Icx C360exp Retail
DOWNLOAD
First things first !
To download this implementation guide, click the download button below.
If you need more information about the implementation guide, you can read the Table of Contents below.
Customer Guide for Retail
Salesforce Spring
salesforcedocs
Last updated January
Copyright Salesforce Inc All rights reserved Salesforce is a registered trademark of Salesforce Inc as are other
names and marks Other marks appearing herein may be trademarks of their respective owners
CONTENTS
Customer Guide for Retail
Industry Blueprint for Retail
Reference Architecture for Retail
Business Scenarios for Retail
Solution Architecture for Retail
Solution Kits for Retail and BC
CUSTOMER GUIDE FOR RETAIL
Explore the power of multicloud solutions to create customer experiences that connect with customers grow your business and provide
resilience to market changes
The assets in this Customer Guide help you build a vision for the future of your retail business and implement the changes needed
to fully realize your digital transformation Learn with Trailhead
Architectural diagrams and business scenarios show you how Salesforce products combine with industry best practices to expand your
business capabilities Solution Kits show you how to implement Salesforcerecommended crosscloud solutions to common retail use
cases
Industry Blueprint for Retail
Get key product and industry information you can use to uncover opportunities and build retail solutions
Reference Architecture for Retail
Map specific Salesforce products to the functional and platform capabilities needed for retail business to thrive
Business Scenarios for Retail
Business scenarios help you bridge the gap between your organizations business capabilities and the solutions needed to achieve
your goals For each scenario discover a variety of Salesforce solutions that reduce your time to value and allow you to define a
roadmap to build out your organizations functionality
Solution Architecture for Retail
Identify specific tools and resources that you need to deliver crosscloud retail solutions for your business
Solution Kits for Retail and BC
Enhance your retail business by implementing one or more solution kits Get product recommendations workflow details and
instructions to help you implement the solution from start to finish
SEE ALSO
Customer Guide for Retail Learning Map
Customer Guide for Retail Quick Look
Customer Guides Quick Look
Industry Blueprint for Retail
Get key product and industry information you can use to uncover opportunities and build retail solutions
The industry blueprint diagrams the endtoend retail process from customer acquisition to analytics and optimization Learn with
Trailhead
Use the industry blueprint to lay the groundwork for your digital transformation
Map common BC retail business capabilities to the stages of the customer lifecycle and frontoffice processes
Determine which capabilities are most important to your organization and create alignment with crossfunctional stakeholders
Understand the highlevel platform capabilities needed to power your organizations business needs
Customer Guide for Retail
Industry Blueprint for Retail
Contact your Salesforce account team or a Salesforce partner for help with assessing the business and platform capabilities most suited
for your organization
The retail industry blueprint shows a productagnostic overview of key business capabilities common to most BC retailers
The business processes of a typical lifecycle of a customer relationship can be organized into seven phases
Awareness and Acquisition
Personalization and Experience
Transact and Fulfill
Customer Service
Store
Merchandising and Supply Chain
Corporate Management
Capabilities within the seven phases can be grouped into five areas Drive Agility with Data and Analytics Transform Business Relationships
Acquire and Engage Loyal Customers Meet Shoppers Where They Are and Reimagine the Role of the Store and Associate These are
the business needs that must be satisfied at each stage of the lifecycle for the retailer to achieve business success
Tip To understand which business capabilities solutions and Salesforce products can help your organization achieve the business
needs identified on the blueprint dive deeper into BC business scenarios
Platform enablers APIs and data sources are common to all lifecycle stages and business processes Use platform enablers APIs and
data sources as a baseline of functionality to support tailored solutions
Customer Guide for Retail
Reference Architecture for Retail
Note To understand how industry and business requirements link to the underlying technologies that support them review the
Reference Architecture for Retail on page Use the BC industry blueprint as a building block for creating a reference architecture
for planning customer experience enhancements
SEE ALSO
Industry Blueprints for Partners
Salesforce Architectural Diagrams Quick Look
Reference Architecture for Retail
Solution Architecture for Retail
Reference Architecture for Retail
Map specific Salesforce products to the functional and platform capabilities needed for retail business to thrive
To build endtoend solutions that meet the needs of customers through the entire purchase process businesses must deliver solutions
across teams and technology stacks The reference architecture helps communicate the vision and strategy of a solution to business
executives and stakeholders Learn with Trailhead
Business success can be conceptualized as success in each of three categories of capabilities Foundational Platform and Functional
