The Pioneer Cycling Store demonstrates many new techniques for enhancing the merchandising capabilities of an online store. ATG Consumer Commerce allows products to be combined in innovative ways. Using the ACC, you can organize products in many categories, and group them across categories.
You can give any product in the store a list of specific products to cross-sell or a group of related products. For example, a branded water bottle may be categorized in both Accessories > Drink Holders and Brand X Products > Bottles, a member of the product group called “Summer Products,” and cross-sold with a sports drink.
The merchandising powers of business users are also expanded using scenarios. Scenarios allow you to offer discounts, suggest products, or display incentives to customers according to their actions on the site. For example, a scenario may track when a customer adds Product A to the shopping cart, then give the customer a 50% discount on Product B. Scenarios can offer different incentives depending upon the user’s profile, the day of the week, or chance operations. Scenarios maintain their state between site visits and are valuable tools for designing a complete customer experience.
The Pioneer Cycling store also offers customers enhanced merchandising through coupons, gift certificates, and wish lists.
