Commerce Abandoned Cart marketing automation campaign

Abstract

Overview of the Commerce marketing automation campaigns available for SXA Storefront that you can use to engage with customers.

You use the Commerce Abandoned Cart marketing automation campaign to re-engage with customers who have visited your storefront but not completed a purchase. You must have added the Commerce Abandoned Cart MA campaign module to the storefront site during site creation.

Note

For details on the implementation of Commerce marketing automation campaigns, see the Marketing Automation API for the storefront.

The campaign includes three specific commerce elements:

  • A custom listener called Check cart activities, which includes a rule that contains the condition where the contact's cart has been manipulated

  • A decision point called Is the contact cart empty, which includes a rule that contains the condition where the contact's cart is empty

  • A decision point called Contact has an email, which includes a rule that contains the condition where the contact has an email

As shown in the following figure, it also contains two specific storefront actions:

  • Send commerce email

  • Raise abandoned cart event

AbandonedCart90.png

The Send commerce email marketing action differs from the standard Send email action in that it includes the shopping cart information needed to personalize the email message with the content from the customer’s cart. Shopping cart information is included as a custom value in the marketing automation campaign when the customer is enrolled in the campaign and is passed to the Email Experience Manager when the Send commerce email action is executed. The Send commerce email action copies all custom values from the marketing automation campaign and uses them as rendering parameters for the Email Experience Manager.

Important

Do not use the Send email action in place of the Send commerce email action.

If the customer has created an account for the storefront and is logged in, cart activity on the storefront enrolls the contact into a marketing automation campaign with the following characteristics:

  • When a customer enters the campaign, there is a delay before the customer starts moving through the campaign. By default, it is one day.

  • In the course of the campaign, there are three decision points:

    • Did the customer manipulate the shopping cart?

    • Is the shopping cart empty?

    • Is an email address available for the customer?

    If the customer has actively updated the cart, the cart is not considered to be abandoned and the customer is returned to the starting point and further processing is delayed for another day.

  • If the customer has not completed a purchase and still has items in the cart after one day has passed without activity, a commerce email campaign is initiated if the contact email address is available to persuade the customer to return to the storefront to make a purchase.

  • If the customer still has not made a purchase within the given time frame (delay), which is one day by default, the raise abandoned cart event tags the customer as having abandoned the shopping cart and the customer is removed from the campaign.

If a purchase is made at any point, the customer is removed from the campaign and does not receive an email.