In my last blog post, we discussed how to align CDP capabilities across an organization with a specific implementation: Adobe’s Real-Time Customer Data Platform (RT-CDP). Now let’s dive into the key capabilities within Adobe RT-CDP to consider when implementing a common ecommerce use case; revitalizing an abandoned cart.
Most organizations define abandon cart as the actions of an item being added to a basket or cart with a lack of a purchase event over a specific amount of time. By strategizing how to engage these users, organizations can gain revenue by revitalizing interest on these items, instead of having customers walk away. This can be represented with the following formula:
(item(s) added to cart) – (lack of purchase) / (marketing time period) = abandon cart
Within the abandon cart use case, there are a few critical items to consider
1. Are you just activating the identity value (web identity/ emailhash) from the CDP to inform the Adobe RT-CDP customer profile that the customer has left something in their basket?
2. Are you just activating the identity value (web identity/ emailhash) from the CDP to inform the Adobe RT-CDP customer profile that the customer has left a specific items in their basket?
3. How quickly are you looking to activate the abandon cart message? This timing should be defined.
4. What type of detail is required within the abandon cart activation channel around what was left in the basket?
If you are only considering item 1, then using Adobe RT-CDP is a good consideration as only identification fields are being used to activate from a segment for an abandon cart message. Adobe RT-CDP allows you to build custom segments based on online and offline data. This would allow you to create a targeted segment of abandonment to a specific activation channel, such as an online store.
When considering items 2, 3, and 4 within the abandon cart use case, our recommended is to consider using the Adobe Web SDK, Adobe RT-CDP, and an orchestration tool like Adobe Journey Optimization (AJO) or Adobe Journey Orchestration to power these. Using the Adobe Web SDK will allow for the ingestion of specific digital marketing events into the Adobe RT-CDP platform to update customer profiles as they take action on your marketing efforts. Complementing Adobe RT-CDP, AJO can listen to specific events and/or use segment qualification to start a journey flow for better tracking of your customers’ progression with your brand.
When the marketing event of a cart or basket change is performed, Adobe Journey Orchestration can help personalize the marketing message by performing a lookup of the basket items against an Adobe RT-CDP product-level class (such as SKU number). Placing product-specific detail upon the Adobe RT-CDP profile is not ideal, as the product name may change, but the SKU number of the product will not. Using Adobe Journey Orchestration with the abandon cart use case allows for the lookup of data either from an Adobe RT-CDP class or lookup from the product-level data from an external ecommerce platform.
To learn more about how to best implement use cases with your Adobe RT-CDP instance, reach out to our experts here.