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Communicate Store Changes Solution Kit

Communicate Store Changes Solution Kit

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Communicate Store Changes
Salesforce Spring

salesforcedocs
Last updated November

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CONTENTS

Communicate Store Changes
Communicate Store Changes Workflow
Design Considerations
Configurations

COMMUNICATE STORE CHANGES

Build trust with your customers by keeping them updated on your store policies hours and any changes to locations

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

Engage with customers when you update store information to encourage safe shopping and avoid negative sentiment Use BC

Commerce data and Marketing Cloud tools to offer shoppers information about frequently changing store hours and the safest way to
shop
This solution kit helps you
Post an ad on social media with relevant store information
Advertise hours and options for shopping
Update open hours safety protocols and other store messages
Post to an ad network

Required Products
Marketing Cloud ProfessionalCorporateEnterprise Edition
Advertising Studio with Audiences and Campaigns

Communicate Store Changes

Communicate Store Changes Workflow

Optional Products
Journey Builder

BC Commerce

Interaction Studio

Implement This Solution
Communicate Store Changes Workflow
Learn how data flows through the configurations to communicate store changes
Design Considerations
Keep these design considerations in mind when you communicate store changes
Configurations
Use these Advertising Studio and Journey Builder configurations to communicate store changes

Communicate Store Changes Workflow
Learn how data flows through the configurations to communicate store changes

Communicate Store Changes

Communicate Store Changes Workflow

Workflow

Communicate Store Changes

Communicate Store Changes Workflow

Communicate Store Changes

Communicate Store Changes Workflow

BC Commerce Path

An external system retrieves the stores data from a data system

The latest store status data from the external system is imported into BC Commerce

The customer visits the stores website

BC Commerce checks if the customer has a store ID in their cookies a preferred store location in their profile or geolocation enabled

A banner or ad is presented to the customer when the correct store has been identified

The customer sees the banner or ad on the stores website

Marketing Cloud Path
An external system retrieves the stores data from a data system
The latest store status data from the external system is imported into Marketing Cloud
Marketing Cloud builds segments using Data Extensions

Marketing Cloud publishes audiences or sends an email push or SMS message

If Marketing Cloud publishes audiences then the external system creates an ad to target subscribers via social media

If Marketing Cloud sends an email push or SMS message the customer sees the content in the email push or SMS

After the ad has been created the customer sees the content on social media

Alternative Solutions
Marketing Cloud Personalization formerly Interaction Studio
Learn how data flows through Marketing Cloud Personalization to communicate store changes

Communicate Store Changes

Communicate Store Changes Workflow

The shopper visits the website
Marketing Cloud Personalization gathers information about the shoppers geolocation upon page load

A Marketing Cloud Personalization web or segment or both determines that the shopper is in an area that has local store changes

A Marketing Cloud Personalization web campaign displays content such as a banner regarding store changes on the website

Communicate Store Changes

Design Considerations

Marketing Studio uses a Marketing Cloud Personalization segment to display dynamic content in an email
Functionality Considerations
License Marketing Cloud Personalization to use the JavaScript beacon and site map
Use Marketing Cloud Personalization Web Campaign Targeting and Experience Rules to shape content including targeted web
campaigns
Use Marketing Cloud Personalization OpenTime Email Campaigns to shape email content

Related Content
Review this solutions use case and purpose
Communicate Store Changes on page
Take the next steps in this implementation
Design Considerations on page
Configurations on page

Design Considerations
Keep these design considerations in mind when you communicate store changes

Best Practices
Display consistent local store policies and pickup locations street mall and so on across all communications sites bots and emails
To set up scheduling for appointment shopping refer to the Scheduling Appointments Solution Kit

Key Considerations for Marketing Cloud
Use Advertising Studio to create your audience or Journey Builder to create both the audience and the advertising campaign
Journey Builder
Supports creation of ad audiences for Facebook Google Ads LinkedIn Twitter and Pinterest
Supports creation of ad campaigns for only Facebook
Allows you to target subscribers on a repeated schedule
Use a query activity in Automation Studio to automate the flow of data into the audience or Journey Builder
Set up refresh schedules for the audience so that the same audience doesnt receive the same ad for an extended period
Customers that exit journeys remain in the associated Advertising Audience The contacts matched in this audience see advertisements
until the campaign ends or its retention period expires Manage the length of a contacts advertising exposure in the Journey Builder
configuration view In the campaign activity set the Retention Period to Days contacts will be retained Enter day or more
You can also use Advertising Studio to display relevant messaging in the following cases
An existing customer searches for a brand keyword on Google You can show them a relevant ad in the search results with a tailored
message

Communicate Store Changes

Design Considerations

An existing customer searches for whitespace keywords on Google You can show them a relevant ad in the search results with a
tailored message
For more information see best practices when using customer information for a custom audience
Whenever possible use a unique identifier and soft identifiers Soft identifiers increase audience match rates

Email Mobile Push or SMS

An alternative to Advertising Studio is using Email Mobile Push or SMS to directly communicate store messaging with your subscribers

Determine the targeting criteria For example

Subscriber ZIP code

Subscribers favorite store
Last store purchased in
To store the data you decided on in the previous step create a sendable data extension Include the relevant key to the channel you
plan to use For example use SubscriberKey for the email channel

