Review Merchandiser Tools and Features

Learning Objectives

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

Explain how the B2B Commerce and D2C Commerce templates improve site development and shorten time to value.
Explain how the new B2B and D2C components impact the user experience.
List the search components that differentiate the Commerce app search feature from competitors.
Describe how merchandisers manage products in the Commerce app.
Explain the relationship between buyers, buyer groups, entitlements, and price books.
List the promotion types merchandisers can set up in the Commerce app.

Taylor Givens, an Ursa Solar Major merchandiser, is focused on presenting the right products to the right buyer at the right time and at the right price. Taylor appreciates the Commerce app’s easy-to-use interface and merchandising tools that help him transform B2B and D2C stores into swiftly moving revenue streams.

Taylor’s favorite Commerce app tools help the Ursa Major Solar B2B and D2C stores succeed in these areas of ecommerce specialization.

User experience
Search and recommendations
Product curation
Buyer management
Pricing
Promotions

User Experience

Taylor knows that crafting an easy-to-use and engaging online experience involves consideration of several elements. The customer experience includes everything from site branding, to how customers place orders, select shipping, and make payments. After months of using the Commerce app, Taylor has formed strong opinions about the app. And it’s all good.

Here are a few of Taylor’s favorite UI tools and features.

Page Templates

Commerce app page templates include:

Commerce Page Templates
Home	Order Confirmation
Cart	Order Lookup
Category	Order Summary Details
Checkout	Order Summary List
Login	Payment Processing
My List	Product Search
My Profile	Split Shipment

Each template is intelligently designed and responsive. The templates are built on best practices and contain only the best user experience approaches. Each template comes with a set of standard components and customizable layouts. Taylor likes that the page templates offer modern web design, are responsive, easy to customize, and make page creation a breeze.

Site Branding

Taylor says, “The Commerce app site branding tool is brilliant.” With Salesforce Commerce, site branding is automated. You provide the URL to your business website, and the Commerce app designs the store template pages to match your brand. Like Taylor said, it’s brilliant.

A screenshot of the Commerce app site branding feature.

Commerce Components

An essential part of Taylor’s Commerce app UI strategy is using Commerce components. Components are custom HTML elements built for the Salesforce Lightning Platform, following modern web standards like HTML, CSS, and JavaScript. The efficiency of Commerce components comes from their lightweight framework, which leads to enhanced performance.

Taylor uses components to drive user engagement and improve sales and transaction efficiency. He’s excited about the newest set of components. In fact, he thinks they’re—you guessed it—brilliant.

Component	Description
Carousel Component	Use the Carousel component to visually showcase content on your B2B and D2C stores. Choose between two visual styles: the slider style, ideal for displaying single page-width items like banners, and the reel style, perfect for showcasing multiple repeated items such as product recommendations.
Social Links Component	Integrate links to popular social media platforms into your store with the Social Links component. This versatile component automatically recognizes and displays the logos of many social media sites (such as X, Facebook, Instagram, and more), making it simple to connect with your audience across various platforms.
Order History Component	Help your customers track their purchases with the Order History component that features product images. Customers can view their order history and filter results for a selected time frame.
Checkout Summary Component	Display the cart summary, promotions, and cart items in a dynamic component that expands and collapses on mobile. Available for D2C stores only

Commerce Cart and Checkout Services

Taylor knows that an easy checkout experience minimizes the number of abandoned carts and increases revenue. That’s why he’s thrilled with the commerce cart and checkout services. He can quickly configure checkout services for a site and offer customers a streamlined checkout experience that includes precise pricing, a cart summary, and shipping details.

The Commerce app cart summary.

Here’s a summary of the cart and checkout service features available to both B2B and D2C sites.

Service	B2B	D2C	Description
Add-To-Cart Message	X	X	Keep shopping flowing and your customers engaged with a simple add-to-cart message. The message lets customers know they’ve successfully added an item to their cart so they can continue shopping.
Cart Summary	X	X	Show the precise price breakdown in carts so shoppers know exactly what they’re paying for.
Guided Flow	X	X	Make it easier for shoppers to complete their purchases with a guided flow and a dynamic cart summary displayed at checkout.
Estimated Delivery Dates	X	X	Keep customers informed by offering shipping options with estimated delivery dates at checkout.
Coupons at Checkout		X	Offer shoppers the ability to enter coupons during checkout for more options and incentives to complete their purchases. Available for D2C stores only
Automated Shipping Setup with Salesforce Checkout		X	Simplify shipping for your customers with Salesforce Checkout for new D2C stores. It uses the Salesforce native shipping service, which includes a default shipping profile. The shipping profile uses a shipping zone based on your store’s default ship-to country, a free shipping rate, and shipping processing time.

Here are some other checkout features that impress Taylor.

