution Architectures

Take Trailhead modules related to this solution
Salesforce Solution Kits Quick Look
Customer Guide for Retail Quick Look
Customer Guides Quick Look

This solution kit helps you
Increase completed purchases

Drive gross merchandise volume GMV

Give your shoppers a personalized experience when you connect Commerce Cloud and Marketing Cloud
Gain insights into what your shoppers want
Increase shopper engagement

Required Products

BC Commerce Enterprise SFRA or SiteGenesis

Marketing Cloud Enterprise
Marketing Cloud Personalization Builder

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

Optional Products
Interaction Studio

Implement This Solution
Abandoned Cart Solution Workflow
Learn how data flows through the configurations to turn abandoned carts into completed sales
Design Considerations
Keep these design considerations in mind when you turn abandoned carts into completed sales
Integration Reference Implementation
Integration reference implementations are developer enablement frameworks that accelerate crosscloud integration by providing

code configuration and implementation patterns Use the Marketing Cloud reference implementation for BC Commerce to turn

abandoned carts into completed sales
Configurations
Use these configurations to turn abandoned carts into completed sales

Abandoned Cart Solution Workflow
Learn how data flows through the configurations to turn abandoned carts into completed sales

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

Workflow

The shopper adds items to their cart but doesnt check out
The shoppers behavior is monitored via the collectjs code placed on the Commerce Cloud site and shared with Marketing Cloud
Marketing Cloud listens to the shoppers behavior
Marketing Cloud places the shopper on a journey
Marketing Cloud sends Touchpoint to the shopper using their preferred channel
The shopper receives and opens an abandoned cart email
To determine decision split ensure click tracking is set up in email
If they have not yet made a purchase Marketing Cloud sends the shopper a different email with creative
If the shopper has made a purchase Marketing Cloud exits them from the Abandon Cart journey The shopper is then eligible for
post purchase communications

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

Understand the Flow of Data

Collect the catalog product order and customer data feeds from the BC Commerce staging and production environments

Move the data to the Marketing Cloud SFTP server and create Import Activities so that Marketing Cloud consumes it on a schedule

via Automation Studio

Use BC Commerce data in Marketing Cloud via data extensions during the authoring of email templates creation of journeys and

development of personalized product recommendations

Extend the BC Commerce storefront by replacing its email functions with the Marketing Clouds triggersend features Implement

framework customizations that trigger transactional emails for common storefront scenarios
Implement and extend the Marketing Cloud collectjs through the storefront by using the reference implementation This
implementation lets Personalization Builder handle abandonment scenarios targeting browse and cart To implement behavioral
monitoring ensure that Personalization Builder is licensed as part of Marketing Cloud Detailed instructions are also provided during
the Marketing Cloud Personalization Builder implementation process based on attributes selected to be tracked
To drive behavioral messaging personalization and segmentation in Marketing Cloud use the shopper behavioral data collected
from collectjs
Functionality Considerations
License Personalization Builder as part of Marketing Cloud to use collectjs
The reference implementation enables email authoring via Marketing Clouds Email Studio rather than the developer storefront

template model supported by BC Commerce Enterprise

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

The reference implementation enables BC Commerce to trigger and Marketing Cloud to generate transactional email delivery

The reference implementation supports delivery of BC Commercedriven data feeds to Marketing Cloud through SFTP using

customers catalogs and orders
Use data feeds that Marketing Cloud consumes to shape email content including storefront product recommendations

A collectjs storefront implementation can monitor storefront shopper behavior and trigger email content for abandoned browse

and cart scenarios using Personalization Builder in Marketing Cloud
Extend the storefront to rebuild the customers cart based on the cart definition from Marketing Cloud
Performance Considerations
Plan your Commerce Cloud data feed consumption to support your expected volume and Marketing Cloud use cases
Limit data imported via the connector feed framework to million rows per import If your data volume exceeds million rows
consider multiple imports
Use data extensions to import data into Marketing Cloud for personalization or segmentation
Avoid importing data into Marketing Cloud for preprocessing or datalake activities

Alternative Solutions
Marketing Cloud Personalization
Learn how data flows through Marketing Cloud Personalization to turn abandoned carts into completed sales

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

Workflow with Marketing Cloud Personalization formerly Interaction Studio

The shopper adds items to their cart but doesnt check out
Marketing Cloud Personalization monitors the shoppers behavior
The Marketing Cloud Personalization segment determines qualification that shopper has abandoned their cart
The Marketing Cloud Personalization segment is synced to Marketing Cloud or another email provider Use order data in Marketing
Cloud to ensure that no purchase was made before sending messages
Marketing Cloud injects the Shopper in a journey and sends Touchpoint to the shopper using their preferred channel
The Shopper receives and opens an abandoned cart email
Marketing Cloud uses existing order data in a decision split to determine if a purchase has been made
If the shopper has not yet made a purchase Marketing Cloud sends them a different creative
The Shopper exits the Marketing Cloud journey

