Setting up abandoned cart in Salesforce Marketing Cloud

Setting up an Abandoned Cart journey in Salesforce Marketing Cloud is easy in combination with our Interaction -and Segment Designer. Follow these steps to accomplish the establishment of your Abandoned Cart journey:

1. Setup a new interaction to capture the transaction
2. Setup a new interaction to capture a product
3. Create a segment based on these interactions

Setting up the new interactions

First, create a new interaction to capture the transaction and, secondly, set up an interaction that captures the data of all products within the transaction. Then, add variables to the interactions that you need when creating a segment. In the example below, we added the following variables to the transaction interaction:

• transactionid (text)
• total (number)
• status (Text)

Status can be used to monitor if the transaction is still in the shopping cart, on hold or paid.

You can choose how to choose the variables and these can be extended based on your own use cases. In order to relate the products to the transaction, at least one identifier is required.

The second interaction to send the product details should include the transactionid to link the products included in the transaction. Some other variables could be:

• transactionid (text)
• name (text)
• price (number)
• productid (text)

You can use the productid to later get the product details via ampScript into your email. You will need a productfeed available in your Marketing Cloud instance.

You will need a minimal of two calls to have all information you need in Marketing Cloud. Firstly, fire the transaction interaction, before including one call per product into the transaction. For instance, the segmentation based on the content of the shopping cart, that is created when setting up an abandoned cart campaign, will be available.

Example payload per interaction

Via Interaction Designer we offer different ways of integrating the interactions.

1. Export a Google Tag Manager template and manage the variables within GTM
2. Use a direct POST or GET endpoint for custom integrations
3. Use the javaScript snippet to implement directly via code or Google Tag Manager

Below examples of what the payload can look like. These instructions will also be shared when creating an interaction in Interaction Designer.

The payload for the transaction

{
    "data": {
        "interaction": { 
            "tagId": "xxx", 
            "subscriberKey": "xxx" 
            },
        "variables": {
            "transactionid": "123",
            "total": "500",
            "status": "paid"
        },
            "types": {
            "transactionid": "ValueText",
            "total": "ValueNumber",
            "status": "ValueText"
        }
    }
}

The payload per product

{
    "data": {
        "interaction": { 
            "tagId": "xxx", 
            "subscriberKey": "xxx" 
            },
        "variables": {
            "transactionid": "123",
            "name": "product1",
            "price": "100",
            "productid": "1"
        },
        "types": {
            "transactionid": "ValueText",
            "name": "ValueText",
            "price": "ValueNumber",
            "productid": "ValueText"
        }
    }
}

Creating a segment based on abandoned cart

Interactions are part of the Data Designer and therefore available when creating a segment. In the example below, it is shown how to segment contacts, that added products to the shopping cart less than 1 day ago and where the status is still on hold.

Creating a segment based on products included

The following instance is similar to the one above, except from the fact that the only contacts included are the one that have a certain product in their product cart, which is based on the productid.

Next steps and tips

Some next steps and tips that we can give are:

• Include your product feed via Data Designer
• Create a dynamic content block in Email Studio that includes all products in the shopping cart
• Include Einstein recommendations (check Salesforce)