In a brick and mortar store, it can be easy to connect with a potential customer. Someone enters the store and begins to browse. Your customer is a man is his early 30s, which is easy to tell when interacting with him in person. By observing his browsing, you notice he is interested in button down dress shirts. You strike up a conversation and he tells you that he has already visited two of your competitors’ stores today looking for some new shirts to wear to work. This conversation allows you to recommend some shirts that you think he will like and that are a better value than your competitors’ shirts. Satisfied with what you have presented him with, your customer happily makes a purchase. This interaction and level of customer service can be found in just about any physical store, but what about online stores?
For those business owners whose sites run on WebSphere Commerce, the platform provides the necessary tools to gain all of that information and provide each customer with the best possible marketing. As stated in the IBM Knowledge Center, the marketing tool in the WebSphere Commerce Management Center can “create and manage marketing campaigns and store content…to deliver targeted marketing messages to customers.” These marketing capabilities are out of the box and allow for dialogue and web activities through triggers, targets and actions.