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Guided Selling - Customer Segmentation



Isn't it important to make sure that each user coming to your online commerce channel should quickly and effectively able to find the right product they need and wanted to buy? Modern sales channel, works over a concept called ‘guiding selling’ to reduce user time and increase sales efficiency. Concept is applicable of both B2B and B2C online channel, where more than user replying of his knowledge of product he wants to buy, he can reply on system to suggest based on the information of what he wants to buy. Such efforts of reducing user time to find right product could prove decisive between converting a shopper to a customer.
There are multiple ways, selling channel can help user, and one of the core concepts is ‘Customer Segmentation’. Before that let’s user stand how catalog and product categories works.

Catalog & Product Categories: Creating and grouping product under categories, assigning them to selling catalog, could prove helpful for a customer to navigate to the desired product quickly. In online commerce world, small things like:
               i.      Region based catalog, what’s more popular for young East coast vs. conventional audience of Minnesota.
             ii.      User based, High end gadget category displayed on top for young customers vs. home appliance categories displayed to home makers.
            iii.      Right bundling of product in categories, i.e. SLR camera should be shown under ‘Adventure and Outdoor’ along with ‘Electronics’ category.


  Following features could be achieved by a concept called Customer Segmentation. What could be sold to this user, where and at what price? Customer segmentation also refer as entitlements, controls the display of user catalog, price-list assignment and product display based on region, customer level and customer type.

Most of the model commerce site use following concept for driving product sales and enhancing user experience by showing them with appropriate product and price for them.  In commerce product like Sterling CPQ (Configure, Price, Quote), Comergent and WebSphere commerce, segmentation is achieved and managed through Customer entitlements , product entitlement and Organization Selling Catalog assignment.

 In addition, there are certain other concepts & features which work for guided selling. I will discuss them in my next blog.
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