Our reference architecture presents Platform and Functional capabilities Each layer contains a representative subset of systems or
capabilities that are most relevant in the BC Retail space It does not list all possible systems or capabilities
Customer Guide for Retail
Reference Architecture for Retail
Platform Capabilities
These components form the underlying technology base for achieving your goals Each layer in the platform builds on top of the next
BC systems typically rely on these elements
Data Sources
Data sources are systems that create collect and manage various types of data These systems can act as systems of record Theyre
often purposebuilt to handle particular functionality and data requirements but some provide for general system needs
Integrations
Integrations include tools and routes that connect systems of record with each other or with higherlevel experiences These are
varied tools such as APIs that connect separate systems single signon services to manage customer identity across different
interfaces and customer data platforms to segment customers
Intelligence
Smart automation like machine learning and AI helps you optimize your use of customer data The intelligence layer serves functions
like delivering actionable customer insights personalized product recommendations and improving realtime customer interactions
to enhance your customer relationships and drive sales
Analytics
Analytics helps you better understand your data and make smart business decisions
Descriptive analytics summarize existing data to help you better understand current state or past activities These analytics typically
answer What questions about your data
Diagnostic analytics use the output of descriptive analytics to identify patterns and outlier data These analytics typically answer
Why questions about your data
Predictive analytics use historic data to attempt to anticipate future outcomes such as the likelihood that a subscriber opens an
email
Prescriptive analytics suggest future courses of action based on your existing data These analytics typically answer Should
questions about your future actions
Functional Capabilities
Businessspecific elements at the functional capabilities level are connected more directly to the customers experience and measured
in terms of maturity Successful implementation of functional capabilities depends heavily on implementation of the platform capabilities
The retail life cycle typically crosses multiple engagement channels in the areas of Commerce Communities Sales Service and Marketing
Capabilities in the Operations area can help companies address new business needs related to the Covid pandemic
Review these commonlyrequired functional capabilities to identify strategic goals around which to focus your implementation
A Business Capability Maturity Assessment arranged by your Success Manager or Account Executive can help you determine which areas
of your business can benefit from additional focus
Customer Guide for Retail
Reference Architecture for Retail
Mapping Platform Capabilities to Salesforce
Specific Salesforce products handle each of the needs identified at the platform capability level
Identify gaps in your underlying capabilities by customizing this model to include other Salesforce products or thirdparty systems in
your current technology stack To explore the reference architecture specific to your business contact your success manager or account
team
Tip Business scenarios help you better understand your business capabilities and find solutions that support your business goals
Learn more about Salesforce products
Retail Industry Solution
Commerce
Communities
Service
Sales
Workcom
Marketing
Data Cloud
Customer Guide for Retail
Business Scenarios for Retail
Customer Privacy Center
SEE ALSO
Salesforce Architectural Diagrams Quick Look
Industry Blueprint for Retail
Solution Architecture for Retail
Business Scenarios for Retail
Business Scenarios for Retail
Business scenarios help you bridge the gap between your organizations business capabilities and the solutions needed to achieve your
goals For each scenario discover a variety of Salesforce solutions that reduce your time to value and allow you to define a roadmap to
build out your organizations functionality
Successful execution of core functions requires an organization to have certain expertise or business capabilities Understanding what
business capabilities are needed to achieve this scenario helps crossfunctional teams in your organization align and better strategize
around technology solutions
Get the Most Out of Best Practices
Following best practices and selecting the right solutions and products for your organization are key to a successful implementation of
business scenarios Follow these steps to make use of business scenarios
Review business capabilities required to achieve this business scenario
Assess the maturity levels of your organizations business capabilities
Review the best practices with minimum maturity level to understand how your business can improve in each area of capability
Review products and solutions to get quick time to value and build a roadmap as you increase your maturity
To arrange a Business Capability Maturity Assessment contact your Success Manager or Account Executive
Explore BC Business Scenarios
DataDriven Advertising
Exceed customer expectations by delivering personalized advertising across all of a customers devices in a secure privacycompliant
manner
CustomerCentric Journeys
Drive engagement and purchases by sending your shoppers on relevant personalized journeys
Engage Shoppers on Every Channel