Send an email mobile push message or SMS using the data extension created in the previous step If using email as the channel

ensure that the email classification is Marketing or Commercial or both

Performance and Scalability Considerations
Refer to Journey Builder Best Practices for Journey design and implementation

Limitations and Guardrails

The network receives the audience from Marketing Cloud and makes it available in their UI in the following periods Each network has

its own audience processing time
Facebook hours
Google hours
Twitter hours
Journey Builder injects subscribers into the campaign on an hourly schedule

BC Commerce Considerations

You can alert shoppers to store reopenings with a banner on your site
To implement this solution

When a customer places an order capture the stores ID in a cookie Include a custom attribute of the customers profile if theyre

logged in Storing the ID in a cookie lets you tell the customer that the store is reopening without logging in Storing the customer

profile provides the same information when the customer visits the site on another device that doesnt contain the cookie

Implement logic to check for the ID Any visitor who returns to the online storefront sees a banner showing them that their store is

reopening If the logic doesnt find the ID you can use geolocation Save each stores open status in a custom attribute of the Store

object
In the banner link to the store details page for that store so the customer can review store hours and any other store details

Communicate Store Changes

Configurations

Related Content
Review earlier steps in this solution
Communicate Store Changes Workflow on page
Take the next steps in this implementation
Configurations on page

See Also
Automation Studio
Automation Studio Activities

Buy Online Pick Up in Store BOPIS Solution Kit

Create a Data Extension
Journey Builder
Journey Builder Advertising Campaign

Configurations
Use these Advertising Studio and Journey Builder configurations to communicate store changes

Communicate Store Changes

Configurations

Advertising Studio Configuration
Advertising Studio Audiences lets you use CRMfirstparty data from Marketing Cloud to target digital advertising campaigns You can
target campaigns across Facebook Google Twitter YouTube Google Ads Pinterest LinkedIn or Instagram

To target campaigns you can use partner networks such as Salesforce DMP LiveRamp LiveIntent Viant and Neustar

This configuration is easier than the Journey Builder configuration and involves Advertising Studio Marketing Cloud and your social
media platform
Initial Setup
Authorize the customers advertising accounts in Marketing Cloud to send audiences to their desired network
Set Up the Data Extension in Marketing Cloud
Determine how to target subscribers
Consider using one of the following criteria

Subscriber ZIP code

Subscribers favorite store
Last store purchased in
To store the data that you decided on in the previous step create a data extension Include the email address column with the email
data type even if its blank Other data considerations
To avoid long processing times limit the number of columns in tables and remove any unnecessary data Include only the columns
you are matching
Use the appropriate data type and field length Avoid field lengths of more than characters

When including a phone number include the country code For example for the US

Note You can provide the data to determine the criteria Use a custom file drop an automation studio query activity that reads
the data and filters the list of subscribers or a manual filtered data extension
Create an Advertising Audience in Advertising Studio
Create an advertising audience Provide a name and the social media platform you want to target Select the onboarding partner if
applicable destination and ad account
Select the data extension that stores the data that you decided on in the previous step Map the audience identifiers Select the data
origin userprovided only partnerprovided only or both
Note Map at least one identifier for the audience to match
Select whether to manually refresh the data or if you want to schedule the refresh
Note If reusing the audience set it to refresh on a schedule
Activate the audience
Note Allow hours for the audience to process with Facebook For Twitter allow hours After this period you can use
the audience in your social media platform with targeted advertising To refresh the audience schedule the automation to
refresh immediately after the underlying data
Link the Audience to the Advertisement in the Social Media Platform
The audience populates in the destination network The customer or agency is free to use it within their media campaigns for targeting

Communicate Store Changes

Configurations

Note The network receives the audience from Marketing Cloud and makes it available in their UI Each network has its own

audience processing time
Facebook hours
Google hours
Twitter hours

Journey Builder Configuration
This configuration involves Advertising Studio Journey Builder and Facebook Set up the audience advertisement and the campaign
in Journey Builder
Note This advertising campaign configuration supports only Facebook
Initial Setup
Set Up Advertising Authorization in Marketing Cloud
To send audiences to the desired network authorize the customers advertising accounts in Marketing Cloud
Set Up the Data Extension in Marketing Cloud
Determine the targeting criteria
For example

Subscriber ZIP code

Favorite store
Last store purchased in
Create a sendable data extension to store the data from the previous step Include the email address column with the email data type
even if blank Other data considerations
To avoid long processing times limit the number of columns in tables and remove any unnecessary data
Use the appropriate data type and field length Avoid field lengths of more than characters
All data extensions used for audiences require an email and email data field type even if left blank

If including a phone number include the country code For example for the US

Choose a way to provide the data to determine the criteria
Custom file drop
An automation that reads the data and filters the list of subscribers in a query activity
Manual filtered data extension
Create a Journey in Journey Builder
Create a journey with the data extension containing the storespecific subscriber data as the entry source
Add an Advertising Campaign Activity in Journey Builder
Add an Ad Campaign activity to the journey and configure it Provide the name social media connection origin of data and the
retention refresh period for the audience
Set up the creative for the advertising campaign
Set up the campaign information
Activate the Journey
Set up the schedule for the journey and activate it

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