Commerce that’s personalized for customers and centralized for business.
The set up of Dynamics 365 Connected Commerce.
See how Microsoft Dynamics 365 Commerce supports you in the execution of your digital sales strategy with unified, intelligent, and personalized customer shopping experiences. This includes streamlining your existing supply chain and adding more resiliency. We’ll show you how Dynamics 365 Commerce provides a unified experience between your organization and your customers, how it enables centralized operations, and what it takes to set it up.
As a modern solution, Microsoft Dynamics 365 Commerce:
- Shows intelligent product recommendations when customers visit your eCommerce site.
- Gives customers a personalized experience by accessing their purchase history, shipping information, feedback, ratings and reviews.
- Integrates with Dynamics 365 Fraud Protection, allowing you to run risk diagnostic reports and implement rules that leverage Microsoft’s adaptive AI to react to fraud.
- Comes with powerful analytics that allow your business users to review purchasing patterns across online and in-store purchases and see how specific locations are performing.
Vanessa Fournier, Dynamics 365 Group Product Manager, shows you how Dynamics 365 Commerce enables intelligent and personalized interactions across your sales channels, all while protecting against fraud and ensuring increased resiliency.
01:53 — Components that make it possible: ERP system & Common Data Service (CDS)
02:50 — Core components: Commerce HQ & API Integration
03:23 — Key channels: Online, Point of sale, & Call center
04:26 — Leverage Customer Insights
05:00 — Your eCommerce website
06:11 — Point of Sale (POS) experiences
08:12 — Drive down costs with Fraud Protection
For a deeper dive on the Power Platform, and to learn more about adopting specific Dynamics 365 applications and services, check out our Dynamics 365 Essentials for IT series at https://aka.ms/Dynamics365ForIT
Learn more about Customer Insights at https://aka.ms/MechanicsCustomerInsights
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Welcome to Dynamics 365 Essentials for IT. In the next few minutes, I’ll look at how connected commerce supports you in the way you’re executing on your digital sales strategy with unified, intelligent, and personalized customer shopping experiences. This includes streamlining your existing supply chain and adding more resiliency. Specifically, we’ll show you how Dynamics 365 Commerce provides that unified experience between your organization and your customers and how it enables centralized operations and what it takes to set it up. As a modern solution, Microsoft Dynamics 365 Commerce allows you to engage with your customers however they choose to engage: through a salesperson using a mobile point of sale device in physical stores, with an agent in your call center, or directly on your eCommerce site. Because timing and personalization is critical, Dynamics 365 Commerce shows intelligent product recommendations when customers visit your eCommerce site. In addition, people can log into and get a personalized experience by accessing their purchase history, shipping information, provide feedback, ratings and reviews. Across in-store or call center experiences, your sales personnel have access to the same customer information. To protect your business, Commerce also integrates with Dynamics 365 Fraud Protection, allowing you to run risk diagnostic reports on your payment transaction data, implement rules that leverage Microsoft’s adaptive AI to react to potential fraud in near real time, and provides detailed insights to your customer support team when customer transactions are escalated for resolution. Commerce’s distributed order management system takes customer orders wherever they come from and determines the best location from which to fulfill the order. And of course Commerce comes with powerful analytics that allow your business users to review purchasing patterns across online and in-store purchases and see how different channels or specific locations are performing.
So now let’s look at the components that make all of this possible. First, Dynamics 365 Commerce requires an ERP system to handle aspects like your orders and inventory. This can be Dynamics 365 Supply Chain Management and Finance, which integrates natively, or your current ERP system. Commerce and its information is accessible through Microsoft’s Common Data Service, which is a part of Microsoft’s Power Platform. The Common Data Service is a heterogeneous storage service for both structured and unstructured data and provides a foundation for data integration across all Dynamics 365 applications and services, as well as your in-house and even SaaS applications and other clouds. Microsoft also provides prebuilt connectors to integrate your systems and business processes with CDS. And of course you can always build your own. If you want to know more about how this works, we covered CDS in our overview episode, which you can watch at aka.ms/Dynamics365ForIT.
Next, Dynamics 365 Commerce itself consists of two core components and three key channels. The two core components are Commerce headquarters, which is where you manage all of the information for your Commerce system, such as products, prices, discounts, and so on. Then there’s the Nucleus of Commerce, the API integration layer that connects your backend data with your front end systems. Think of this second component as a headless Commerce engine. This engine takes information from your ERP system and the data entered through Commerce headquarters and serves it up to your channels.
