Commerce & Coffee: Mastering Ecommerce Essentials

Transcript

So thank you, everyone, for joining us today. Hopefully you’ve had a chance to join us at one of our webinars on Adobe Connect. But if not, welcome. This is a new platform for us this year and we’re excited to be hosting today’s conference and coffee here until we connect. So today we are going to be talking about Mastering eCommerce essentials. And as I mentioned, we’re on Adobe Connect today, so we might have a couple of Kinser unexpected surprises, but we appreciate your patience and hope that you enjoy the new format. So Conferencing Coffee is an ongoing webinar series featuring Cory Gelato, and we’ve designed it to be interactive. So we encourage you to ask questions in the questions box throughout the presentation. It’s going to kind of float around your screen depending on the view, but you type them in there and we’ve set aside the last 10 minutes or so for Q&A and we’re going to do our best to answer as many of those as we can. I also want to quickly mention a couple of housekeeping items before we get started and see them on your screen there. We will be recording this webinar to be viewed on demand and shared with other members of your team. You will get a recording of the event in an email from us tomorrow afternoon. I would also like to point out that at the top of your screen there’s a black bar with an icon of a hand on it. So being in there you can drop down and find different actions that you can utilize throughout the presentation. So if you like what you see, feel free to applaud, laugh like and so on. But we’d love to see your engagement. So definitely we encourage you to utilize that new feature. I do also want to mention that on the next screen there is a handout available for download. Cory put together a bunch of resources for you, so be sure to download that and use it as needed. And as we’re closing out the webinar, we have a few survey questions that are going to pop up on your screen. If you could take an extra minute to fill that out. Promise I won’t take more than that. It really helps us to make sure that we’re meeting your expectations at these events. So with that, I’d like to introduce myself. My name is Ilana Cohen, and I’m the senior digital events manager for our Customer Success Strategy team here at Adobe. I’ve been with Adobe for a little over five years now and spent the last three of those years organizing and hosting these events for you guys, our customers. And then prior to my time on this team, I spent two years working with Adobe’s Advertising Cloud customers and before that I spent many years at different advertising and media agencies around New York. But I’m excited to be here now hosting events like this for you, all our customers. And if you have any questions or comments about today’s event or any of our customer exclusive events, please reach out to me. I would also like to introduce to everyone, hopefully you all known, but Cory Gelato, our senior commerce strategy consultant, who I’m sure like I said, many of you know, Cory brings a ton of experience to us. And Adobe, he’s got over 16 years. We might be close to 17, 24 years of experience in ecommerce, advising merchants across a variety of different industries. Almost all this time has been with Adobe Commerce or formerly Magento. So he is the one that we all want to hear from at these sessions. Corey does strategize directly with customers to ensure that they’re maximizing what Adobe Commerce has to offer, So we are lucky to have him here with his expertise as a mainstay at our commerce and coffee events. So with that, let’s jump into today’s gender. All right. Okay. So today’s agenda, it’s pretty straight forward, as usual, with the format of our commerce, with all the events. We will kick it off with the presentation. And then Corey is going to jump into the demo and we’ll finish up with Q&A, as I mentioned. So with that, I’ve spoken enough. I’m going to kick it off to Corey to start the presentation for you. Awesome. Appreciate that. And welcome, everybody. I love it. I love the the topic of today. And General, just what we’re thinking about with different types of trends and what’s going on in the ecosystem. So there’s a bunch that I want to kind of walk through today when it comes to thinking of different types of things that mastering ecommerce and essentials to ecommerce, etc… A lot of the time today is going to be built in to really kind of mainly the demo portion. So I’m going to try to go through slides pretty quickly. We don’t have too much content today, but I do want to cover kind of pillars of of what is essential to ecommerce. So you’re thinking of your product catalog, your customers, your buyers, you know, anything with marketing, promotions, etc. and we’ll kind of walk through each of those in just a few minutes. Corey I don’t want to cut you off, but no worries. One final question before we get started. I almost forgot that, but definitely want to get some input here from from everyone before we get started. So let us know. How often do you refresh your category merchandizing strategy Strategy is that quarterly buy annually, annually, irregularly. Like you have no specific cadence or number to let us know how often you do that? It’s a mixed bag here. It seems like it’s a very mixed bag, but a lot of people, majority are saying irregularly, so not on any specific cadence. So that is really good to know. Awesome. All right. I’m going to end the poll and then Corey will get right back into this slide. Yeah, no, I appreciate that. So, I mean, with that poll, too, I think it’s a good call. There’s not any in all of my conversations I’ve had with merchants in various industries, various target audiences, in various sized catalogs, etc., I usually kind of have that same answer. It’s there’s no specific timing, though. Those in more of the direct to consumer side, they go, well, right before our peak season, right before peak seasons, we kind of go into that that realm. So where we’re actually making modifications. So it might happen once or twice a year or when we get new product. So let’s talk a little bit about merchandizing and product. So in ecommerce, effective merchandizing can significantly impact sales, customer satisfaction and brand perception. It influences the customers journey from discovery to purchase and can enhance the overall shopping experience. Merchandizing rules are guidelines or criteria used to determine how products are displayed and recommended and promoted on a website or app. We share machine learning algorithms, or I can analyze vast amounts of data to understand customer behavior preferences and trends. By combining merchandizing rules with machine learning, Adobe Commerce can personalize product recommendation based on individual customer experience. Machine learning algorithms through Adobe Sensei can identify patterns in customer behavior such as browser history, purchase history, and interactions to deliver relevant and targeted products to suggestions. This personalized approach enhances the customer experience by offering tailored recommendations that align with their interests and needs, increasing the likelihood of conversion and repeat purchases to benefits of combining merchandizing rules and machine learning. Think about it in this way Personalized recommendations lead to higher