# Loyalty programs and abandoned-cart Behavioral Triggers

*B2C Solution Architect Study Guide · Functional Capabilities and Business Value · Last updated November 13, 2026 · https://www.certifyforce.com/study-guide/b2c-solution-architect/functional-capabilities-and-business-value/loyalty-programs-and-abandoned-cart-behavioral-triggers*

How a B2C customer process runs from an abandoned-cart message in Marketing Cloud Engagement through purchase funding, service concessions and Loyalty Management partners, vouchers, benefits, reversals and group contributions.

- Certification: Salesforce B2C Solution Architect
- Exam section: Functional Capabilities and Business Value
- Study guide: https://www.certifyforce.com/study-guide/b2c-solution-architect

**Official exam objective:**

> Given a set of customer requirements, recommend suitable B2C products and solution approach to demonstrate a customer process which includes marketing, purchase, service and loyalty.

## What the exam expects

- Recommend Marketing Cloud Engagement Behavioral Triggers for abandoned-cart marketing and decide which cart contents the message shows.
- Plan the move from a legacy abandoned-cart audience file to Behavioral Triggers.
- Model loyalty rewards: partner liabilities, benefits versus vouchers, voucher types and per-voucher overrides, transaction reversals and group contributions.
- Choose the Order Management lifecycle type and payment mechanism for purchase and service steps: externally fulfilled orders, invoice funding and keep-the-product concessions.

Key terms:
- **Behavioral Triggers:** the Engagement feature that writes abandoned-cart, browse or wishlist behavior into data extensions for sends and journeys.
- **Voucher definition:** a template that issues vouchers on demand, from flows or from loyalty program rules.
- **Benefit:** a loyalty advantage mapped to members by tier or other program rules.
- **Transaction journal:** the Loyalty Management record of an accrual, redemption or reversal; its Loyalty Ledger records move the points.
- **Order summary lifecycle type:** Managed (processed by Order Management) or Unmanaged (processed externally).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Behavioral data retention | Behavioral data extensions store data for 30 days | [Behavioral Triggers](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_triggers.htm&type=5&language=en_US) |
| Behavioral Triggers editions | Free for Pro, Corporate and Enterprise Editions | [Behavioral Triggers](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_triggers.htm&type=5&language=en_US) |
| Use Current Cart cleared | Message shows the items originally abandoned | [Behavioral Triggers Optional Features](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_trigger_optional_features.htm&type=5&language=en_US) |
| Partner billing types | Prepaid or Postpaid on LoyaltyProgramPartner | [LoyaltyProgramPartner](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_loyaltyprogrampartner.htm) |
| Voucher definition types | Fixed Value, Discount Percentage, Product or Service | [VoucherDefinition](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_voucherdefinition.htm) |
| Issue-time overrides | DiscountPercent and FaceValue override the definition | [Issue Voucher Action](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/loyalty_actions_issue_voucher.htm) |
| Reversible journals | Processed status with Loyalty Ledger records still present | [Cancel an Accrual Transaction](https://help.salesforce.com/s/articleView?id=xcloud.cancel_an_accrual_transaction.htm&type=5&language=en_US) |
| Group contribution basis | ContributionCalculationType value is Percentage | [LoyaltyPgmGroupMbrRlnsp](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_loyaltypgmgroupmbrrlnsp.htm) |
| Group transfer input | Processed Accrual journal already credited, used once | [Transfer Member Points to Groups](https://help.salesforce.com/s/articleView?id=xcloud.loyalty_member_group_action.htm&type=5&language=en_US) |
| Unmanaged edit permission | Edit Unmanaged Order Summaries or B2B Commerce Integrator User | [Order Management Lifecycle Types](https://help.salesforce.com/s/articleView?id=commerce.om_order_lifecycle_types.htm&type=5&language=en_US) |

## Check yourself

- What must be in place on the site and in Engagement before you can create a behavioral trigger?
- Why might a journey find no behavioral rows for a shopper who abandoned a cart two months ago?
- When does a newly saved voucher definition begin issuing vouchers?
- Why can a transaction journal become impossible to reverse?

## Sources

- [Behavioral Triggers](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_triggers.htm&type=5&language=en_US)
- [Behavioral Triggers Optional Features](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_trigger_optional_features.htm&type=5&language=en_US)
- [Behavioral Triggers Prerequisites](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_behavioral_triggers_prerequisites.htm&type=5&language=en_US)
- [Create a Behavioral Trigger](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_create_behavioral_triggers.htm&type=5&language=en_US)
- [Set Behavioral Trigger Session Timeout Limit](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_set_behavrioral_trigger_session_limit.htm&type=5&language=en_US)
- [Partner Transactions](https://help.salesforce.com/s/articleView?id=xcloud.partner_transactions.htm&type=5&language=en_US)
- [LoyaltyProgramPartner](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_loyaltyprogrampartner.htm)
- [Benefit](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_benefit.htm)
- [VoucherDefinition](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_voucherdefinition.htm)
- [Add Your Company's Voucher Definitions](https://help.salesforce.com/s/articleView?id=xcloud.loyalty_vouchers_definition.htm&type=5&language=en_US)
- [Issue Voucher Action](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/loyalty_actions_issue_voucher.htm)
- [Cancel an Accrual Transaction](https://help.salesforce.com/s/articleView?id=xcloud.cancel_an_accrual_transaction.htm&type=5&language=en_US)
- [Cancel a Redemption Transaction](https://help.salesforce.com/s/articleView?id=xcloud.cancel_multiple_redemption_transactions.htm&type=5&language=en_US)
- [LoyaltyPgmGroupMbrRlnsp](https://developer.salesforce.com/docs/atlas.en-us.loyalty.meta/loyalty/sforce_api_objects_loyaltypgmgroupmbrrlnsp.htm)
- [Transfer Member Points to Groups](https://help.salesforce.com/s/articleView?id=xcloud.loyalty_member_group_action.htm&type=5&language=en_US)
- [Learn How a Group's Point Balances Are Managed](https://help.salesforce.com/s/articleView?id=xcloud.loyalty_group_workflow.htm&type=5&language=en_US)
- [Order Management Lifecycle Types](https://help.salesforce.com/s/articleView?id=commerce.om_order_lifecycle_types.htm&type=5&language=en_US)
- [OrderSummary Class](https://developer.salesforce.com/docs/atlas.en-us.apexref.meta/apexref/apex_ConnectAPI_OrderSummary_static_methods.htm)
- [Choose a Return Type](https://help.salesforce.com/s/articleView?id=commerce.om_return_order_types.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 11 linked practice questions, and unlimited timed mock exams are included with the B2C Solution Architect pack (USD $19): https://www.certifyforce.com/practice-exams