German blockchain expert Julian Hillebrand once said, “Personalized marketing is not about sales, it’s about building a relationship with your customers”.

With Commerce Cloud Einstein by Salesforce e-commerce solutions, online shoppers get the personalization they need, to get them to find and buy exact matches, or relevant products. A report by Gartner indicates that up to 77% of retail businesses will look at implementing artificial intelligence (AI) as part of their processes! Brands looking to leverage AI capabilities this financial year will implement CCE on their storefront.

In previous posts, we explored Commerce Cloud Einstein (CCE) and its powerful predictive intelligence capabilities. The next step was deploying CCE onto e-commerce storefronts. We are now sharing three easy ways to maximize CCE’s potential on e-commerce storefronts. Partner companies find that Salesforce Commerce Cloud implementation instantly offers revenue boosts and increase in sales.

1. Just like the genie, CCE guesses what customers want

 The predictive analytics market size is slated to hit $23.9 billion by 2025. That’s big money! Smart businesses can take advantage of the predictive intelligence boom by integrating CCE into their brand strategy.

Ecommerce websites seem to run on magic in the way that they mysteriously know what customers want. But it’s really just Einstein Product Recommendations at work! Brands can wow customers and help them choose products similar to what they’re looking for by creating helpful product recommendation categories and sections.

Direct product recommendations include popular category labels on the storefront such as New Products, Products You May Like, and What Other Customers Have Bought. These can be set up without any data sets from customers, and both guests and returning customers can view them.

However, if brands want to create a tailor-made experience, they’ll need a set of data parameters in order to get CCE up and running. Next, the retailer needs to figure out where to place this cool feature. An ideal place would be in a central location guaranteed to catch the customer’s eye.

Last but not least, is understanding the category of products that would go in this central location, including:

  1. Products related to the product customers are looking at,
  2. Products in the same category,
  3. The recently viewed products.

2.The art of sneaky recommendations

 What is the product recommender without the Configurator? Nothing, basically. In order for the product recommendations to work, e-commerce brands need to configure the recommenders in the Configurator tool. Once that’s set up, recommenders allow correlation between what the customer is looking for, and what the brand indirectly recommends.

That’s not all! The Configurator can even call up the right algorithm to find out what the retailer recommends, and also specifies when to display recommendations to customers. The Wall Street Journal found out that companies (including Salesforce Commerce Cloud partners) success rates have doubled by implementing predictive AI. This rate is measured by the number of clicks it takes for a customer to add an item to their cart.

3.Building a home for Recommenders on the storefront

 New products and software on e-commerce storefronts, like Recommenders, need a place to call home. Templates have special “content slots” which are designated locations for content types. CCE helps recommenders know what the recommended products are that go on the content slots.

Anchors are nifty ways that point the source object to the target object, which would be a product category or recommendation – that’s on CCE to decide! Recommender rules dictate that they always contain three components: action, field, and one (or several) field values.

Once anchors have been set up to point to the products, in line with the anchor to product flow, the brand is ready to create a customized template for their e-commerce platform. The retailer needs to have access to the Business Manager section of the dashboard to access these tools and get CCE live on the website.

With these nifty tools in place, CCE does the heavy lifting so that brands get to enjoy boosted revenues, and their customers get a seamless shopping experience! Find out how retailers can benefit from better sales and revenues by incorporating CCE as part of their brand’s enhancement plan.

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