engagement in conversion rates for sure. Relevant product suggestions Improve the overall shopping experience and customer satisfaction automation of merchandizing processes using machine learning reduces manual effort and improves efficiency as a business operation. Machine learning generates valuable insights into customer behavior and preferences, enabling data driven decision making for merchandizing strategies. Now, if we take this step into this where we have to get folks to the site and even when they’re on site, to what does that exactly look like? What are we doing when they get there? What are we doing to get them there? Marketing and promotions are essential elements of any successful e-comm strategy, whether targeting consumers or businesses. So B2C or B2B. These strategies encompass various tactics to attract, engage and retain customers, driving sales and fostering long term relationships. B2C marketing focuses on reaching individual consumers and addressing their needs, preferences and buying behavior through personalized campaigns. B2B marketing targets businesses and emphasizes building trust, showcasing value propositions, and facilitating efficient purchasing processes. Promotions include discounts, special offers, coupons, free shipping and limited time deals aimed at incentivizing purchases and driving conversions. Effective promotions can create really that sense of urgency encourage impulse buying and attract new customers or retaining existing ones. While loyalty programs really think of this as they reward customers for repeat purchases, referrals and engagement, fostering that loyalty and increasing customer lifetime value. Benefits of loyalty programs may include exclusive discounts, early access to sales, VIP perks and personalized recommendations. Utilize multiple channels such as social media, email marketing, search engine optimization, SEO paid advertising and content marketing to reach and engage your target audience or audiences. Each channel serves a unique purpose in the customer journey from awareness and consideration to conversion and retention. Use key performance or KPIs such as conversion rates, customer acquisition, cost, return on ad spend and customer lifetime value to evaluate marketing effectiveness and continuously analyze data test strategies and optimize campaigns to maximize our way and achieve business objectives. So content management plays an extremely pivotal role in driving customer engagement and building that brand loyalty, trust and enhancing SEO performance for both B2C and B2B. Engaging content such as product descriptions, blog posts, videos and infographics, educates and entertains customers, keeping them interested and informed. Interactive content like quizzes, polls, UGC, or user generated reviews encourages active participant and fosters a sense of community. Consistent and high quality content. Reinforce sprint identity values and messaging, establishing a strong emotional connection with customers and buyers. Educational content that addresses customer pain points, provides solutions and offers valuable insights positions the brand as an authority and builds that trust fresh, relevant and optimized content. Improved search engine visibility, driving organic traffic and enhancing website ranking on search engine results pages content that incorporates targeted keywords, better tags, all tags and internal linking strategies boosts SEO performance and increases the chances of being discovered by potential customers and tailoring content to specific needs, preferences and buying behaviors of B2C and B2B audiences enhances relevance and engagement. Personalize product RECs, content, recommendations, and email campaigns based on customer data and segmentation, improve conversion rates and customer satisfaction. Track key metrics such as peer review, time on page bounce rates, social shares and conversion rates to evaluate content performance and ROI, and use analytic tools and AB testing to identify successful content strategies and optimize future. Be prepared to pivot when it’s needed Payments and payment options or payment services play a critical role as well in enhancing the customer experience and driving conversions for both again, B2B and B2C offering Buy now pay later Bnpl options such as installment plans or deferred payment options can attract customers who prefer flexible payment solutions. Bnpl options reduce upfront costs for customers, increased purchase affordability, and can lead to a higher average order value and conversion rates. Providing free shipping incentives either through minimum order thresholds or promotional offers can reduce cart abandonment rates and incentivize purchases. Free shipping is a key factor in customer decision making, and it can contribute to improved customer satisfaction and loyalty. As some of these stats are showing you, it is a very, very big and key thing that customers typically look at in the direct to consumer space. B2B e-commerce platforms should prioritize service offering tailored to business customers such as bulk pricing, volume discounts and customized quotes, streamline ordering processes, account management tools and dedicated customer support, enhance the B2B purchase experience, and offer a variety of payment methods B2C and B2B, including Credit, debit cards, digital wallets, bank transfers, and alternative payment options to accommodate diverse customer preferences. I’ll walk through some of this shortly for payment options, but there are quite a few that are built directly into the platform that we’ll kind of talk through to customers. Right? You’re customer engagement is the cornerstone of successful ecommerce strategies for both B2B and B2C. Fostering loyalty advocacy and repeat purchases. Implement loyalty programs that reward customers for repeat purchases, referrals and engagement with exclusive discounts, reward points and personalized offers. Loyalty programs incentivize customers to stay loyal to your brand, increase retention rates and boost customer lifetime value. Encourage customers to share their experiences, reviews, and testimonials through UGC on social media review platforms and your website. UGC enhances authenticity, builds trust with potential customers, and serves as a valuable social proof that influences purchasing decisions. Leverage, data analytics, customer segmentation and personalized recommendations to deliver tailored experiences and product suggestions based on individual preferences and behaviors. Personalization improves customer satisfaction, increases conversions, and fosters long term relationships by showing customers that you understand and value their needs. Create a seamless omnichannel experience across multiple touchpoints, including website, mobile app, social media, email campaigns, and physical stores, if applicable. Consistent messaging, branding, and customer support across channels. Enhance engagement and provide customers with a cohesive and convenient way of shopping and their shopping experience. B2B engagement strategies focus on building strong relationships, providing personalized account management, and offering value added services such as product training, industry insights and support resources. Foster open open communication, transparency and responsiveness to address the unique needs and challenges of B2B customers