Turn Abandoned Carts into Completed Sales

Abandoned Cart Solution Workflow

Understand the Flow of Data with Marketing Cloud Personalization formerly
Interaction Studio

Functionality Considerations
License Marketing Cloud Personalization to use the JavaScript beacon and site map
Use Marketing Cloud Personalization OpenTime Email Campaigns to shape email content including product recommendations
Use Marketing Cloud Personalization Segments to monitor storefront shopper behavior and trigger email content for abandoned
browse and cart scenarios

Use Marketing Cloud Personalizations Segment Exporter to automatically export Personalization segment data to a CSV file on a

daily basis
Load order data into Marketing Cloud for suppressing shoppers who have completed their purchase after the segment is received
from Marketing Cloud Personalization
Performance Considerations
Limit data imported into Marketing Cloud to million rows per import If your data volume exceeds million rows consider multiple
imports
Use data extensions to import data into Marketing Cloud for personalization or segmentation
Avoid importing data into Marketing Cloud for preprocessing or datalake activities

Related Content
Review this solutions use case and purpose
Turn Abandoned Carts into Completed Sales on page
Take the next steps in this implementation
Design Considerations
Integration Reference Implementation

Turn Abandoned Carts into Completed Sales

Design Considerations

Configurations

Design Considerations
Keep these design considerations in mind when you turn abandoned carts into completed sales
Configuring Commerce Cloud to Marketing Cloud Data Feeds
To add recommendations in email from Marketing Cloud confirm that youve set up the required customer catalog and order feeds

See the Marketing Cloud SFTP Guide

To generate the best recommendations customize the catalog feed with product categorization data

To deliver data to Marketing Cloud during periods of low traffic configure the data feeds in BC Commerce Enterprise

collectjs

Use and extend the collectjs reference implementation to implement behavioral monitoring on the BC Commerce Enterprise

storefront Detailed instructions are also provided during the Marketing Cloud Personalization Builder implementation process based
on attributes selected to be tracked
Apply the reference implementation to accelerate the collectjs implementation through the storefront
To customize the datalayer exposed to Marketing Cloud use the reference implementations configuration capabilities
Primary Keys
Identify customer profiles using a common identifier to developing a view of your customers
Marketing Cloud

The contact key REST recipientcontactKey is the crosschannel customer ID established by the customer

Email Studio registers a subscriber key used for compliance management SOAP SubscriberKey is the same value as the contact

key API calls use this value to trigger email sends from Commerce Cloud to Marketing Cloud

Avoid using Email Address SMS number or Mobile Device ID as the contact key in Marketing Cloud

Commerce Cloud

CustomerID is the systemgenerated ID for a customer

CustomerProfilecustomerNo is the number used to identify customers

Decorate the Commerce Cloud Customer record with the CRM ContactID using bccrmsync a reference implementation for

integration of Salesforce CRM and BC Commerce

For guest checkout retrieve the SubscriberKey via Marketing Cloud APIs or Contact ID via CRM APIs If no SubscriberKey or Contact

ID exists create a contact in CRM

To learn more about integrating BC Commerce with Service Cloud review the Enablement Framework BCCRMSync

Sales and Service Cloud

Using a CRM Record ID simplifies CANSPAM compliance and the GDPR logical model

Marketing Cloud Connect requires the primary key from Service Cloud for sending Marketing Cloud tracking data back into CRM

Using a CRM ContactID also simplifies integration with Experience Cloud and Commerce Cloud

Subscription Preferences

The reference implementation enables customers to update their subscription preferences in Marketing Cloud via the BC Commerce

Enterprise storefront

Turn Abandoned Carts into Completed Sales

Design Considerations

Catalogs
Streaming updates isnt efficient for large numbers of product SKUs
Language currency multibrand support and inventory affect the catalog feed model
Extend the catalog feed model to support multiple languages brands and currencies
Click Tracking to Revenue
The Marketing Cloud Einstein base capability provides core functionality to track revenue
Evaluate Google Analytics as a mechanism that slices and dices the data See Google Analytics Integration for Marketing Cloud
Performance
For best results when importing the flat file into Marketing Cloud limit imported dataset sizes to million rows
If your catalog includes more than million SKUs import the catalog using delta files
Import only the data you plan to use in Marketing Cloud Use the imported data for one of two purposes segmentation or
personalization
If the volume or frequency of your catalog update concerns you contact your Marketing Cloud representative or Success Manager
Localization
To support localization customize the reference implementation
If you have different inventory for the same products consider creating a different business unit Contact your Marketing Cloud
representative or Success Manager
Multiple Brands
Understand what your goals are for incentives especially with shared carts across brands and how best to present those incentives
Supporting Abandoned Cart with a shared cart across multiple brands increases the delivery complexity of this use case
Consider multiple business unit licenses that balance incentives and generate the most relevant recommendations across brands

