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User Guide
The information contained in this section applies to WebSphere Commerce Version 8. The documentation also applies to all subsequent releases and modifications until otherwise indicated in a newer section.WebSphere Commerce is a single, unified e-commerce platform that offers the ability to do business directly with consumers (B2C), directly with businesses (B2B), and indirectly through channel partners (indirect business models). WebSphere Commerce is designed to be a customizable, scalable, and high availability solution that is built to leverage open standards. It provides easy-to-use tools for business users to centrally manage a cross-channel strategy. Business users can create and manage precision marketing campaigns, promotions, catalog, and merchandising across all sales channels.
Operating
IBM Management Center for WebSphere Commerce
The IBM Management Center for WebSphere Commerce, or Management Center, is a suite of tools to support store management, merchandising, and marketing tasks for business users (Sellers, Marketing Managers, Product Managers, Catalog Managers, and others).
Marketing tool
Use the Marketing tool in Management Center to create and manage marketing campaigns and other store content, excluding catalog content. You can use the extensive precision marketing features in the tool to deliver targeted marketing messages to customers.
Managing web and dialog activities
Web and dialog activities are used to deliver brand or promotional messages to customers through a variety of methods.
Activity building blocks: triggers, targets, and actions
When you build a marketing activity by using the Activity Builder, your building blocks are triggers, targets, and actions. These building blocks are represented as icons, or elements, in the palette. You select elements from the palette and place them in a precise order along a flow that represents the marketing activity.
Actions in marketing activities
Actions define what to do, based on the previous sequence of triggers and, optionally, targets in the activity flow. To include an action in a marketing activity, drag the action from the palette into the work area of the Activity Builder.

User Guide
The information contained in this section applies to WebSphere Commerce Version 8. The documentation also applies to all subsequent releases and modifications until otherwise indicated in a newer section.WebSphere Commerce is a single, unified e-commerce platform that offers the ability to do business directly with consumers (B2C), directly with businesses (B2B), and indirectly through channel partners (indirect business models). WebSphere Commerce is designed to be a customizable, scalable, and high availability solution that is built to leverage open standards. It provides easy-to-use tools for business users to centrally manage a cross-channel strategy. Business users can create and manage precision marketing campaigns, promotions, catalog, and merchandising across all sales channels.
- Planning
  Creating a custom implementation of a WebSphere Commerce store requires a significant amount of planning. From gathering client needs, to deploying the live solution, much work is needed to successfully deploy a custom client store. Use the resources in here to help you plan every phase of store creation.
- Installing
  Review the following sections for information about installing the WebSphere Commerce product, associated maintenance, and WebSphere Commerce enhancements.
- Migrating
  Before you migrate to WebSphere Commerce Version 8.0, review this information to help plan and execute your migration.
- Deploying
  The topics in this section describe how to publish stores to either a test or production environment, and how to deploy customized code.
- Operating
  - IBM Management Center for WebSphere Commerce
    The IBM Management Center for WebSphere Commerce, or Management Center, is a suite of tools to support store management, merchandising, and marketing tasks for business users (Sellers, Marketing Managers, Product Managers, Catalog Managers, and others).
    - Planning to use Management Center
      If you are using WebSphere Commerce Accelerator, consider using Management Center to manage your store.
    - management-center/refs/rtfgetstart.htm
    - Management Center keyboard shortcuts
      Use the Management Center keyboard shortcuts to access user interface functions or complete tasks, using a single key or combination of keys.
    - Working in extended site stores in Management Center
      If your company operates an extended site, you can perform certain tasks directly from your extended site store within Management Center.
    - Manage content externally for use in Management Center
      If content management capabilities other than the functionality that is provided by default with WebSphere Commerce is required, WebSphere Commerce can be integrated with IBM Web Content Manager. If WebSphere Commerce is integrated with IBM Web Content Manager, you can use content from IBM Web Content Manager content libraries with Management Center objects.
    - Manage marketing externally with IBM Marketing Center
      If your site is integrated with IBM Marketing Center, Management Center users can open IBM Marketing Center from Management Center to upload promotion codes and to create and manage marketing campaigns.
    - Management Center user interface
      The Management Center user interface provides a usable, intuitive, and efficient way to complete your business tasks.
