The first post “How to gain real business value using SAP RTOM” described the guidelines to achieve real business value using RTOM. The following article, illustrates real life end-to-end offering process from the marketing idea to the end customer visiting the web store. This detailed marketing scenario enables us to get some real hands-on RTOM experience.
The offer management environment enables the marketing professional to define new offers from various types. In this scenario, an online book store aims to increase revenue. Their strategy is to drive customers to spend at least 25$ when they are visiting the web store. The incentive is given in the form of a free books shipment to the customer.
Step 1 – Login to SAP CRM:
Login to SAP CRM and choose the “Marketing Professional” business role. Choose Marketing->Campaigns from the sidebar.
Step 2 – Enter general offer data:
Create a new “Real time offer” campaign. In the campaign we will define our up-sell offer business rules, text and products.
In this screen we can define the offer description, business priority, validity dates and other relevant marketing information.
Step 3 – Offer rules:
Following the definition of the general offer data, we need to module the business rules of the offer. Scroll the screen down to the “Eligibility and agent skills rules” section. Here we can define the business logic that must be fulfilled in order to show the offer. The agent skills part is only relevant in an interaction center scenario so we will skip that part and go directly to the eligibility rules definition.
The business rule states that we should show this offer only if the customer´s shopping cart has not yet reached the 25$ value. Showing this offer while browsing the web shop will incent him to spend more and reach the 25$ goal. Click to edit the eligibility rule and enter the eligibility rule description.
Double click on the condition block. Here, we can choose the contextual parameters we will need to check. These
parameters will be coming from the web page into RTOM in runtime. In order to check the current cart content, choose the customer´s current sales order list parameter.
The sum of the customer´s current cart content value should be less then 25$, this rule can be set as illustrated in the following screen.
The rule definition framework enables to define complex business rules. At this point, we will have created only one condition and continuing to the next part.
Step 4 – Select the target customer profile:
In this section, we will define the rules that will enable to provide the offer to a much more targeted audience. Currently, the offer should be presented to customers who live in Beijing area as the effort/profit rate will be higher there. In the recipient Profile section, click “New”.
Add a new profile rule.
Double click on the condition block and choose the customer address – region parameter.
Choose Beijing as the targeting area for customers.
Add empty True/False branches as described in section 3 and Go back to the main offer screen. In the “Products” tab, add the relevant product.
Select the shipping product for this offer in order to represent the free shipping.
Save the offer and go back to the marketing screen. Here it is possible to publish the offers that were recently created through the various interaction channels such as web and mobile.
Step 5 – Web shop browsing:
The customer browses the web shop and adds books to his cart. RTOM evaluates the current session parameters such as shopping cart content and previous learning experience. The system will then suggest the relevant offers that the customer is most likely to accept.
In this scenario, assume that the customer is from Beijing area. He added books to his cart in the net value of 10$. RTOM will then present the free shipping offer in order to incent the customer to add more products to his cart.
Find out more about RTOM in Value Plus web site www.valueplus.co.il