---
schema_version: "1"
id: a443d58df265ac55857a23b2034206626452a19d774d790b9cd1a17cc754d19a
title: Retail - Web Use Cases
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_use_case_web_retail.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_use_case_web_retail.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: a7f732a2e20fb060a5d5db1625973ee22669f89226841e4e09466ff86960cc84
description: Drive impact on websites with personalization use cases that other customers have used in web campaigns for retail.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# Retail - Web Use Cases

Drive impact on websites with personalization use cases that other customers have used in web campaigns for retail.

As an ecommerce marketer in the retail industry, you want to respond to every shopper based on their unique preferences and intent. Drive conversions, build long-term customer loyalty, and remain competitive in your industry.

When it comes to personalizing your website to increase the conversion rate at each step along the path, consider the customer lifecycle with its six stages.

![Life cycle stages for retail](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_personalization-264-0-0-production-enus/16bf1f60-f44c-4260-a56e-f052cfe515a3/mc_personalization/images/mc_pers_use_case_retail.png)

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
          <col style="width:16.666666666666664%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e65">Onboard</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e68">Discover</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e71">Compare</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e74">Convert</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e77">Expand</th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d78577e81">Retain</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">Contextually introduce and inform. Capture key identity elements.</td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e68 ">Inspire and ensure easy exploration of relevant products and content.</td>

            <td data-label="Compare" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e71 ">Encourage active product evaluation. Recognize signs of defection.</td>

            <td data-label="Convert" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e74 ">Eliminate friction points. Prevent abandonment.</td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e77 ">Intelligently cross- and up-sell to increase UPT and AOV.</td>

            <td data-label="Retain" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e81 ">Reinforce relationship. Continually nurture to grow LTV.</td>

          </tr>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptrk/a_EqnhmPiqKS6lRJhYj3xoT36GmvLA2q64n06Kn3vH4" target="_blank">Referrer Source Targeting</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptrp/XYGkeRDVp3ctpNnxNQa6nSNRbgdcmLhyTb7N1dEGX90" target="_blank">Promotional Targeting</a>
            </td>

            <td data-label="Compare" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptru/9HXyXPTvfBoEyF8_H_O1tjKz.ci_VsYYgK.KBQuJJ4w" target="_blank">Comparison Shopping</a>
            </td>

            <td data-label="Convert" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001S6wL/DVsW1JRzGkYLCuEChhPM.orBKr4YWHtNXVBaMc3EUok" target="_blank">Cart Abandonment</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001pts4/YDRbRixfj95_AVfPGT6aqQVRwiCuuZCdYth77K3WYTo" target="_blank">Preference Capture</a>
            </td>

            <td data-label="Retain" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001pts9/QchI0H27TqndKj3Acqw4GMOtHCMhURBfi2_5D2QOdi4" target="_blank">Prompt for Survey or Review</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsA/8j3KCsA442PTyCso14BEJEvt0PmGHdlUAfnTGNaAnhc" target="_blank">New Visitor Education</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsE/1PmSddIVdJAMay0q3lPoU1qA.DNDq.QBaqaBxO.rmZs" target="_blank">Einstein Recipes - Content</a>
            </td>

            <td data-label="Compare" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001pts5/cKt1V1.GhZiSM3Q05tfo0OV6zgsm1aJOFV_P8hJiUHM" target="_blank">Persistent Messaging (Recently Viewed)</a>
            </td>

            <td data-label="Convert" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001pts6/06vZ0JYDJHI.jq0UETjyQILWVZ484U6gbboI_1alR5k" target="_blank">Einstein Recipes - Add to Cart
                Recommendations</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Cross-sell Products</a>
            </td>

            <td data-label="Retain" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsO/suTBmnTbi_LFCxV3YfKDQj9gDfHckit5IC5QLcyh2Lg" target="_blank">Lifecycle Segmentation &amp; Targeting</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsT/UMewq97fN2CP70LV2efsNriRHJRXsxrNhgIOk.4QoNQ" target="_blank">Weather and Geo-targeting</a>
            </td>

