IBM Commerce | IBM Marketing Cloud

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Act on Data From Any Channel In Any Channel

IBM Universal Behavior Exchange (UBX)+ Exchange Solutions

The Smarter Loyalty platform helps retailers drive retention, customer lifetime value and profitability by identifying, valuing and closing high-value “customer behavior gaps” (valuable behaviors that customers are not performing). Whether enhancing an existing loyalty program, or

implementing a new one, this solution enables one-to-one customer engagement, using individualized incentives to drive incremental behavior change.

Leveraging IBM UBX, Smarter Loyalty influences a dataflow that enables users to capitalize & enhance their existing IBM solutions. Smarter Loyalty can tap into the IBM Customer Experience Analytics solutions to enrich the customer clickstream data captured by these products and use this data to create real-time and/or ad-hoc communications focused on driving incremental customer behavior. Additionally, IBM Marketing Solutions customer communications are enhanced by Smarter Loyalty data in delivering individualized incentives, which optimize promotional spend.

Enhance Customer Loyalty Leveraging Results of Omni-channel Marketing Activities

1. Customer receives offer or marketing engagement via website or email

2. IBM Marketing Cloud records customer response and adjusts customer scoring according topoints the marketer has assigned or IBM Tealeaf captures customer behaviors via web andmobile

3. IBM Marketing Cloud determines which events to publish to IBM UBX, calls UBX API, andpublishes customer events as they happen or IBM Tealeaf calls IBM UBX API and publishescustomer events as they happen – like customer struggles, web events, mobile events, etc.

4. Customer data activity qualifies for 1:1 offer assign earned loyalty points

IBM Commerce | IBM Marketing Cloud

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Copyright IBM Corporation 2016 | IBM Corporation, Route 100, Somers, NY 10589 | Produced in the United States of America | January 2016

IBM, the IBM logo, ibm.com and Silverpop are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM

trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time

this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at “Copyright and trademark

information” at: ibm.com/legal/copytrade.shtml. Other product, company or service names may be trademarks or service marks of others.

This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client

examples cited are presented for illustrative purposes only. Actual performance results may vary depending on the specific configurations and operating conditions. It is the user’s responsibility to evaluate and

verify the operation of any other products or programs with IBM product and programs. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED,

INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NONINFRINGEMENT.

IBM products are warranted according to the terms and conditions of the agreements under which they are provided.

Exchange Solutions is a certified IBM Business Partner and has achieved Ready for IBM Commerce validation, with synergies on an array of IBM products,

including IBM Tealeaf and IBM Marketing Cloud.

Smarter Loyalty

Evan is the Channel Owner for his brand. He wants to drive customer loyalty and better understand who his most loyal customers are, based on their omni-channel behavior and interactions with his brand.

Evan wants to take these insights one step further and make this data actionable. Using UBX’s easy click-and-connect UI, he sends these behaviors to Exchange Solution’s Smarter Loyalty platform.

Evan’s marketing team sends special offers to targeted customers through the IBM Marketing Cloud, both via email and website engagements. Through the integration to IBM UBX, Evan is able to capture the responses and behavioral insights to these offers. For example, he can see when and which customers are opening email, clicking on email, or interacting with the offers displayed on their website.

Smarter Loyalty takes these events and passes back enriched customer loyalty understanding: assigning more points to more loyal customers, managing these customer loyalty points, and then re-presenting the best offer for that customer based on their current loyalty.

Ultimately, Evan is able to present the right offer to the right customer, driving customer loyalty across the board for his brand. He has not only gained insight into his customers’ behaviors via UBX, but is able to act on this data by delivering the best offer to engage with via Smarter Loyalty’s customer loyalty insights.