Why Integrate Marketing and Commerce Cloud?

If your business is using SAP software, you’re probably aware that SAP provides a portfolio of Customer Experience solutions which include Marketing Cloud and Commerce Cloud. Marketing Cloud is a solution that provides personalized marketing experiences to customers. And Commerce Cloud is a solution that allows businesses to sell products online and engage with their customers. So, what can you do with both of these solutions? You can integrate them to enhance the overall customer experience.

This integration allows you to display Marketing Cloud content, such as recommendations and personalized campaign content, in Commerce Cloud. So by gathering data from Commerce Cloud for marketing activities in Marketing Cloud, the integration drives customer retention.

Today, I’ll be discussing various business use cases for integrating SAP Marketing Cloud and Commerce Cloud.

Storefront Retention

Customers may browse the storefront and add items to their shopping cart. During checkout, they could become distracted and leave the storefront without completing the transaction. So, how can you retain those customers? With the integration of Commerce Cloud and Marketing Cloud, you can create trigger-based campaigns to target those customers who have abandoned their shopping cart. The customer will receive an email stating that they have some items waiting in their shopping cart. Consequently, they may now go back to the storefront to complete the purchase.

Smart Promotional Discounts

A seller wants to offer a 20% discount on all online purchases made for the month. In Marketing Cloud, you can create an email campaign with the offer details. So as a customer browses the storefront, they add items they would like to purchase. After adding these items to the shopping cart, the customer can then apply the offer from the email to redeem the offer on the storefront.

Show Your Customers You Know Them

Let’s say a customer is looking to purchase a new phone. SAP Marketing Cloud retrieves recommendations for customers based on user activity, such as recently viewed items on the storefront. You can configure the storefront to display product and offer recommendations. Now, the customer who has viewed a phone on your storefront may receive recommendations for a screen protector or a phone case.

Personalize Via Integration

With the integration of Marketing Cloud and Commerce Cloud, you can personalize the entire storefront based on targeted customers. For example, an online clothing retailer is preparing the launch of their latest women’s sports apparel. In Marketing Cloud, you can segment customers based on their gender and interest in sports apparel. Now, you can display a banner in the storefront to promote the launch for those who are in the targeted audience.

Use Data For Customer Satisfaction

Customers can decide whether to share their personal data in exchange for targeted promotional information. If storefront users do not consent to receiving personalized content and offers, they will only see generic product and offer recommendations. However, if storefront users consent to receiving personalized content and offers, their personal data, such as clickstream data, is sent to Marketing Cloud. This information can then be used to personalize content and offers for that user. 

These are some of the use cases to help you understand the business value and drivers for integrating Marketing Cloud and Commerce Cloud. Product recommendations are based on what the customer is interested in and allows for upselling and cross-selling. Personalizing the storefront creates a tailored website to match the customer preferences or needs. The whole purpose of integration is to enhance the customer experience. 

Please feel free to share your thoughts and comments. If you need any help implementing Marketing Cloud or Commerce Cloud, please reach out to team ASAR.

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