            <td data-label="Discover" class="slds-cell-wrap" rowspan="3" style="text-align:left;vertical-align:top;" headers="d78577e68 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Brand, Category and
                Products</a>
            </td>

            <td data-label="Compare" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - 404 Error, Out of Stock, Null
                Search Product Recs</a>
            </td>

            <td data-label="Convert" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d78577e74 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsO/suTBmnTbi_LFCxV3YfKDQj9gDfHckit5IC5QLcyh2Lg" target="_blank">Targeted Offers by Segment</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Add to Cart Value Threshold
                Recommendations</a>
            </td>

            <td data-label="Retain" class="slds-cell-wrap" rowspan="2" style="text-align:left;vertical-align:top;" headers="d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Post-purchase Products</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsY/zCe6HMYUpsuY.9vF2fdHRH6cxKUEG0TLD4HeU4PPyi4" target="_blank">Exit Intent</a>
            </td>

            <td data-label="Compare" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e71 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Similar/YMAL Products</a>
            </td>

            <td data-label="Expand" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e77 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">Einstein Recipes - Upsell Products</a>
            </td>

          </tr>
          <tr class="">
            <td data-label="Onboard" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d78577e65 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsd/7qbPZk_Tr3sH2HboI0vDNxr28s5O24gGVWHohxrFtlQ" target="_blank">Email Capture</a>
            </td>

            <td data-label="Compare" class="slds-cell-wrap" colspan="4" style="text-align:center;vertical-align:top;" headers="d78577e71 d78577e74 d78577e77 d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsJ/jE3LhfTMVXax5XxcXsu5lRZDL.ngj7BQsmmt62UmBxM" target="_blank">My Brand Dedicated Pages</a>
            </td>

          </tr>
          <tr class="">
            <td class="slds-cell-wrap" colspan="6" style="text-align:center;vertical-align:top;" headers="d78577e65 d78577e68 d78577e71 d78577e74 d78577e77 d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsi/xgX2A4P4QkgiGWMXBBhskTmZbpVB.u52i9_TyZlvgYI" target="_blank">Einstein Decisions - 1:1 Next Best Offer (Premium
                Edition only)</a>
            </td>

          </tr>
          <tr class="">
            <td class="slds-cell-wrap" colspan="6" style="text-align:center;vertical-align:top;" headers="d78577e65 d78577e68 d78577e71 d78577e74 d78577e77 d78577e81 ">
              <a href="https://org62.my.salesforce.com/sfc/p/#000000000062/a/3y000001ptsP/4DHYheKnDiMLk5SkxLpDXTQvtMgjJotuFhst43UeyPY" target="_blank">Marketing Cloud Personalization - Surveys (Premium Edition
                only)</a>
            </td>

          </tr>
        </tbody>
      </table>

![Tip](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_personalization-264-0-0-production-enus/16bf1f60-f44c-4260-a56e-f052cfe515a3/images/icon_tip.png)

Tip Each use case offers a generalized example of a successful personalization implementation. It gives you a glimpse into how a customer approached driving impact in different channels. When planning for success for your content, business objectives, and marketing goals, consider use cases based on the journey stage, then follow the instructions to jump-start your personalization solution. For more information, see [_Video_: Planning for Success](https://help.salesforce.com/s/articleView?id=000364525&type=1&language=en_US).

#### See Also

- [Consider Personalization Use Cases](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_use_case_about.htm&release=264.0.0&type=5 "Browse the Use Case Library to look for ideas and inspiration for your own personalization solutions. The use cases represent popular examples. But they’re not templates, nor do they encompass the full range of possible use cases for your business. Before you commit to implementing one or more personalization use cases, determine whether the use case aligns with your business goals, priorities, and other suitability criteria.")