and clients. Collect customer feedback through surveys, reviews and customer support interactions to gain insights into areas for improvement and identify opportunities to enhance the customer experience. Use this feedback to iterate on strategies, product offering, and services that align with your customers and buyers needs and drive that satisfaction centered around everything else. As this last pillar of everything that we’re going to kind of think about, we’re walking through today and more of this essentials aspect is the analytics and reporting. Ultimately, if you don’t have that data, there, how can you think of your customers? How can you think of your products and what that strategy might look like? How do you define and design your content and your different ways of your workflow? How are you supposed to market? How are you supposed to figure out which promotions really work and kind of push the envelope with your customers or your buyers? So as you kind of take that step back, think about your analytic tools, think about your reporting. How often do you look at that? What are you kind of looking through as that that goes forward? And with that, we have one more poll. So, Alana, I’ll push this back to you for that. I will say as one caveat for this poll, and I said it yesterday to the group as we were getting prepared for the webinar, this actually will dictate some things that I will demo today. So keep that in mind as you kind of thinking about answering his phone. Alana, let me turn this to you. Sure thing. I will all be sure. The poll is what challenges do you face in implementing personalized experiences and promotions? Data collection and analysis. Lack of suitable technology slash tools, limited budget or resources, Understanding customer preferences or integration with existing systems. I’m going to leave this up for a moment, and I’m also kind of laughing. Corey, You might just have to demo everything because. I know everything is going to even. Yeah, it is quite evenly split. Yeah. All right. I’m I’m going to give it one more second. I would say the leading now, it changes every couple of minutes here. Probably the top things are data collection and analysis, lack of suitable technology and tools and integration with existing system. So I’m going to end the poll there and let’s go with those. But of course, if you have time, feel free to cover all of it. So over the demo. Corey Perfect. Okay. Just let me know when you can see my screen. Alana England Moments Loading. There you go. Okay, Perfect. Well, definitely. I kind of figured we were going to get a mixed response there. And to be honest, it wasn’t too fair of a call because almost everything kind of related to each other, which makes a lot of sense. I think at the end of the day, as I walked through all of those slides, the one thing that as I was thinking about this and as we were putting together the webinar, everything works together. It has to. Getting a customer to the site, your products, your catalog, how you’re presenting, who your customers are that are all part of it. They’re all part of this engagement, They’re all part of what you’re being able to deliver, whether it’s products, whether it’s services, whether it’s B2B. So let’s set the stage. LUMA You guys hopefully have seen it in the past of enjoying commerce and coffee, but Luma is my fictitious brand that I have and my brand we focus on fitness, and with fitness we focus on runners, we focus on yoga and we focus on weightlifters and obviously just generally fitness enthusiasts. So as you can see here, Kate Smith, she’s logged in right now, she’s registered and I have a curated experience for her. So this is going to touch a little bit on content, not going to go too deep into personalized content. Today we do have some other webinars that we’ve done previous that does focus on that. I want to go more into the basics of things. I want to go into certain areas where I think are often missed that are the most simplistic areas to think about when you are setting up your catalog. So I’m going to show you a few different I’m not sure you’re incognito. I’m going to show you Kate’s here. I might go into my own that I have designed, etc. because I do want to show you the differentiated experiences that are very, very simple level that is not too in-depth. That’s kind of what I’m doing. So my brand, again, that’s kind of what I’m looking at right now is the different aspects. But I want to walk through something specific on the AB inside first. So the merchandizing, So I’ll start there. We honed in on that for merchandizing. So products and categories with your products and your categories. The first thing to think about is your product data set, right? So my product data set today and what you’re seeing is going to be different than what you might have regardless B2B or B2C, your product data set is going to be different. With Adobe Commerce, you have that ability to do different types and to incorporate different types of data sets within your products. So your product taxonomy and what your products look like and how they’re designed, what they’re going to show from a front end perspective, regardless of that experience, is definitely critical and it’s important. So with mine and a few things that I just want to quickly walk through, I’m going to go into the product side. I’m going to actually show you some product attributes. It’s something that I typically don’t go this deep into, but I do want to at least kind of think about what this might look like. So I’m going to go in here. I’m going to actually pull up first my fitness one. These are two that I just created specifically for this demo. I wanted to do kind of this idea of creating categories that are based off of data points. So these fitness goals and fitness types is actually something from a front end side that my customers do not see visually. I am utilizing this from a smart attribute from a smart category side. So I’m going to show you what I mean in just a second by going into the actual category. But I’ll kind of show you just quickly what this attribute looks like. It’s a super straightforward attribute. And I came into show your product in my catalog of what this looks like to. But essentially fitness goal is this attribute type for product. And specifically what I’m looking for is I’m just noting strength training. Are you looking to lose weight? Is it health and wellness, etc.? And what I’m actually doing even farther into that is I am incorporating some advanced features. So I am showcasing certain things. I’m using this within my admin side so I can focus in on it. Storefront wise. What I do have incorporated here is I have what is noted as that. I want to use it in promo roles, but I also want to use this with my search as well. So with search and utilizing live search in my demo, I want this to actually show up and I do want to show this in a way or navigation if it’s applicable as well. So again, from a dynamic filtering side, which we’ll kind of talk through from a dynamic filtering side, I have this where it would showcase if somebody does and is looking for something more kind of honed in to that side. Now I want to show color to why I want to show color, even though it seems like it’s a really simple one is because for color wise, one of the things that I often see is from swatches. So when