    - Using the Management Center
      The starting point for all Management Center tasks is to open the tooling. Afterward, you can use several methods to complete a task: by selecting menu options, by clicking toolbar buttons, by right-clicking and selecting menus, or by keyboard shortcuts.
    - Catalogs tool
      Use the Catalogs tool in Management Center to manage catalogs, categories, catalog entries, merchandising associations, product attributes, and attachments in your store. The Catalogs tool lets business users create, and manage online catalogs. Catalogs provide a way of organizing the products that you want to sell. You define catalog data in groups of categories and products. Catalog data contains descriptions and pricing information for products and services.
    - Marketing tool
      Use the Marketing tool in Management Center to create and manage marketing campaigns and other store content, excluding catalog content. You can use the extensive precision marketing features in the tool to deliver targeted marketing messages to customers.
      - Managing web and dialog activities
        Web and dialog activities are used to deliver brand or promotional messages to customers through a variety of methods.
        Web activities
        Create web activities to schedule and control the information that displays in e-Marketing Spots or Commerce Composer widgets on your store pages. When a customer views a store page, the web activity determines what to show the customer. You can target specific sets of customers with personalized and relevant content.
        Dialog activities
        Create dialog activities when you want to automate marketing actions based on the specific behavior of your customers. Think of a dialog activity as an interactive dialog with a customer: you wait for the customer to do something, and then you respond with an email or a coupon, or some other planned marketing action. This dialog can be ongoing as the customer's behavior on your site changes over time.
        Creating a web activity that displays catalog entries
        You can create a web activity that displays one or more catalog entries (products, SKUs, bundles, or kits) in an e-Marketing Spot on a store page. For example, you can display featured products, cross-sells, up-sells, best-selling or top-browsed products, or a list of a customer's recently viewed products.
        Creating a web activity that displays categories
        You can create a web activity that displays one or more categories in an e-Marketing Spot on a store page. For example, you can display featured categories or a list of a customer's recently viewed categories.
        Creating a web activity that displays content
        You can create a web activity that displays images, text, or static HTML in an e-Marketing Spot on a store page. For example, you can display an ad for a store promotion, or some information about an upcoming store event.
        Creating a web activity that displays IBM Product Recommendations
        If your company subscribes to IBM Product Recommendations, formerly known as Coremetrics Intelligent Offer, you can create a web activity that displays the product recommendations that are generated by IBM Product Recommendations.
        Creating a dialog activity
        Create dialog activities to market to customers when they do something specific or when an event occurs. First, you define a trigger for the dialog activity, for example, when a customer registers or places an order. You then define the action to take, for example, sending an email to the customer or adding the customer to a customer segment. You can also define targets in dialog activities to limit the marketing actions to specific customers.
        Activity building blocks: triggers, targets, and actions
        When you build a marketing activity by using the Activity Builder, your building blocks are triggers, targets, and actions. These building blocks are represented as icons, or elements, in the palette. You select elements from the palette and place them in a precise order along a flow that represents the marketing activity.
        Triggers in dialog activities
        Triggers define the event that causes your dialog activity to start or continue. Use triggers to wait for a customer to do something, for an event to occur, or for time to elapse. To include a trigger in a dialog activity, drag the trigger from the palette into the activity flow in the Activity Builder.
        Targets in marketing activities
        Use a target to personalize a web or dialog activity so that the activity applies only to certain customers. To include a target in an activity, drag the target from the palette into the activity flow in the Activity Builder. Place the target to the left of the action element that you want to target.
        Actions in marketing activities
        Actions define what to do, based on the previous sequence of triggers and, optionally, targets in the activity flow. To include an action in a marketing activity, drag the action from the palette into the work area of the Activity Builder.
        Action: Send Message
        Use this action in a dialog activity to automatically send a marketing email or text message (SMS) to a customer when the customer does something specific, such as registering on the site or placing an order.
        Action: Issue Coupon
        Use this action in a dialog activity to automatically issue a coupon to a customer when the customer does something specific, such as registering on the site or placing an order. This is an ideal way to provide incentives to customers whose behavior indicates that they are already interested in your store.
        Action: Add To or Remove From Customer Segment
        Use this action to dynamically build and manage customer segments according to the behavior of individual customers. Each customer who reaches this action in a web or dialog activity, or a search rule, is added to the customer segment you specify. You can also use this action to remove customers from the customer segment. This is an ideal way to categorize customers for behavioral marketing initiatives or to entitle customers to promotions.
