Using Dynamic Customer Groups for Active Merchandising

Dynamic customer groups enable you to create customer segments for targeted campaigns, micro-sites and product lines. For example, customer groups can include specific geographies, gender or enterprise profiles such as loyalty or store shoppers. You can present such groups with relevant content (for example, information on new product arrivals to customers who are brand conscious); or offer promotions based on previous purchases or lack thereof (for example, offer 10% off orders for first time customers). Dynamic customer groups are based on data and metrics that are derived from customer profiles or session data, so that each customer group expands or contracts depending on which customers meet the criteria at any given time.

Updating Group Membership

Salesforce B2C Commerce updates group membership in the following situations:

Defining Included and Excluded Clauses

Dynamic customer group membership rules enable you to define included and excluded clauses for individual conditions. Though somewhat similar to B2C Commerce's product promotion rules, they are closer to what is used by iTunes to define "Smart Playlists" and Adobe Lightroom to define Smart Collections.

Example

A merchant wants to define the following dynamic customer group:

"Customers from the US from states Alaska, Florida, and Alabama, and from Canada from states British Columbia and Nova Scotia. Any customer must be 18 years or older."

They would specify the following rules:

Include (Match All)    
Country contains United States, Canada
State contains Alaska, Florida, Alabama, British Columbia, Nova Scotia
Age is greater than or equal 18

The following rule would also work:

Include One (Match all)    
Country is equal United States
State State Alaska, Florida, Alabama
Include Two (Match all)    
Country is equal Canada
State State British Columbia, Nova Scotia
Exclude (Match all)    
Age is less than 18

"Customers from the US. Not for customers younger than 18 or of unknown age."

Include (Match all)    
Country is equal United States
Exclude (Match all)    
Age is less than 18
Age doesn't exist  

or, very simply:

Include (Match All)    
Country is equal United States
Age is greater than or equal 18

Remember Me vs. Customer Segmentation

Using customer segmentation, you can direct promotions and slots to a customer if they are in an unknown/anonymous group; but you can't collect data on them. Data can only be collected on logged in customers.

The LastVisitTime timestamp is part of the Remember me feature. Remember me and customer segmentation are two different features.

  1. If a customer checks the Remember me checkbox in a storefront, an entry is placed into the customer's cookie.
  2. When returning to the storefront, the customer must login again on the My Account page. The email address and password fields are pre-filled on this page with information that was retained in the cookie. The "lastVisitTime" timestamp, a record that tracks customer return behavior, is updated with the current time.

Customer segmentation is started for this particular customer in the following situations:

Staging

Dynamic customer groups are part of the staging process, like any other customer group. Because the memberships in dynamic groups are calculated in real-time, they are not persistent and therefore not subject to replication.

Related Links

Dynamic Customer Group Rules

Customer Segmentation via Geolocation