The three key channels that you can set up and manage through Commerce are: online channels such as eCommerce sites, point of sale and mobile point of sale systems used in your stores, as well as your call centers. Now, if you’re using other channels like social media, and emerging ones such as AI-driven chatbots, the headless Commerce engine also supports them through its APIs. When you plan your rollout, you’ll need to familiarize yourself with the elements and hierarchies in Commerce headquarters and work with your stakeholders to determine and document how you organize and bring over data like products and categories, catalogs and assortments, pricing and discounts, employees and customers. Transactional data such as purchases, returns, feedback, reviews, and personalized recommendations, flow through the Commerce engine to all of your channels, ensuring consistent experiences wherever customers and associates do business with you. Your organization will probably also want to take advantage of Commerce’s clienteling feature, which provides you with customer profiles and information directly in the point of sale. You can also surface next best customer actions by leveraging Dynamics 365 Customer Insights. If you’re not familiar with Customer Insights, it’s a service that pulls together customer information from disparate sources to build an actionable 360-degree profile of your customers that enables more personalized experiences. You can learn more at aka.ms/MechanicsCustomerInsights. These insights can also be surfaced in your eCommerce site as personalized recommendations generated through built-in machine learning, which also can be enriched through Customer Insights. Dynamics 365 Commerce headquarters allows you to easily and dynamically update your eCommerce site in real time by keeping your product information, pricing and inventory centralized so that you can map the live data to the content in digital asset management system of your eCommerce site. This ensures no data is cached or duplicated. The eCommerce website available with Dynamics 365 Commerce supports streamlined website authoring and connected inventory management across channels. And out of the box, Dynamics 365 Commerce provides you with a plug-and-play template option for page outlines, which you set up through Lifecycle Services. Authoring tools enable you to manage your marketing pages, product pages, URLs, templates, layouts, and media assets in a single location. To further streamline website creation, you can leverage templates that reference this consolidated data stream across product inventory, marketing, assets, customers, and digital assets. Product images defined in Dynamics Finance and Operations, but are hosted in the eCommerce content management system where they can be used across all of the retail channels including physical store point-of-sale systems, eCommerce, call center, kiosk, and mobile applications.
Now, another important channel of course is the point-of-sale system, or POS for short. With buy online and curbside pickup becoming common, the POS is critical. Commerce includes three POS experiences: the Cloud POS, a browser-based system, the Retail Modern POS, an app that can be used on Windows-based devices, and the POS Hybrid App for Android and iOS devices. Now, you don’t want anything to interrupt a sale in your stores. That’s why the Modern POS client can run independently in offline mode even if connectivity to Commerce headquarters is lost. In fact, it will dynamically switch to the offline database on the device so the sales transaction can continue. You can also have multiple options for your store deployment topology to balance hardware footprint and costs with your offline requirements in each store location. These typologies make use of the Modern POS and our Commerce Scale Units available for you to run locally or as a SaaS service. Commerce Scale Units are in-store hardware that handled data when the store loses internet connectivity. These direct incoming and outgoing traffic intelligently to target nearby data centers. So now let’s look at deploying and updating these systems. These require both installation and activation. The Channel deployment workspace in headquarters provides a quick filterable view of all of the devices across stores, and also provides options for bulk deployment. You can also use your preferred software distribution method, such as Intune or configuration manager for silent installation of your POS software. In addition to installing the software, you’ll need to activate each POS device. This can be done manually at the device or remotely through configuration file during the installation process. In terms of point-of-sale system security, you’ll use your Commerce headquarters to create the worker’s account with an Azure Active Directory identity if you’re using AAD, or if not, you’ll provide them with a secure username and password managed through Commerce. So that’s the point of sale.
But since we’re in the topic of security, let’s end by taking a look at another security capability: fraud protection. Dynamics 365 Fraud Protection protects your eCommerce business and your customers against fraud, helping to drive down costs by setting thresholds that decrease wrongful rejections and increase bank acceptance rates. And you can use Fraud’s loss prevention feature to detect anomalies and patterns in transactions that might be indicative of in-store fraud, such as people using discount codes that have been leaked or returning items to stores for refunds when the authenticity of the purchase is in question. Fraud Protection makes use of our machine learning models which are trained regularly on anonymized data and signals from millions of transactions in our fraud protection network. So that was an overview of Dynamics 365 Commerce to enable intelligent and personalized interactions across your sales channels all while protecting against fraud and ensuring increased resiliency. Please keep checking back with our Dynamics 365 Essentials for IT series to learn more about adopting specific Dynamics 365 applications and services within your organization and for a deeper dive on the Power Platform. Thanks for watching.