Customers can log in to your store without losing their cart.
You can create split orders that support shipments to multiple locations or fulfill an order from multiple locations.
Customers can place large orders.
Your store can enforce coupon redemption limits.

Search and Recommendations

As a merchandiser, Taylor is responsible for designing, implementing, and managing the B2B and D2C Store search strategy. The primary goal is to make it easy for buyers and shoppers to find the products they want and products they didn’t know they want by returning intelligent and relevant search results.

Salesforce Commerce search is more than just simple keyword matching. It incorporates advanced search capabilities that enable your customers to filter and refine their search results based on their criteria. What makes Commerce search so effective? It’s configurable and it uses Einstein.

Configurable Search

Search filters enable buyers and shoppers to search for products based on their search criteria. Commerce supports these configurable search entities.

Searchable fields: Product fields that are set as searchable.
Search results filters: Searchable product fields that are used to refine and narrow search results.
Sort rules: Rules that determine how search results are listed.

Einstein Search Settings

With Einstein search suggestions, customers see relevant search terms before they finish entering their own. Relevance is based on a customer’s recent search history and the popular search terms similar customers used. Customers see search suggestions when they click the Search field and as they type in a search term.

Einstein Generative AI

Commerce Einstein generative AI enhances merchandising tools that personalize the customer shopping experience by automating product discovery on your storefront. When you enable Commerce Einstein, it gathers client- and server-side customer activity on your storefront. Commerce Einstein uses these metrics as real-time input for personalizing the shopper experience.

Product Management

Salesforce Commerce provides all the necessary tools for Taylor to effectively organize and manage products. These tools include:

Products Editor: The Products Editor allows for editing product details, assigning product media, and managing related product entities.
Categories Editor: The Categories Editor enables the addition and deletion of categories, editing of category details, and assigning media and SEO URLs.
Product Descriptions: Product descriptions can be created and revised for products in English or multiple languages.
Product Fields: Product text fields are revised for multiple products at once.

Overall, these tools are designed to streamline product management processes, drive sales, and enhance revenue growth for businesses.

Buyers, Buyer Groups, Entitlement, and Price Books

Taylor knows that a key element of a successful B2B business is the buyer engagement strategy. With the Commerce app, he can use the buyer, buyer group, entitlement policy, and price book objects to configure a compelling buyer strategy.

For example, the Ursa Major Solar strategy is configured to:

Offer incentive tiered pricing.
Offer buyer-specific pricing.
Limit access to some products and prices based on negotiated contracts.

Here’s a quick description of the Commerce app buyer, buyer group, entitlement policy, and price book objects.

Object	Description
Buyer	An individual or entity that makes purchases through the store.
Buyer Group	A way of categorizing and organizing buyers based on common characteristics or preferences.
Entitlement Policy	A method of grouping buyer groups and products to define which products a buyer group can see and at what prices.
Price Book	An object that contains information about the prices of products or services offered, including standard prices, volume discounts, and other pricing variations.

Together, these objects help businesses tailor the purchasing experience for different segments of their customer base.

Deliver Personalized Customer Experience Using Data Cloud Segments

Personalize your customers’ shopping experience by combining the power of Data Cloud segments and Commerce buyer groups. Create shopper profiles using a wide range of customer data available in Data Cloud, and deliver personalized shopping experiences to your customers. When using data-segment–based buyer groups, you can also show targeted content and tailored promotions for buyer groups.

Promotions

Just like Ursa Major Solar’s solar panels provide energy from the sun, a promotion helps provide a steady stream of revenue for your business. Taylor thinks of them as that little jolt of energy that helps to fill customer carts.

From discounts and bulk pricing to loyalty programs and bundled offers, the Commerce app has click-based tools to set up and deploy promotions that engage customers and drive sales. The Commerce app enables marketers and merchandisers to manage campaigns, promotions, product catalogs, inventory, and pricing all in one place, at one time, across all your sites.

Here’s a list of the latest promotion tools that have Taylor celebrating.

Promotion Tool	Description
Smart Promotions	Use natural language processing and Einstein generative AI technology to quickly create promotions.
Promotion Template	Use predesigned templates to jump-start your promotions.
Shipping Promotions	Offer shipping promotions in your store to encourage customers to complete their purchase.
Flexible Promotion Segments	Associate a promotion segment with either a store or a buyer group. Plus, exercise the flexibility to update the Active, Commerce Promotion, and Automatic Promotion fields when the promotion is associated with a segment.
Promotional Pricing Highlights	Help customers find promotional pricing on the Product Card component. Adjust the color of the text for extra flair.

Next Steps

In this unit, you learned how the Commerce app merchandiser feature set supports quick time-to-value with page templates, commerce components, Einstein generative AI search recommendations, easy product management, support for B2B buyers and D2C shoppers, and promotions generated with Einstein generative AI. Next, learn about developer tools.

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