        Action: Recommend Catalog Entry
        Use this action in a web activity to display one or more catalog entries (products, SKUs, bundles, and kits) in an e-Marketing Spot. For example, you might want to display a list of featured products on a category page.
        Action: Recommend Content
        Use this action in a web activity to display content in an e-Marketing Spot. Content is typically marketing images, but it can be any images, text, or static HTML that you want to display to customers on store pages.
        Action: Recommend Category
        Use this action in a web activity to display one or more categories in an e-Marketing Spot. For example, you might want to display a list of featured subcategories on a top category page.
        Action: Display Merchandising Association
        Use this action in a web activity to display one or more predefined merchandising associations in an e-Marketing Spot. For example, you can display a list of accessories for a catalog entry on the product details page, or display a list of catalog entries that complement the customer's shopping cart contents on the shopping cart page.
        Action: Recommend Promotion
        Use this action in a web activity to display content in an e-Marketing Spot that is associated with a promotion, and when the following is true: the content has a predefined click action for a promotion.
        Action: Display Recently Viewed
        Use this action in a web activity to display in an e-Marketing Spot a list of the catalog entries or categories that a customer has recently viewed. Customers can then use this list to track and revisit catalog pages of interest.
        Action: Display Top Browsed
        Use this action in a web activity to display in an e-Marketing Spot a list of the top-browsed catalog entries for a category you specify. This type of list can motivate customers to find out more about catalog entries that are driving a lot of interest on the site.
        Action: Display Best Sellers
        Use this action in a web activity to display in an e-Marketing Spot a list of the best-selling catalog entries for a category you specify. Best-seller lists can motivate customers to purchase catalog entries that are popular with other customers.
        Action: Display Promotional Price
        Use this action in a web activity to display the discounted price of the catalog entry that the customer is viewing. You specify one or more promotions to use to calculate the discount. On the storefront, WebSphere Commerce displays the discounted price in an e-Marketing Spot associated with the catalog entry. In this way, you can draw attention to a promotion that customers might otherwise overlook.
        Action: Display Recommendation From External System
        If your store uses a system external to WebSphere Commerce to determine relevant catalog entry recommendations for customers, you can use this action to display those recommendations in an e-Marketing Spot.
        Action: Display IBM Product Recommendations
        Use this action in a web activity to display one or more catalog entries that are recommended in an e-Marketing Spot by IBM Product Recommendations, formerly known as Coremetrics Intelligent Offer. This action can display both flat file and dynamic recommendations.
        Action: Display Location-based Content
        Use this action in a web activity to display content in an e-Marketing Spot for a specific store (point of interest) or region when a customer is using a mobile device.
        Action: E-Marketing Spot Title
        Use this action in a web activity to display an e-Marketing Spot title to customers. This title can be used to identify the advertising or promotion in an e-Marketing Spot to customers.
        Action: E-Marketing Spot Properties
        Use this action in a web activity to return information to an e-Marketing Spot to change storefront or e-Marketing Spot behavior. By returning information to an e-Marketing Spot, such as a style sheet or JSP, you can change what displays on your storefront, or how this content displays.
        Using the branch element in web and dialog activities
        Add the branch element to a web or dialog activity if you want to split a single path in the activity into multiple paths. Each path can then contain different triggers, targets, and actions within the same activity. You can also add more paths, delete branch elements, and nest branch elements within existing branch elements.
        Activating or deactivating an activity
        Activities can exist in the store in two states; active or inactive. You must activate an activity to make it perform its function for your store. For example, you must activate a web activity to make it display content in e-Marketing Spots on your store pages. You can edit inactive activities only.
        Testing web and dialog activities
        Test web and dialog activities on a testing server to ensure they produce the right result before moving the activities to the production server.
        Browsing for activities using lists and calendars
        You can browse for activities in the Management Center using several methods.
        Changing a web activity
        You can update your Web activities to correct errors, raise or lower the priority relative to other activities, or to realign dates.
        Changing the priority of a Web activity
        You can change the priority of a Web activity relative to other Web activities. When multiple activities are scheduled for the same e-Marketing Spot, the Web activity with the higher priority is displayed first.