I do UX assessments on websites, I identify really quickly that swatches are a little bit more of kind of a default setting, right? So it’s the blue swatch, it’s a green swatch. Some of the things that you might not be aware of that’s available. And again, can enhance that customer engagement is swatches that are actually utilizing the, the, the product image itself. So the way that you can actually do that is by using the product image for the swatch if possible. So if you actually have an image that you have designed and that you’ve uploaded to your products or, you know, let’s say you just want to use one of your varying colors, one of your variant sizes, etc., wherever that looks like for your attribute that is used in that buildable aspect, you can absolutely bring that in and say that you’re going to use that as that image for Swatch possible. So I am using that here. If I go back to my front end for just a second, I’ll see if I can pull up, let’s say jackets here and just does that loading all kind of come back here for just one second? So with my colors I am using up a preview image. I am using that product image for Swatch. Again, if there is no image though, it will fall back to the default. So if it says black for instance, etc. basically if I have an image that’s uploaded that’s black, it’s going to show that if it doesn’t, it will fall back to this. So as you can see here, this is a really good example, right? So this is a black fitness jacket. And for the Montana wind jacket, you can see the black one here. So it’s not using the swatch itself because I have that available. Okay. So that is really kind of the attribute side. I don’t want to go too much deeper into it, but I think that it’s important to think about what this looks like now. Why is that relevant? Why did I want to show you guys that specifically from a fitness side and all that? What I want to do is within the categories. So as you’re thinking about your categories and how you can assign products and assign products in a quick manner, right? So outside of an importer, outside of a PIM solution, let’s say you’re Merchandizer, let’s say you are a merchandizer and you want to come into this and you want to effectively and efficiently create a category that is matching by a product data point, right? So we just created one that was focused towards fitness goals, fitness types, and I want to create or I want to essentially have this weightlifting, this, this specific category that I created before. I want the products in this category right now. I could see this if I did a visual merchandizer two ways to do this too. So I’m going to go through a quick I, I know again, we’re talking about essentials, so I do want to highlight this. You have two ways that you can look at this. You could do this by listed format or you can actually look at merchandise products or short products from a visual merchandizer as well. Now, I have two products in here right now. I go back to the front end for just a second and I’m going to bounce back and forth. Just bear with me what you can see here is these two products, This is specific towards that weight lifting category. But at some point, let’s just say I have more products that I’ve added and I want to include more products. So there’s the match product by rule. Now, I’m going to highlight this just for a second. I’m going to add a condition here. I want to show you that the two attributes that I’ve got, I’m looking for your fitness goal and fitness type is not shown any here. There is a before you get to that point. So first you do have to make sure an attribute is set that it will be able to be used in smart categories or into rule based. So that’s one point. But then you also, within your configuration, need to also identify that this is going to be part of this attribute list. So don’t worry, I’m going to go to this. I’m going to show you what it looks like. If you go to the store, you go to Configuration where you’re going to go to specifically around this is you’re going to go to your catalog and then you’re going to go to your visual Merchandizer your visual Merchandizer has visible attributes for your category roles. Essentially, what you see listed in here is only the options that you identified when you created that product attribute as an available option for this doesn’t mean it’s not going to show right away means you have to actually click on it once you get in. So we’ll do that right now. We had two of them. I want fitness goal and I want fitness type Perfect. So they’re right here. So what I’ll do is I’m just going to hold down on my command here. Shows fitness goal fitness type those are the two that I want and they’re going to save my config. Once I get back to my category page, I’m just going to do a quick reload so we can see this has been saved. I’ll go back in here, go to my quick category here. When I get to the category side, we’ll go back to where I wanted to essentially set this rule up now. So I want to go into the weightlifting category. And within the weightlifting category here is that products in category, again, we see the two, we have the water bottle with the duffle bag. What I want to match product by rule. So we’ll go back, will check that that’s I match products by rule. And to go back in here say condition now, condition wise, we’re going to say that we now want this going fitness state. So really cool. This is now shown in here because we’ve selected it. We’ve saved that configuration. So it’s here now. So what I want to show choose is first I want to do fitness goal. I’m actually going to add a second one here, which is that fitness type as well. I’m going to do an equal to for both of these. I also am going to say and keep this as or so meaning or is they do not have to have both of this. It’s either or. In this case, you can change this to end for the operator. You kind of equal to not equal or greater, greater than or equal to less than contains, etc… So in this case, I’m very specific what I want, what I’m looking for here. So I’m looking to incorporate my straight training products and also my weightlifting products. So super simple. These are the two that I want in there. So you can see obviously no products are coming into this just yet. You also see the warning that’s here. Only products match by rule will be present after save. So it’s calling this out. So if we go back in here, we hit save, give it a few seconds with the save. But essentially what we’re doing is we are assigning products automatically that do our found based off of that product taxonomy, that product information essentially that I have stored. Am I products? Again, one of the things I’ll actually show here, helping this up in a new tab, I do have products that are set. They have that information, they have this type of data. So if I went into, you can actually see I fit fitness type of fitness goal as two columns within here. Just again, the way that I manage my products, it’s good. It’s easy for me to see this very digestible. So I have weightlifting strength training. So I know when I go back to the category page, these products, these four or five that are here are going to show within there. So now if I go back to go products in category, we go back down here, we can see that we now have 11 products. The two products that were in there before the jobs duffle bag and the water