Create fallback offers

In this video, we’re going to learn how to create fallback offers in decision management. There are two types of offers: personalized offers and fallback offers. A personalized offer is any marketing message that has eligibility rules associated with it. For example, an offer for snow shovels, you’d probably only want to show to people live where it snows, and only in the winter. Fallback offers are for customers who don’t qualify for any of the personalized offers and are typically generic enough to be relevant for everyone. In this video, we are going to focus on creating fallback offers. Before you create fallback offers, be sure to create their building block components. You can do this by preparing any images, copy, or code needed for the offer, and by building the placements corresponding to the channel and format.

Note that there’s no need to build rules, as they’re irrelevant to fallback offers.

Now that we’ve confirmed we have the building block components, let’s build a fallback offer. Luma is a fictional fitness retailer. They’re launching a new line of exercise equipment and want to offer promotional discounts to their most loyal customers. All other customers will get the fallback offer. To do this, start by navigating to the Offers tab from Adobe Journey Optimizer. Here, we can see all of our existing offers and manage them with sorting features, search boxes, filters, and field selections. Note that we have a filter to see just our fallback offers. Selecting a fallback offer will expose some additional fields and actions for that fallback offer.

To create a fallback offer, select the Create Offer button in the top right. The new offer popover appears. The first option is to choose between a personalized offer or a fallback offer. Let’s create a fallback offer by selecting the radio button and then select Next to continue.

The create offer workflow begins. Start by giving your offer a name. Note that there’s no timeframe selection for fallback offers. We can add tags and offer attributes. Tags help you organize your fallback offers. Offer attributes allow you to associate key value pairs with the offer for reporting and analysis purposes.

On the next screen, we are asked to add representations. Representation specifies what content goes where, and it’s a combination of the placement and the content.

First, let’s add the representation for our homepage to our banner. We choose the web channel, and it filters the placements to our preconfigured web placements.

Next, we choose the content for the placement. In this case, my placement is an image. So I’ll specify the image URL, link for the image, and if we need to support multiple language versions of the offer, the language. Alternatively, with Adobe asset essentials enabled for our organization, we could select the asset library radio button, followed by the Browse Assets. Next, using asset essentials library, we can quickly find and select our pre-approved assets.

With the asset selected, that’s one representation done. Next, we can add a second representation for our email channel.

Continuing this trend, we can add a third representation for our non-digital text type channel. And we can personalize our content using the expression editor as needed. Just like with personalized offers, we can continue to add additional representations for all of the placements and language variations in which we want to serve the offer.

Select Next to review our fallback offer. And note that the rules, priority, and capping don’t apply to fallback offers.

Once complete, select Finish, and decide if you’re ready to approve the offer.

With that, we have created our first fallback offer. Using this combination of fallback and personalized offers, we’re now ready to provide our customer with a better experience in their journey. Additionally, we are also ready to begin grouping these offers into collections. Thanks for watching. -