Related Content
Review earlier steps in this solution
Abandoned Cart Solution Workflow
Take the next steps in this implementation
Integration Reference Implementation
Configurations

See Also
Configuration
Google Analytics Audience Activation
Implementing the Collectjs Tracking Code
Email Marketing and Streaming
Einstein Email Recommendations

Marketing Cloud Connector for BC Commerce

Turn Abandoned Carts into Completed Sales

Integration Reference Implementation

Marketing Cloud SFTP Guide

Request a Quote from Marketing Cloud Professional Services
Stream Catalog Updates Through Collect Tracking Code

Integration Reference Implementation
Integration reference implementations are developer enablement frameworks that accelerate crosscloud integration by providing code

configuration and implementation patterns Use the Marketing Cloud reference implementation for BC Commerce to turn abandoned

carts into completed sales

After you sign in to GitHub the Marketing Cloud reference implementation for BC Commerce facilitates the platform customizations

necessary to integrate Commerce Cloud and Marketing Cloud
Before implementing consider conducting an environmental audit with a Marketing Cloud representative to confirm that you meet the
prerequisites for the use case
Before implementing the configurations sign in to GitHub and set up the Marketing Cloud reference implementation using the GitHub
repository wiki instructions If youre a Commerce Cloud customer or partner without access to the GitHub repository get Unified
Authentication to enable access
General Information About Reference Implementations
Reference implementations are developerenablement frameworks that accelerate crosscloud integration by providing code
configuration and implementation patterns
Reference implementations support a core set of use cases that you can extend to support other customerdriven use cases

Reference implementations require customization and configuration in Marketing Cloud and BC Commerce Cloud The Commerce

Cloud storefront requires customization as part of the integration
Implementation and validation require operational and administrative experience with Marketing Cloud

Plan your implementation as you would any other BC Commerce Cloud feature by collecting requirements capturing work tasks

and making task estimates
What Your Company Can Do with This Reference Implementation
Accelerate integration time to market for Commerce Cloud and Marketing Cloud
Simplify and centralize email authoring and content management
Improve marketing agility efficiency and campaign performance
Personalize engagement based on past purchases and shopper interactions
Capture revenue from cart search or browse abandonments by implementing storefront behavior monitoring and behavioral email
delivery

Connect Commerce Cloud and Marketing Cloud using existing REST APIs exposed by Commerce and Marketing Clouds

Enable oneway sharing of customer catalog and order data from BC Commerce Cloud to Marketing Cloud using the Connectors

data feed framework
Trigger transactional email sends from Commerce Cloud that Marketing Cloud delivers

Related Content
Review earlier steps in this solution
Abandoned Cart Solution Workflow

Turn Abandoned Carts into Completed Sales

Configurations

Design Considerations
Take the next steps in this implementation
Configurations

Configurations
Use these configurations to turn abandoned carts into completed sales
Implement and Customize the collectjs Code in Commerce Cloud
First implement the collectjs tracking code in Commerce Cloud
Note For this customization work use the reference implementation of collectjs If needed extend the collectjs implementation
After completing the collectjs implementation validate the setup and behavior tracking events Ensure that the collectjs trackcart call
is operating as expected This call sends the entire cart every time
Set Up Catalog Importing in Marketing Cloud

Use the Marketing Cloud reference implementation to import a catalog with many SKUs into Marketing Cloud using the SFTP import

process For SKU imports that require constant product updates during the day such as flash sales configure streaming updates in

Marketing Cloud to incrementally import catalog updates
Set Up Behavioral Triggers in Marketing Cloud
Note Use Marketing Cloud technical expertise to configure the journeys and automations necessary based on each customers
data model
To get started implement Behavioral Triggers
Marketing Cloud Collect Tracking code listens for abandoned cart events using the behavioral data collected by the collectjs code
You can configure a custom schedule to evaluate abandonment events every one two or three hours
After the timer ends Behavioral Triggers write an abandonment event in near real time to data extensions To trigger the abandon
journey connect the data extension in Marketing Cloud to a Journeys entry event
Deliver the Cart Abandonment Emails via Marketing Cloud
Build an email template with the appropriate promotions for the target products See Create a Behavior Trigger Email
Author a journey in Marketing Cloud that delivers personalized abandoned cart emails to each identified customer