bottle are no longer in there because they have not been found based off of the attributes that we’ve actually identified here. So, again, we can add additional conditions. We can do kind of whatever we like at this point. If we wanted to say, you know what, in the future I don’t want to matches by role, guess what? We can uncheck that. But the products that we identified already are already in here. We can go into this. We can manually start sorting this around. We could say, I want this product here, so forth, so on. So the products that have signed based on that smart attribute, you do now have the ability to do that. Also within this just as a note. So beyond the match products, by rule, you also have the ability to change some of your store options manually through here. Now, just a little nugget I’m going to show you guys and I way to do this because I think that the highway is definitely the way to go because as I kind of called before, the personalized type recommendations, I don’t mean that from just product recommendations. I do mean that with product ranking to within your category pages, that is a native capability within Adobe Commerce. Utilize through live search. So through Adobe Sensei you can absolutely merchandise your products based on one to what experience is one to many. So I’ll kind of highlight that in just a second, but that’s kind of your products, assignments, categories, etc… Again, you can add multiple conditions here. So if there was anything else that we needed to add, say there’s not one in here, remember, you can go back to that configuration, can add that into there. If you forgot to note that within the attribute itself, you can also make sure that the attribute is set to being able to be part of these rules as well. So you have multiple ways to kind of do that. All right. So we kind of walk through the ranking, walk through how to add products to the to to a category, I think everybody knows. But just in case, not a simple way to add price to category. There’s an ad products here. You could do this based off of SKUs. You could do it based off of seeing what you see here. You could filter this down as well. So if you have it applicable to filters, you can also do that. This way you can add products by SKU. Just basically do an individual. There’s a lot of different ways that you can add products. So if we said, you know, we also want to add just the joust duffle bag back into this, we could do something like that. You could see you could see 200, you could see a hundred products. How many you ever want to see here? And you basically can go into that and you can save that and showcase it that way. So you could say saving close, you can add another product just like that. So again, with that one that we removed before I can add it right back into it, if we wanted to go back and add that category rule, you absolutely could do that as well. One note I have I have had this question before with this rule. It’s not dynamic in the sense of if a new product comes in and it’s added and it has the attribute value of strength training or weightlifting, it doesn’t mean that it’s going to be automatically added to this category. It’s designed that way for a reason. Most merchants or in most cases you do not want a product automatically added. You want to have control over that from a business side. So you all you have to do is go back into the category, open and resubmit with that category rule checked, it will basically grab any new added products or any products essentially that have been removed from that type of value as well. All right. So with other merchandizing aspects, the other option that you have is through what I mentioned before, through live search. So I’m going into marketing, going into live search. So if you don’t have live search, install that. This won’t show up. But if you have live search install, like I said, this is part of the platform. It is a native capability. It’s not something that you pay extra for. It is native within the platform. It is just set up as a microservice. So you guys can go and you guys can download it. It’s native in there. So the one thing I’m going to go to specifically, I’m not going to go through search right now. I’m actually going to go directly to category merchandizing. So category merchandizing is that new cutting edge technology to be able to rank products based on user behavior. So this is stopping that like manual rank process that you have and implementing a way that artificial intelligence and machine learning capabilities actually enhance that experience by giving that 1 to 1, giving that one to many type of of behavior aspects. So with the fitness gear, one right, right now I have one that’s out there, I have most viewed, etc… And you can see it kind of across the board. It is set up as an intelligent ranking. Let’s say that we graded I only have 11 products in there, but let’s say that weightlifting one, I wanted to enhance this a little bit further. You have intelligent ranking. Again, this is based on that machine learning capability. You have the intelligent ranking that is recommended for you, most viewed, most purchase, most added to CART training, and also none. So none, which is based on relevance. And it would be essentially what you’ve already set as that manual sort. So if I went into this and let’s say that I search for something and I’ve purchased in the past one of the power acts that you see here, and a lot of she’s gone in and she’s done more of, let’s say, the push ups and so forth. So on her ranking when she gets this page might show differently. If I’ve sat there and I went to, I recommend it for you, actually. So this is that one that true 1 to 1 experience. It will augment, it will readjust products based on that specific user’s behavior in the past as well as their behavior today. So as they’re going through their journey, it’ll actually rate products specifically based on their now four most viewed, most purchased and most added to CART. It’s not going to get stale either, right? So this is more about popularity. One that is see what is across the board. People mostly viewing buyers, consumers, etc. mostly viewing, mostly purchasing and mostly added to cart and based off of that ranking products based through that. Now with that, why it’s not getting stale is because as you can see here, it actually states it within the last seven days. So that’s a really good amount of time, but it also isn’t too much time where things may get stale at a point in time. You’re trending one. So this is based on momentum across the site, so that’s viewed, etc., etc. And you can do this based off of three days. You can it based off of 14 days and 30 days. One of the really cool things here, I get this question a lot. Hey Corey, I want to do a recommended for you that is much more individualized, but I also want to have some sort of capability to paint a product somewhere or to bury a product or anything like that. So those that are familiar with live search, there is search merchandizing rules essentially. So this is mimicking that same functionality here. Where you can actually do is you can go into this and say, you know what, every time I want somebody to see this bench and I want them to see it as almost as if it’s going to be their first position product. So maybe I’ll say instead of the first one, I’ll do it as