Explore Campaigns and Experience Types

Learning Objectives

After completing this unit, you’ll be able to:

• List three ways to guarantee a campaign’s success.
  
• List the four experiences you can configure in a campaign.
  
• Describe the three promotion classes.
  
• Explain how qualifiers work relative to promotions and campaigns.
  

As an ecommerce merchandiser you’re likely responsible for presenting your company’s products in a compelling way, improving their conversion rate, and increasing the average order size.

It’s a significant job.

B2C Commerce is designed to help you create full-blown campaigns that provide engaging experiences targeted at specific shoppers for a scheduled period.

When merchandisers create a campaign, they typically focus on these campaign and promotion attributes.

• Audience
  
• Marketing sources (affiliates, email)
  
• Site promotion locations (homepage, category pages, checkout)
  
• Experiences
  
• Qualifiers
  
• Products or categories in each promotion
  
• Schedules
  

In this unit, you learn how campaigns and experiences work in B2C Commerce. In later units, you create qualifiers and promotions, and then use them to create a campaign.

What’s a B2C Commerce Campaign?

A B2C Commerce campaign contains scheduled experiences that you use to influence a specific set of shoppers. Experiences can be promotions, content slots, sorting rules, and keyword search sorting rules. Shoppers qualify for an experience. Experiences run within the campaign’s overall schedule.

Think about a spring sale campaign followed by a spring clearance sale campaign to push unsold inventory, and then a summer sale campaign, and so on. In retail, spring campaigns typically begin in January or February, and end in March or April. For example, a site that sells athletic shoes and sportswear uses a sports-related theme for each season, starting with spring.

• Spring: New spring running shoes, new spring athletic shorts and t-shirts, and baseball shoes
  
• Spring Sales: Marked-down inventory
  
• Summer: Hot weather walking gear, shorts and tank tops with a pineapple motif, lightweight hoodies, and tennis and rugby shoes
  

The campaign can target different shopper segments such as Loyalty Program members, and lapsed buyers.

You can schedule a campaign any way you like. However, there are a few campaign rules to follow.

• You create a campaign for a storefront
  
• You can’t share a campaign among storefronts
  
• A disabled campaign is inactive and not available to shoppers
  

Experience Types

Campaigns can contain multiple experiences. When you tie multiple promotion experiences to one campaign, you get a single view of all the experiences running at any given time.

While the focus in this badge is on promotion experiences, you can add content slots and sorting rule experiences to campaigns as well. It’s important, however, to know how those experiences fit within your overall campaign.

Here are some examples to consider.

Content Slots

A content slot is a preconfigured location on the storefront where you can showcase products, categories, content assets, static HTML, or product recommendations. A content asset can be things like text, images, a product carousel, or a marketing graphic. Content slots help you highlight products and engage shoppers.

For example, you can use the banner content slot on the homepage or a category landing page to introduce new products.

Sorting Rules and Keyword Search Sorting Rule

You use sorting rules to control the order in which products show on the storefront after a search or when viewing a category listing page.

You can bring certain products to the shopper’s attention by having them appear at the top. For example, configure a sorting rule or a keyword sorting rule. The sorting rule experience requires a category, while the keyword search experience doesn’t use categories. An experience can only have one keyword search sorting rule.

You can sort the search results with a single attribute or a weighted blend of multiple attributes.

Here are some other examples of how you can use sorting rules.

• Dynamic sorting rule: Best sellers sorting rule that uses revenue, units ordered, and conversion rate. Use this rule type to make sure that the best selling items are at the top of the search results list.
  
• Category position: A specific sort order for a category. Place popular brands at the top of the search results list.
  
• Search placement: Products with the highest relevance within a category show at the top of the list.
  
• Search rank: Brandon can rank certain products from high to low, so the higher ranked products are at the top of the search results list.
  

You can also use Einstein Predictive Sort as a dynamic attribute to deliver tailored and relevant search results to shoppers via predictive AI.

Promotions

A B2C Commerce promotion is a set of rules that define how and when a shopper gets a discount, and the details of that discount. Here are the three promotion types (or classes): product promotion (1), order promotion (2), and shipping promotion (3).

Here are some examples of promotions.

• Product: 20% off Brand-X SuperSpeed running shoes
  
• Product: Buy one, get one half-off Brand-Y Xcel athletic shorts and t-shirts
  
• Product: Free baseball with a pair of baseball shoes
  
• Order: 15% off orders over $50
  
• Shipping: Free shipping on orders over $100
  

What's a Qualifier?

Before you create promotions, it’s important to consider how shoppers qualify for a promotion. Qualifiers trigger a promotion and can be coupons, customer groups, or source codes.

Shoppers can qualify for discounts or promotions in multiple ways. For example, they can:

• Receive a coupon code via email
  
• Be part of a targeted customer group based on attributes like demographics
  
• Qualify for a discount simply by navigating from an external affiliate source, such as Google
  

You can set multiple qualifiers for a promotion. For example, you can offer 20% off Brand-X SuperSpeed running shoes. Shoppers who are Loyalty Program members qualify when they enter a coupon code that they received in an email.

Build a Playbook

A campaign is more than a configuration of products and discounts. It’s a complete program that you design and implement. Campaigns can include graphics, timelines, products, categories, marketing sources, and storefront page locations. And where exactly do you place your campaign assets?

One approach to managing a campaign is to create a playbook. Here’s an example for a Spring campaign. Take a few minutes and get familiar with the playbook. We use the playbook as a guide to build the campaign, and its promotions in the remaining units in this badge.

What's the Process?

Campaigns can have many components and can get out of hand quickly, making them difficult to manage. To help you avoid catching campaign fatigue, follow this recommended basic process.

1. Create the qualifiers.
   
2. Create the experiences.
   
3. Create the campaign.
   

These steps help you keep your campaigns in check, so you keep all the parts in order and targeted to your merchandising goals.

Next Steps

In this unit, you learned about B2C Commerce campaigns and experiences. You also explored a campaign plan, which focuses on promotions and qualifiers. In the next unit, you create qualifiers for a campaign.

Resources

• Trailhead: Salesforce B2C Commerce for Merchandisers
• Help: Working with Slot Configurations
• Help: Text Relevance
• Trailhead: Smarter Search with Commerce Cloud Einstein