Unify your marketing and commerce to better adapt to customer preferences and provide relevant behaviorbased intelligent
communications that engage customers and drive sales
Deliver Seamless Digital Service
Improve the customer service experience by offering quick and convenient access to the information and data needed to complete
a task or resolve an issue
Customer Guide for Retail
DataDriven Advertising
Create Amazing Customer Experiences
Deliver engaging apps in any language tied to your CRM and other systems
Digitize the Store Experience
Rapidly respond to customers and employees in the new normal of the digital retail store experience
Understand Business Capability Maturity Levels
To achieve success in each practice area an organization must reach defined levels of maturity We divide business capability maturity
into five levels
DataDriven Advertising
Exceed customer expectations by delivering personalized advertising across all of a customers devices in a secure privacycompliant
manner
Understanding your customer starts with data Delve into your data to develop a deeper understanding of your target shoppers reach
new levels of personalization and increase audience reach with secure targeted campaigns
Recommended Products
These products can help you deliver data driven advertising
Marketing Cloud
BC Commerce
Contact your Success Manager or Account Executive for more information
Solutions
Get quick time to value by selecting Salesforce recommended solutions that you can implement immediately while putting together
a roadmap to build out more mature capabilities over time To help you find solutions that your business is ready for right now resources
are divided into three levels depending on complexity
Beginning
Use Lookalikes to Advertise on Social Channels
Control BC Commerce Promotions
Create a BC Commerce Promotion
Create Product Feeds from Commerce to Facebook for Dynamic Ads and Facebook Shopping
Learn Audience Segmentation Basics
Implement SEO Best Practices
Get Started Marketing Cloud Advertising Studio
Intermediate
Use Salesforce Standard Consent Objects to Honor Customer Preferences
Integrate Order History to Build Targeted Segments For Lookalikes
Analyze Customer Referral Data to Optimize Ad Spend
Match ThirdParty Data to FirstParty Data For Better Segment Definition
Set Up BC Commerce AB Testing
Keep Customers up to Date on Store Openings with Email and Ads contact your Salesforce account team
Customer Guide for Retail
DataDriven Advertising
Learn About BC Commerce Site Merchandising Analytics
Measure Your Marketing Impact
BC Commerce Einstein Implementation Guide
Use Advertising Audiences
Uncover Audience Insights
Be Customer Driven With DataDriven Marketing
Advanced
Set Up BC Commerce AB Testing
Personalize ads in realtime based on products viewed on Commerce sites contact your Salesforce account team
Understand Consumer Behavior Across Web Properties Mobile Apps and Devices
Optimize Data Audiences and Digital Advertising
Contact your Success Manager or Account Executive for more information
Business Capabilities
Your organizations implementation of a capability can range from undeveloped to industryleading For each capability we list best
practices that you can use to grow your maturity and provide information on solution implementation
Marketing Capabilities for DataDriven Advertising
Enhance these business capabilities to better target your customers with personalized marketing
Service Capabilities for DataDriven Advertising
Focus on these capabilities to retain customers with firstclass customer service
Commerce Capabilities for DataDriven Advertising
Use data to understand what customers are looking for when they visit your ecommerce site
SEE ALSO
Understand Business Capability Maturity Levels
Business Scenarios for Retail
CustomerCentric Journeys
Engage Shoppers on Every Channel
Deliver Seamless Digital Service
Create Amazing Customer Experiences
Marketing Capabilities for DataDriven Advertising
Enhance these business capabilities to better target your customers with personalized marketing
AUDIENCE STRATEGY
Define an approach to what audiences are required and how they are developed grown nurtured and applied to support customercentric
marketing
Customer Guide for Retail
DataDriven Advertising
Capability Maturity
The minimum maturity level represents the most basic viable implementation Learn More
Type
Level
Description
Minimum Maturity Level
Emerging
We use a basic approach not a comprehensive strategy which we
reference on an ad hoc basis and rarely update
Recommended Maturity Level
Practicing
We have a somewhat comprehensive strategy that we reference
and update infrequently
Best Practices
To increase your business maturity for the capability implement the recommended best practices
Identify specific marketing objectives
Identify the marketing initiatives programs and campaigns required to reach marketing objectives
To target or suppress audiences consider these questions
Which age range should we target
Which cultural era did people in the target audience grow up in What media and products are they familiar with
Which part of the country or world is the target audience most likely to live in
What motivates them to make a certain purchase
What price points are people in the target audience most likely to go for without straining their wallets
What problems do people in the target audience want to solve with this product or service
Can I relate to this market segment
Identify the data sources attributes values required to locate people in the target audience
Audit current audience attribute data compared to ideal data