the position two. And you can see it’s moving that product around. So that means no matter what’s happening around this, it’s based off of that intelligent ranking. But this product will always show for myself, for Alanna, for Kate Smith, for John Smith, for etc. etc. It will show based on in that specific position that I’ve noted. So always show in position to everything else around. It will just be augmented based on that customer, that buyer’s behavior. Now you also have the ability to just simply boost a product. So this is stating that no matter what you want, that purchase show towards the top of that category. So it’s not search results, that category. Remember, we’re on the weight lifting category here. We want this to show closer towards the top. It doesn’t mean that it’s going to show in number one. It’s not going to it doesn’t mean that’s going to show number two, but it will be top of the ranking at least. But essentially what it’s going to do is will boost that product up. And even if we are doing, again, the individualize the recommended for you, it will showcase that now you can do multiple products too. So let’s say we said for the dual handle cardio bowl. We want that to be pinned and let’s say we just keep it in that position. We want to keep it in position five You can do that as well. Let’s say that we have decided that the adjustable on one bench we want to bury down. You can also bury the product down further into the list. You can see it’s actually moving towards the end here. And again, this is based on recommended for you. If we said rules viewed that sat last seven days, you’ll see products move around, products still moving around. It doesn’t mean, again, that those products are going to specifically move because we’ve pinned them, we buried them, etc… So this is that intelligent ranking. It uses the artificial intelligence aspect. So it doesn’t basically you have the ability to just allow something like this to kind of be set. I don’t like using the terminology often, but it is kind of a set it and forget it. Right? So the question before that you had was how often are you merchandizing your products? How often are you going in there and touching your categories? Well, if you have I was none sound. How is just letting your products do what they do based on customers actually interacting with them? That’s what artificial intelligence does and that’s what that ranking does here. So that was a lot of time on products and the ranking side. So I’m going to kind of pivot here. I’m going to go a little bit more into customer engagement aspect and management of customers and just to kind of talk through a few different things. So with my business, like I was saying before, one of the things that I have is I’ve incorporated yoga, I’ve incorporated weightlifting, etc. So I’ll get a little bit in the personalized content. I’m actually going to pull up incognito just for a second, just so you guys could see a little bit of a differentiated experience with my website. And again, those that have joined this in the past, you’ve seen my fictitious business, you’ve seen me kind of do these in the past a little bit, but I have a few different areas where I do essentially target my customers and what they’re doing. So here for for Kate, Kate, we know that she’s registered, she’s purchased yoga equipment in the past, so I differentiate that experience. So this is based on my customer data. It’s not based on, you know, arbitrary. This is what I’m thinking that this could be this is truly based on on Kate’s behavior and what she’s done in when she’s registered. What she told me that she’s interested in. So the two things that I’ll highlight immediately are high three, because you can see and Wall is the top rotator. Her banner that’s right here it’s basically calling out that she is a yoga enthusiast. So Kate loves loves yoga. And then her featured equipment, which is, you know, unlocking your potential. So I keep that status quo across the board, no matter who my target is, who my audience is. But my products are here. Those actually differentiate and change based on who’s showing up, who’s coming in. So same exact website. You can see your URLs are exactly the same. I’m just incognito here. This customer not registered, not logged in. I have no data on them yet. You can see sign up for an account today. They’re going to receive 24 points again versus what you saw with Kate’s. I’m just kind of scrolling a little bit back up there so you guys can see it. And then also the banner itself, because nothing happens until you move versus Kate’s, which is like the yoga like has that nice Palm Beach background. And you could see my featured products, featured equipment essentially is not specific. Some of it is does of yoga, but again, don’t know who this customer is. So I differentiate that experience based on my customer data. My customer attributes, my customer groups and my customer segmentation, essentially. So when I have a customer come in here and says, you know, yeah, I want to sign up for an account, I want to get that those, those reward points, essentially you have the ability to say what your fitness goals, etc… So let me take one step back there, just kind of see what I was doing there. Customer comes in, they go, You know what? I’m here. I want to create my account. I want to see what I can do here. Again, negative. Sign up for today, create account through here. Now, again, this customer, brand new day we have no data on and yet I don’t have any information on them yet and two ways that they could do it. So with segmentation, I can have customers just based on their behavior, based on what they viewed, based on what they purchased. That could be for business and registered customers. But I also and you guys can at the opportunity of registration, I’m an advocate of creating a huge, long elongated type of registration process, right. For me to be a little bit different for consumer base, you want to kind of keep it as simplistic as possible and also don’t force where applicable. Same day with B2B. To be honest, you don’t want to force that. They have to give you specific information if it’s not required. So that just kind of as you’re creating your customer attributes and similar to product attributes, we’ll go through this in just a second on the human side, but same kind of idea with mine. I’m asking a few things as they’re registering. Again, I don’t have kind of all of these, but for here I’m saying, are you interested in weightlifting or are you just a general enthusiast for for fitness? Do you like running? Do you like yoga? What’s your preferred activities? Do you like CrossFit? Do you like yoga, etc. as they’re registering? What this helps me do is the first time that they log in and they register. I am already creating a personalized experience. Just the fact of that they gave me that information and I do it through customer segmentation and through dynamic blocks. So I’m touching two things here. Customers and content wise. So for the customer side, and I’ll show this really kind of quick, I have segments that are created like segments super straightforward. I have a few of them that are here. We actually just changed the order of this. So you can see I registered customers, I have yoga customers, weightlifting, I have registered customers, but they have not told me their fitness. So