WebSphere Commerce Promotions overview

Promotions

Francesco SchettiniE-Commerce Solution ArchitectFreelance

@FranSchettini

http://fschettini.com

WebSphere Commerce v7 FEP5

Extracted from WCS v.7.0.0.7 Info Center

Agenda

PROMOTIONS

A1.Promotion types2.Common features3.Order Level Promotions4.CatEntry Level Promotions5.Shipping Promotions6.Examples of Promotions7.Promotion codes8.Coupon promotions9.Promotion Engine

Promotion

PROMOTIONS

“Promotions enable you to offer customers incentives to purchase.”

WebSphere Commerce introduces theManagement Center Promotion Toolin order to implement the promotion strategies!

0

The Promotion Tool

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0• Create promotions on many predefined promotion types;• Manage promotions and view scheduling;• Search for promotions.

Shipping Catentry

Category

Multiple items

Order

Promotion types

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1

types

3

4 9

9

3

28 different promotion Types

types

Promotion types - groups

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1• Promotions are grouped according

to their type;• There are three promotion groups

by default:• Catalog-entry-level

promotions;• Order-level promotions;• Shipping promotions.

• Promotion groups serve the following two purposes

• All of the promotions within a group share a common group of promotion policies;

• Promotions are evaluated according to their promotion group.

Shipping Catentry

Category

Multiple items

Order

1

Catalog-EntryLevel group

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OrderLevel group

3Shipping

Level group

Promotions

PROMOTIONS

!“When you are designing promotions for your site, consider how your promotions are being evaluated.

How you design your promotions and configure your promotion evaluation process can affect your

site performance during promotion evaluation.

When you are creating promotions, consider the promotion type, the promotion conditions,

the size of orders that are evaluated, and the agenda builder

that is used for promotion evaluation.”

Promotion common features

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2• Redemption methods;• Combination with other promotions;• Priority;• States;• Availability;• Applicability;• Redemption limits;• Multiple discount ranges;• Advertising.

Redemption method

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2

• Qualifying purchaseCustomers who meet the purchase conditions automatically qualify for the promotion.

• Requires promotion codes Customers must enter a promotion code to apply the promotion to their order.

• Coupon promotion Customers must possess a virtual coupon to qualify for the promotion.

“You can select the redemption method associated with any promotion”

Combination with others promotions

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2

• Combine with other promotions• Combine with other promotions stackable• Exclusive within the same group• Exclusive within an order

“This setting governs how the promotion can be evaluated with respect to other promotions”

Priority

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2“You can assign a priority to a promotion.

When a single order qualifies for multiple promotions from the same promotion group, the promotion with the

highest priority is applied first”

States

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2• Inactive• Active• Activating• Suspended

Redemption limits

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2

• Maximum redemptions for this promotionThis option limits the number of times that a promotion can be used in total, by all customers.

• Maximum redemptions on a single orderThis option limits the number of times that a promotion can be used in a single order.

• Maximum redemptions by a single customerThis option limits the number of times that a promotion can be used by a single customer..

“You can impose limits on the applicability of your promotions, called redemption limits.”

Multiple discount ranges

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2• For certain promotion types, you can define multiple

discount ranges for a single promotion. • Defining multiple discount ranges increases the amount, or

percentage of a discount as the volume of the order grows;

Order level promotions – an example

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3

1. Create new promotion with template “Order promotions” and choose “Percentage off an order”;

2. Set name, redemption method, combination with other promo and priority;

3. Set Purchase Conditions and Reward;4. Set Redemption Limits;5. Set Scheduling;6. Set Description;7. Activate it!

“Get 20% off for orders over 50 euro”

Order level promotions

PROMOTIONS

3#1 Create new promotion with template “Order promotions”

and choose “Percentage off an order”

Order level promotions

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3#2 Set name, redemption method, combination with other

promo and priority

Order level promotions

PROMOTIONS

3#3 Set Purchase Conditions and Reward

Order level promotions

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3#4 Set Redemption Limits

Order level promotions

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3#5 Set Scheduling

Order level promotions

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3#6 Set Description

Order level promotions

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3#7 Activate

Order level promotions

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3Promotion working on Front End

CE level promotions – an example

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4

1. Create new promotion with template “Category Promotion” and choose “Buy catalog entries from category X, get additional catalog entries from category X at a percentage off”;

2. Set name, redemption method, combination with other promo and priority;

3. Set Purchase Conditions and Reward;4. Set Redemption Limits;5. Set Scheduling;6. Set Description;7. Activate it!

“Buy any computer accessory get 50% on inkjet printer”

CE level promotions – an example

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4#1 Create new promotion with template “Category Promotion” and choose “Buy catalog entries from category X, get additional catalog

entries from category X at a percentage off”

CE level promotions – an example

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4#2 Set name, redemption method, combination with other

promo and priority

CE level promotions – an example

PROMOTIONS

4#3 Set Purchase Conditions and Reward

CE level promotions – an example

PROMOTIONS

4#4 Set Redemption Limits

CE level promotions – an example

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4#5 Set Scheduling

CE level promotions – an example

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4#6 Set Description

CE level promotions – an example

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4#7 Activate

CE level promotions – an example

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4Promotion working on front end

Shipping promotions – an example

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5

1. Create new promotion with template “Shipping Promotion” and choose Fixed price for shipping an order”;

2. Set name, redemption method, combination with other promo and priority;

3. Set Purchase Conditions and Reward;4. Set Redemption Limits;5. Set Scheduling;6. Set Description;7. Activate it!

“Free shipping for orders over 50 euro”