Develop a roadmap for nurturing existing audiences acquiring data and building new audiences
Review business performance measurement tests to understand the value of various audiences
CUSTOMER SEGMENTATION
Divide shoppers and prospects into logical segments to inform customer experience strategy
Capability Maturity
The minimum maturity level represents the most basic viable implementation Learn More
Type
Level
Description
Minimum Maturity Level
Practicing
We define customer segments based only on a combination of
demographics and behaviors
Recommended Maturity Level
Optimized
We define customer segments based on a combination of
demographics behaviors and attitudes
Customer Guide for Retail
DataDriven Advertising
Best Practices
To increase your business maturity for the capability implement the recommended best practices
Establish marketing goals for this segment
Determine audience behavioral goals in context for example what a consumer can reasonably be expected to do in a specific
circumstance Good sources of behavioral data include
Conversions
Specific site section visitors
Top funnel visitors
Users who were exposed to or clicked digital media
High value visitors
Visitor churn
Formulate hypotheses about your audience that youd like to validate with segment creation and analysis
Before creating a segment review existing segments to determine if they are a potential match
Create audience segments using multiple criteria including behavior preferences demographics and lifestyle Prioritize firstparty
data over secondparty data and secondparty data over thirdparty data
Name segments according to a standard pattern Include contextual words or abbreviations to make it easier to find and share
segments with others
If possible use recency and frequency information to modify your segment definitions
Create a segment taxonomy classification schema like a hierarchy or folders that is intuitive
Examine the size of the audience Consider whether it requires immediate nurturing to grow
Determine if the segment is incremental to your existing or target audience If not modify criteria for inclusion in the segment
Document and share the why how overlap details and persona of the segment youve created
AUDIENCE NURTURING
Grow an audience by using audience or segment overlaps or lookalike models to increase size and scale of audience and reach
Capability Maturity
The minimum maturity level represents the most basic viable implementation Learn More
Type
Level
Description
Minimum Maturity Level
Minimal
We rely exclusively on lookalikes sourced from advertising
platforms
Recommended Maturity Level
Practicing
We use lookalikes from advertising platforms but also extend reach
through overlaps and curate some of our own lookalikes We do
some performance testing
Best Practices
To increase your business maturity for the capability implement the recommended best practices
Customer Guide for Retail
DataDriven Advertising
Create marketing programs that drive customers into the segment by encouraging or rewarding desirable behavior For example
offering a coupon for registering with a website or after watching a video
Run segment overlap analysis to find segments to identify segments with complementary audience attributes but low overlap
Use the results to update your original segment or create one
Use a lookalike feature or a data science modeling approach to generate lookalikes for the segment youve created Evaluate the
accuracy similarity versus scale incremental size of segment
Maximize reach by opting for a lookalike similarity rate under fifty percent if youre unconcerned with targeting precision For
increased targeting precision use a similarity rate of under seventy percent
Use marketing platform features an identity partners solution or data science modeling to identify more devices users in your
segment are likely to own Adding devices improves the likelihood of reaching or suppressing the desired segment
Evaluate the change in segment size each month to determine if extra nurturing is required
Use consistent testing to measure the incremental value of each lookalike
AUDIENCE ACTIVATION
Proactively target or suppress defined audiences in support of customercentric marketing
Capability Maturity
The minimum maturity level represents the most basic viable implementation Learn More
Type
Level
Description
Minimum Maturity Level
Emerging
Less than percent of our campaigns include audience targeting
Recommended Maturity Level
Practicing
About percent of our campaigns include audience targeting
Best Practices
To increase your business maturity for the capability implement the recommended best practices
List all marketing campaigns and initiatives
Identify which audiences should be targeted or suppressed
To set realistic expectations examine the match rates with the marketing platforms and partners where the segment is activated
If the estimated size of the matched segment population is low consider adding or activating more segments that dont have
heavy overlap
Depending on your campaign objectives and category monitor audience reach and performance daily or weekly
Classify and document each campaign initiative and audience using metadata descriptors
Keep documents updated to understand overlapping targeting audience targeting duplication
Measure the percentage of marketing campaigns and initiatives that use targeting or suppression
Create target percentages by quarter Include data showing progress in monthly transformation roadmap reviews
Report out monthly to senior marketing and executive leadership along with improvements in key progress indicators