I don’t know what their interests are. And again, that helps me dictate what I’m going to showcase them here. I also have a gas customer, so it’s somebody that is not registered. Just a quick little plug there. That’s what drives the Top Gear and that rotator. And then I have basically other ones that are around like different types of shopping cart aspects, etc., a purchase history and so forth, so on. But the thing that I want to kind of quarter the ones that I noted here, my ones that I have, I’ll show you just a segment really quick. So again, one of the questions was there’s a lack of data. Listen, at the end of the day, as long as you know who your customer is, right, or if you have a good idea or mine, it’s not that I know every single preference that they have, but I do know what their interests are based on their behavior, based on their behavior, or based on what they’ve told me. So with segmentation, you have that ability to do that. So in this case, I’ll show you this one. I have a single website here. I’m not doing multi website, I have multiple store reviews, but I have a single website here. What I’m doing is for this one I’m doing for visitors and registered customers. My conditions, simple enough, if any of these conditions are true, if a customer is interested as it is in fitness or in yoga, if their preferred activity is yoga, if a product was viewed in a specific category. Just a little nugget here. My category is yoga. If any of those are true, they will basically put into this. So even if it was that Incognito customer, if they viewed products that were in the yoga category, guess what? Then in a day I could show them this banner instead. So when they go back to the home page, instead of them seeing the default banner that they saw before. So I’ll pull that up just so you could see it. Let me go back to my home page here for my incognito customer. So instead of them seeing that default home page banner, which basically I don’t know what they like, I can essentially designate them into that yoga segment as a visitor. So it’s just a really cool way to dynamically create that, that experience to start changing that right away. So that’s the segment side of it. That’s kind of how I’ve done that. Now I’m going to take one step back. I just want to go into that customer attribute side really quick customer attribute. What you saw from that front inside was fitness, right? So let me just type in fitness here. We’ll pull that one up. So here’s that fitness interest one. So customer attributes are also based on your businesses, right? So what type of data points are relevant for you? What are you going to do with that information at the end of the day, too? Right. So are you going to market to them in a specific way, whether it’s offline or online? Are you going to use that data to create a personalized experience? I wouldn’t say and suggested doing all these different customer attributes just so you have it for maybe your CRM. Not that it’s not important, but I wouldn’t do all of that. I would do certain things where it’s it’s actually going to elevate their experience somehow. Buyer, consumer, how is it going to elevated? So it’s taking that step back, thinking about what you’re going to do with that data once you get it. So for mine, what I’ve done, I’m using this in my customer segment, right? So this is that fitness interest. You could see the forms that I’m using this I want sit on the store front and I’m using it with customer registration as well as the customer account side, because at any point in time, especially with my business knowing fitness enthusiasts, they might be like, You know what, I like weightlifting Now. You know what? I like yoga. Now they can at any point decide to change their mind and say that they want something else. I don’t want to kind of pigeonhole them into one specific area. So you have that opportunity to basically give them that ability to change their preference at any point in time and do it themselves. You can also do it based on their behavior, of course, but you can also do it based on what they’ve decided and what they’re dictating. So that’s basically the customer attributes. So I created as a multi select really straightforward, I’m not forcing values to be required. So when they’re registering, it is not stating that you have to do this. All right. So I know we’re coming up on time. I’m going to do two really quick points here. So there was a lot of asks about loyalty. So I want to make sure one thing is very clear within the platform itself, within Adobe Commerce, and I absolutely think so. We talked about possibly talk about and we scrape the surface of certain areas and certain things you can do. Remember customer attributes, product attributes are really the drivers for a lot of this, this kind of experience. It really is the driver of the experience and knowing your customer data. Now from a loyalty side, there are reward points that are built directly into adobe commerce so you can create a loyalty program. So this might be more consumer based. So sorry for those that are B2B focused right now, but for consumer base, there is a loyalty program that is built in now, a few different functions of it as well. I’ll go into just quickly this side of it from the stores you do have to create a word exchange rate. So mine is super simple. Ten points equal, $1 $10 equals one point. So I just have it vice versa. In this way, if you essentially spend X, you’re going to get X, if you, you know you’re going to retrieve X, etc., so forth, so on within your configuration. Just to show you a little bit deeper to kind of what this looks like when you go into your customers, you’ll actually see in here the reward points. So customers reward points. When you’re in the reward points section, this gives you the ability to essentially enable this and also enable it for specific actions on the site. So I have it where I’m currently not doing this based on purchases, but registration, you get 20. So remember, I had a little rotator for the Incognito that says you’re going to get 20 reward points. I’m actually being truthful. I’m going to give you 20 reward points that you can use. So essentially that’s going to be, you know, again, that that $2 aspect that you’re going to get. You also are going to get it for newsletter sign up. I also am going to want you to invite other folks. I want you to invite your friends, your family to my site, to my business as well. And if you do that, I’m going to give you reward points. And if you they convert in order to I’m going to give you even more points to that as well. So I’m also going to do it based on reviewing first submissions as well. So review submissions, we talked about it before, but UGC, so you can do all of these things natively directly through that loyalty program. So that is kind of an area where you can build that loyalty. I know some are a little bit cautious about doing discounted promotions, rewards. You kind of have an ability. So even though you can have like 100 points equals $1, right? You can do something that is very, very ambiguous and that side of it still that’s going to build that loyalty. You’re going to have customers that want to shop with you because they want to get to that point to be able to get to those. All right. Really quick, go through promotions very, very, very fast. Promotions