        Viewing the web activities scheduled for an e-Marketing Spot
        You can view all of the web activities currently scheduled to display in a selected e-Marketing Spot in a list or calendar view. Use these views to resolve conflicts when multiple activities are scheduled to an e-Marketing Spot concurrently.
        Changing a dialog activity
        Change your dialog activities to correct errors, change the priority relative to other activities, or to realign dates.
        Deleting activities
        Deleting your activities removes completed or inactive activities from the Management Center.
        Comparison of web activities and dialog activities
        You can use the Activity Builder in the Marketing tool to build both web activities and dialog activities. To decide which type of activity you need, consider the purpose of your activity.
        Activity Builder
        The Activity Builder presents a graphical interface where you can create web and dialog activities.
        Branches in marketing activities
        A branch element is an element you can add to a web or dialog activity to split a single path into two or more paths. When a customer experiencing the activity reaches the branch element, the customer proceeds down one or more of those paths based on criteria that you define. As a result, a single activity can have multiple outcomes, and you can target each outcome to a different set of customers.
        Differences between the branch element and the experiment element
        The palette in the Activity Builder contains two elements in the Branching section: the branch element and the experiment element. These two elements are similar in that you can add them to marketing activities to split a single path into multiple paths; however, these two elements have different uses and they offer different features.
        Best practices for web and dialog activities
        Review these best practices for creating web and dialog activities so that you can learn ways to manage activities more easily and reduce storefront performance impacts.
      - Managing email activities
        Email activities are managed by Marketing Managers to keep a site's targeted marketing efforts organized.
      - Managing marketing experiments
        Marketing experiments are managed by Marketing Managers. They are used to test the effectiveness of brand or promotional messages on the web.
      - Managing custom activity templates
        To save time, create custom activity templates to use as a starting point for creating web and dialog activities.
      - Managing activity statistics
        The Marketing tool gathers and displays various types of statistical data about your web, dialog, and email activities.
      - Managing marketing content
        Marketing content is managed by marketing managers. It is used to deliver marketing messages to customers, as part of campaign activities.
      - Managing customer segments
        Marketing Managers create customer segments to use as targets for marketing campaigns and promotions.
      - Managing e-Marketing Spots
        Marketing Managers create and manage e-Marketing Spots, to ensure that store pages are filled with relevant and compelling images and information.
      - Managing feeds for e-Marketing Spots
        For e-Marketing Spots, feeds provide a means to syndicate marketing information for display in feed readers.
      - Managing email templates
        Email templates, managed by Marketing Managers, are the basis of email activities delivered to customers.
      - Working with campaigns
        Campaigns are managed by Marketing Managers, in order to keep a store's marketing activities organized.
      - Managing search rules
        Search rules provide a means to deliver customized search results and ordering when customers search the storefront.
      - Managing search rule experiments
        Search rule experiments are managed by Marketing Managers. They are used to test the effectiveness of search rules.
      - Organizing marketing objects with folders
        You can use the Management Center Marketing tool to create and manage folders for organizing your marketing content, customer segments, activities, and e-Marketing Spots. By using marketing folders to group and organize your marketing objects you can simplify browsing for and managing your marketing objects.
      - Frequently asked questions (FAQ)
        Find answers to some frequently asked questions about using key features of the Marketing tool and completing tasks.
      - Troubleshooting
        If you encounter issues while you are using the Marketing tool, review troubleshooting information to solve common problems.
      - Task flow: Merchandising and marketing with search in the Aurora starter store
        In this task flow, you learn how to use WebSphere Commerce Search to effectively market and merchandise through your storefront catalog and other site content.
    - Promotions tool
      Use the Promotions tool in Management Center to create and manage promotions that support the marketing campaigns for your site.
    - Assets tool
      As a Product Manager, Marketing Manager, or Category Manager, you can use the Assets tool to upload and manage your store assets. The term assets refers to web content that you use on your storefront and in marketing campaigns, such as marketing image files, catalog image files, PDF documents, and multimedia files.
    - Catalog Filter and Pricing tool
      Use the Catalog Filter and Pricing tool in Management Center to create and manage catalog filters, price lists, and price rules. Sellers, Sales Managers, and Account Representatives can use the tool's flexible features to implement catalog filtering and pricing strategies that meet the site's business needs over time.