Shipping promotions – an example

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5#1 Create new promotion with template “Shipping Promotion” and choose

Fixed price for shipping an order”

Shipping promotions – an example

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5#2 Set name, redemption method, combination with other

promo and priority

Shipping promotions – an example

PROMOTIONS

5#3 Set Purchase Conditions and Reward

Shipping promotions – an example

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5#4 Set Redemption Limits

Shipping promotions – an example

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5#5 Set Scheduling

Shipping promotions – an example

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5#6 Set Description

Shipping promotions – an example

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5#7 Activate

Shipping promotions – an example

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5Promotion working on front end

Promotion examples

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61. Spend over 100 euro and receive a gift;2. Get 10 euro off orders over 100 euro;3. Buy 2 or more items from the “Pantalones” category, get

free shipping;4. Buy any 2 items from the “Pijamas” category, pay 40 euro

for both;5. Buy “Chándal de rayas con camiseta” and “Abrigo Trenka

de paño” get 10% off all these items.

Promotion codes

PROMOTIONS

7

1. The configuration of the promotion is basically the same;2. The redemption method (step #2) has to be “Promotion

code specification”;3. The promotion code can be public or private;4. A public promotion code is a reusable public code;5. A private promotion code is a unique code can be created

with:1. Simple system-generation;2. Advanced system-generation;3. Importing codes.

“Customers must enter a promotion code to apply the promotion to their order.”

Promotion codes – public code

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Promotion codes – simple generation

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Promotion codes – advanced generation

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Promotion codes – import codes

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Promotion codes – import codes

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Promotion codes – export codes

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Promotion codes – codes generation

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Promotion codes – codes generation

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Promotion codes – front end

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Coupon promotions

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1. The configuration of the promotion is basically the same;2. The redemption method (step #2) has to be “Coupon

promotion”;3. A coupon can be distributed to the customers,

1. Using a web activity- when the customer clicks on the adv the coupon is placed in its wallet;

2. With a dialog activity- the coupon is placed in the customer’s wallet after predefined action (for example, registration)

“Coupon promotions are a special kind of promotions, designed to mimic the experience of a customer

clipping a coupon from a newspaper, or something similar, and redeeming it at a store”

Coupon promotions

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Coupon promotions – web activity

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Coupon promotions – web activity

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Coupon promotions – dialog activity

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Coupon promotions – coupons wallet

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• Customers can use coupon wallets to manage their coupons;

• When customers check out, they can choose to apply coupons in their coupon wallet;

• If the order qualifies for the coupon promotion, then the server applies the adjustment to the order.

“A coupon wallet is a container for coupons a customer has received.”

Coupon promotions – front end

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8

Coupon promotions – front end

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8

Promotion Engine - APIs

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9This persistent storage allows the promotion

engine to store persistent objects such as promotions, promotion policies, the results

of applying promotions to an order, and statistics.

It defines objects dependencies the promotion engine has with

the data model

It provides promotion engine configuration information and

instructs the promotion engine to initialize itself.

Promotion Engine – Promotion XML

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9

• There are 2 types of promotions XML: authoring and runtime;• The authoring promotion XML contains the data about a promotion that

business users input into the Promotions tool user interface when authoring promotions;

• The runtime promotion XML is used by the server to evaluate promotions during the shopping flow.

• When a business user activates a promotion, the following process transforms the authoring promotion XML into the runtime promotion XML.

“The promotion XML is the name that is given to the XML representation of a promotion type.

The promotion engine uses the runtime promotion XML to evaluate the promotion on the storefront.”

Promotion Engine – Promotion activation

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9

Promotion Engine – tables content

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9“Get 20% off for orders over 50 euro”

Promotion Engine – tables content

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9“Get 20% off for orders over 50 euro”

Promotion Engine – xml representation

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9Example of Runtime Promotion XML

…<Range impl= "com.ibm.commerce.marketing.promotion.reward.DistributionRange”>

<LowerBound>50</LowerBound> <RewardChoice>

<Reward impl= "com.ibm.commerce.marketing.promotion.reward.DefaultReward"> <AdjustmentFunction impl="com.ibm.commerce.marketing.promotion.reward.AdjustmentFunction">

<FilterChain impl= "com.ibm.commerce.marketing.promotion.condition.FilterChain"> <Filter impl= "com.ibm.commerce.marketing.promotion.condition.DummyFilter" /> </FilterChain>

<Adjustment impl= "com.ibm.commerce.marketing.promotion.reward.FixedAmountOffAdjustment"> <AmountOff>15</AmountOff> <Currency>EUR</Currency>

<AdjustmentType>wholeOrder</AdjustmentType> </Adjustment> </AdjustmentFunction> </Reward> </RewardChoice></Range>…

Stored in the tablePX_PROMOTION

Promotion Engine – customization steps

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9“Creating new promotion using existing elements”

1. Determine what kind of promotion your store requires;2. Understand the promotion XML presentation and build it:

a. Identify any similar promotion types among the default promotions;b. Retrieve the necessary XML from the database;c. Create the new promotion as an XML file;d. Combine the nodes as necessary to create your custom condition or

reward.3. Understand where the promotion is persisted and cached:

a. Create the promotion definition in the database manually;b. Test your custom promotion.

4. Update the user interface as needed.

Reference: http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/topic/com.ibm.commerce.customizetools.doc/tasks/tprcspromtype.htm

References

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• WebSphere Commerce InfoCenter v7http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/index.jsp