are super straightforward. So I you know, I don’t think there’s too much to kind of walk through with this. But promotion wise, what do promotions look like for you? What are you doing? I’ll go through one really fast. So for catalog price rules, this is really focused towards if you’re going to do this based on specific data points of the product, and it’s going to be based on the shopping experience, not a cart. So when you’re in the catalog, when you are in pop, when you are in the search results, that’s what’s going to show this pricing. So if you say, I want to for everybody, let’s just say we’re going to give this to everybody your condition. Which one thing to note on that you can do this based on a specific customer group. Remember, that’s going to be if you’re logged in and registered and let’s say that we wanted to do it based on category, but all these other aspects from fitness, goal, fitness, tourism before we can also dictated based off of that this case, let’s just say that we’re going to based it off on our fitness gear category and our bags and our fitness equipment we’re going to say is one of these and it could be any instead of all kidding, any of these are true and you could basically say, I’ll get 10% off. Super straightforward, right? You can also, again, remember, you can do it based on different aspects of your product data set. And you can do a combined condition as well. Now the other one is cart coupons or cart rules, essentially. So with CART rules, the way that these work is, you’re going to get a discount at time of where you essentially are at the cart. So with mine, I have one that I just created before it is four welcome. You get 15% off, plus you also get free shipping. So there’s that 15% off. And then I’m also giving you free shipping here. I’m giving this on the main website and I’m also specifying that you do have to be a registered customer. I do have a specific coupon for this. You can do an auto generation. So in Adobe Commerce, you can auto generate coupons that are one time use for this coupon. I do welcome 20 and then I’m also doing it one use per customer. So that doesn’t force somebody that they can create multiple accounts. But in this case I’m saying if you’re one account, you can register. Once you register, you can use this coupon one time. My conditions on this one, I don’t actually care about anything here. I just am going to give you X percent off. So I didn’t know that here. But let’s say I wanted to give you 15% off and I also wanted to give you free shipping for matching items only. My matching items is just product and cart or price in cart is equal or greater than $20. And then I can add dynamic content around and I can basically put a banner in the cart that says you’re X away from free shipping. You are $10 away from free shipping or you’ve qualified for free shipping essentially once you kind of get to that point. So, all right, coupons, customers, promotions. We didn’t get too much into payments in shipping, but again, a lot of those native capabilities are built within the platform. I didn’t want to touch too much analytics and reporting, and there’s a few things that we kind of called out for that. But want to. Let me bring this back to you. Yes. I’m going to take it right back to Q&A. Corey, you are right up against time here. I think we only have oh, I think we only have space for or time for maybe one or two questions. I’m going to bring our cameras back on. Lots and lots of great stuff there. So thanks, Corey. All right. Like I said, we only have time for maybe one or two questions. I’m going to just jump in. What sort of customer of custom customer attributes are typically created and used to enhance the customer experience? Yeah. So it’s a really good question, and I wish I had like a silver bullet and one size fits all. The thing is, is that there’s not it really depends on your vertical, your targets, your industry, etc. and those types of data points and what you’re going to do with them. I kind of called it out before, but you know, some of those data points and just don’t make it too robust. So too when somebody is registering in your or even in their account edit section. So this customer attributes, there’s no limitation to it. You can put as many as you want. I would say more from an experience side, you want to just grab it and capture the most relevant customer data that you’re going to do something with, and that means something to your business. Ultimately, you know, you can find out information about anybody and you can ask them any question you want, but ultimately what makes sense to your business? Yeah, that makes sense. All right. I think we’ve got time for one more. And you create special catalogs for a specific customer. Yeah. So good question. You could do that through category permissions. So category permissions through customer groups. So B2B is a little bit different. I could talk about that in just a second for your kind of just standalone and what you might look at doing. You could do category permissions utilizing that function and you could say they specify the specific categories available for this customer group. So like with my weightlifter, I maybe I want to weightlifting VIP category. I could create that and assign it to specifically that customer group. Now for B2B side, you can utilize the same function that I just mentioned, but you can also use shared catalogs. Shared catalogs essentially give you the ability to curate your catalog specific towards a buyer or a company, essentially, or even the same thing through a customer, a customer group, essentially. So either. Offsetting. All right, I hate to cut us off, but we were just squeezing too much fun demo stuff in. So I am actually going to move us over to our wrap up here on this screen. We have a couple of resources for you in the Web. Links on the top left, you’ll see the link to our past recordings on experience league and another to our upcoming events. And we will also be hosting a follow up session of our new Commerce series called Behind the Brew. We’re going to be deep diving into Adobe Commerce Intelligence. So there is a pull back up on the screen. If you would like an invitation to that event, please let us know what there. You also have an opportunity to let us know if you’d like more information on the payment services that Corey mentioned. Again, more information on Adobe Commerce Intelligence or even Adobe Analytics, some of the other analytics tools that Corey mentioned earlier in the presentation. So you’ll also notice the white paper, please don’t forget to download that tons of resources in there as well. And then if you have a chance to just fill out the rest of the surveys on the bottom of the screen, that would be awesome. If you do have a question specific care account that we weren’t able to address today, please reach out here as a solution manager or you can reach out to me and I will put you in touch with the correct person. So as a reminder, you will receive a recording of today’s event in an email from us in 24 hours. And that’s really all we have for you today. So we want to thank everybody for attending for all the great questions. Thank you, Corey, for the awesome presentation and very in-depth demo. So we hope everybody has a great day and we look forward to see you at a future event. Thanks, everyone. Everybody.