Introduction

Why Product Feed

The Product Feed enables you, as a user in e-commerce, retail, and travel sectors, to easily embed relevant products in your Email Campaigns and Web Personalization efforts. Your customers will always see the most relevant products with up-to-date information. For e-commerce companies, whose core business is selling products, this feature enables compelling use cases within these industries.

Understanding Product Feed

Product Feed serves as a central hub that collects and distributes product-related data for use in your marketing campaigns and web personalizations. It integrates seamlessly with your existing systems, like Product Information Management (PIM) and Product Feed Management tools such as Channable. By syncing product data with the Product Feed, you can streamline the process of keeping product information current across all your marketing communications.

The Product Feed ensures that any changes in product price, description, or images are automatically reflected in your campaigns and personalizations. This means that whenever your customer views a campaign or web personalization, they encounter the latest available information, enhancing their engagement experience.

Moreover, the Product Feed enables you to create dynamic product segments. You can define segments based on specific criteria, such as category or sales promotion status, and these segments are auto-updated to ensure consistent alignment with current market conditions and product data. Additionally, the Product Feed allows you to retrieve relevant information for personal products stored in the Customer Data Platform (CDP), enabling you to showcase comprehensive product information in your campaigns.

The AI Personalization Engine further enhances the Product Feed by automatically enriching products with data on popularity, derived from information tracked in the CDP. This includes metrics such as the number of times a product has been viewed or purchased over a given period. Such enrichment enables you to create powerful product segments, such as "Hot Right Now", allowing you to effectively target and engage your customers with trending products.

Packaging

Product Feed is available in the Mobile Marketing Cloud PRO package.

Required Applications

Product Feed serves as input for the following applications:

• Email Campaigns
• Web Personalization

Additional use cases are enabled in combination with the AI Personalization Engine:

• Item Enrichments : Enrich products in the feed with useful statistics based on activity tracked in the Customer Data Platform (CDP), assisting in the creation of powerful product segments.
• Behavioural Triggers : Use triggers such as abandoned basket/browse events to add products to corresponding campaigns and web personalizations.
• Recommendations : The AI Personalization Engine can enrich your CDP profiles with individually selected products. Based on the product feed, these products can be displayed effectively in Web Personalizations and Email Campaigns.

Feature Overview

With Product Feed, you can sync product data from your existing systems, such as PIM or feed management tools, ensuring accurate and timely information across campaigns and web personalizations.

• Segments : Create product segments based on specific criteria, ensuring your customers always see products that meet their needs. Segments are automatically updated, reflecting real-time data changes.Example Use Cases :
• Create a product segment with promotional items to automate weekly email campaigns.
• Cross-sell recommendations can target customers based on previous purchases, providing a dynamic and personalized browsing experience.
• For targeted marketing, create segments based on customer interests inferred from shopping behavior, displaying relevant products through personalized web content.
• Personalized Products : Retrieve information for products linked to customer profiles, displaying appropriate details in emails and web personalization efforts.Example Use Cases :
• An order confirmation email can include dynamically retrieved product details, such as title and image, from the Product Feed.
• Handle abandoned baskets by automatically displaying the relevant product information from the product feed.
• Present AI-driven personal recommendations using the latest product details to enhance your customer's journey.

These features are designed to ensure that you can deliver highly personalized and engaging customer experiences, improving the overall marketing ROI and operational efficiency.