    - Installments tool
      Use the Installments tool in Management Center to create and manage installment rules that support the payment methods for your site.
    - Commerce Composer tool
      Create pages and build layouts for your store directly in Management Center without involving IT by using the Commerce Composer tool. Take advantage of the tool's page design and management functions to improve your productivity and give you more control over the customer experience.
    - Store Management tool
      As a Seller, Site Administrator, or Channel Manager, you can use the Store Management tool in Management Center to manage your stores. The Store Management tool in Management Center replaces all of the store management features in WebSphere Commerce Accelerator, except store creation and the ability to suspend and resume stores. Continue to use the Store Creation wizard in WebSphere Commerce Accelerator to create new stores; continue to use WebSphere Commerce Accelerator to suspend and resume stores.
    - Workspace Management tool
      You can use the Workspace Management tool in Management Center to manage and edit workspaces and its tasks and task groups that you are authorized to work with.
    - Previewing a store
      Preview your store to ensure that changes made in Management Center show up in your store as expected. You can use store preview in production, authoring, and staging environments.
    - Management Center frequently asked questions (FAQ)
      Find answers to some of the most frequently asked questions about the Management Center.
    - Management Center Troubleshooting
      If you encounter issues with the Management Center that are not related to any specific tool, review this troubleshooting topic to solve common problems.
  - WebSphere Commerce Accelerator
    Use the WebSphere Commerce Accelerator to maintain online stores.
- Integrating
  Topics in the Integrating category highlight the tasks that are commonly performed for using WebSphere Commerce in combination with other products.
- Administering
- Tutorials
  WebSphere Commerce provides many tutorials to help you customize and understand your WebSphere Commerce instance and stores.
- Samples
- Developing
  The topics in the Developing section describe tasks performed by an application developer.
- Compliance
  The following section describes how you can leverage WebSphere Commerce features and functionality to help your site be compliant with different privacy and security standards.
- Securing
  These topics describe the security features of WebSphere Commerce and how to configure these features.
- Performance
- Troubleshooting

Actions in marketing activities

Actions define what to do, based on the previous sequence of triggers and, optionally, targets in the activity flow. To include an action in a marketing activity, drag the action from the palette into the work area of the Activity Builder.

Web activity actions


Action	What it does
Recommend Catalog Entry	Displays one or more catalog entries that you want to recommend to customers. This action can also recommend catalog entries dynamically that are based on the customers navigation and search choices.
Recommend Content	Displays content, such as advertisements, store information, informational images, or links to store pages.
Recommend Category	Displays one or more categories on a store page.
Display Merchandising Association	Displays one or more merchandising associations.
Recommend Promotion	Displays content that is associated with a promotion and has a predefined click action for a promotion.
Display Recently Viewed	Displays a list of catalog entries or categories that a customer has recently viewed.
Display Best Sellers	Displays a list of the best-selling catalog entries for a category you specify.
Display Top Browsed	Displays a list of the top-browsed catalog entries for a category you specify.
Add To or Remove From Customer Segment	Adds the customer to or removes the customer from an existing customer segment that you specify. Note: This action does not display anything, but it can be used as an action in a web activity.
Display IBM Product Recommendations	Displays a list of catalog entries from IBM Product Recommendations dynamic or flat file recommendations.
Display Promotional Price	Calculates and displays the discounted price of a catalog entry that a customer is viewing, based on one or more promotions you specify.
Display Location-based Content	Displays content that is relevant to the customer's location, such as an e-flyer. The location can be a point of interest (for example, a store) or a region.
E-Marketing Spot Title	Displays content as a title for an e-Marketing Spot. This content displays as the title instead of any specified default title content. This content can be any kind of marketing content.
E-Marketing Spot Properties	Specifies information about a property that is to be returned to an e-Marketing Spot. This action can be used to return information that can change the storefront and e-Marketing Spot content that displays to customers.

Dialog activity actions


Action	What it does
Add To or Remove From Customer Segment	Adds the customer to or removes the customer from an existing customer segment that you specify.
Send Message	Sends the customer an email or text message (SMS) that contains your marketing message.
Issue Coupon	Adds a coupon that is associated with a coupon promotion to the customer's coupon wallet.