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Observations of omnichannel customers…
• 30% higher lifetime value than single-channel shoppers.
• Visit websites 15x more often than an average user – but they
also purchase more in store.
• 1% lift in site-wide revenue when store data sales incorporated
into their online recommendations.
• 50% of offline retail is influenced by online
Importance of Omnichannel
2015 RichRelevance, Inc. All Right Reserved
What Is Omnichannel Personalization?
eCommerceMarketing
Apps CRM/DMP 3rd PartyPOS +
Inventory
Customer
Service
PERSONALIZATIONCustomer experience data: Behavior, Preferences, History, Interactions
OMNICHANNEL DATA
OMNICHANNEL TOUCHPOINTS
Email Mobile Social Web Store(associate,
kiosk)
Contact Center(agent, chat)
2015 RichRelevance, Inc. All Right Reserved
The Omnichannel Personalization
Maturity Model™
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
• 1-to-1 dialogue with customer,
regardless of channel
• Personalized catalogs
• Cross channel customer
matching
• Location-based targeting in-
store
• Custom applications
• Integrated POS for in-store
personalization: click and
collect, returns saver, e-
receipts
• Store assistant app for
clientelling
• Personalized interactions with
contact center agent app
• Omnichannel journey analytics
• Develop single view of the
customer
• Personalized mobile and tablet
apps using web, mobile, offline
data
• Integrated email for
promotions, cart abandonment,
receipts
• Digital journey analytics
• Cross device/cross ID
customer matching
• Refined personalization using
offline (POS) transaction
history
• Enhanced segments using
CRM or 3rd party data (Acxiom,
Merkle, etc)
• Connecting store to online with
local inventory at preferred
stores
• Individualized experiences on
site
• Personalized
recommendations, content,
promotions, sort and search
• Shopper preferences
influenced experiences
• Affinity/compatibility based
merchandising
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
Single touchpoint personalization using single channel data
Single touchpoint personalization using omnichannel data
Digital touchpoint personalization using omnichannel data
Non-digital touchpoint personalization using
omnichannel data
Realtime 1:1 interactions
2015 RichRelevance, Inc. All Right Reserved
ONLINE EXPERIENCEOMNICHANNEL PERSONALIZATION
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
2015 RichRelevance, Inc. All Right Reserved
Personalized content and
promotions
Personalized product
discovery
Affinity/compatibility based
merchandising
Capturing shopper
preferences
Online ExperienceSingle touchpoint personalization using single channel data
SOLUTION
IMPACT
2-10% revenue lift site-wide using
various personalized experiences compared to none
2015 RichRelevance, Inc. All Right Reserved
OFFLINE INTEGRATIONOMNICHANNEL PERSONALIZATION
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
2015 RichRelevance, Inc. All Right Reserved
POS Transactions• Orders
• Returns
Shopper Profiles• Legacy household data
• 3rd party segments
• Loyalty
Pro tip: Offer customers the ability to
save preferred store to account
DATA SOURCES
Offline IntegrationSingle-touchpoint personalization using omnichannel data
2015 RichRelevance, Inc. All Right Reserved
SOLUTIONEnhanced personalization by:
• Mapping online and offline shopper history
• Improving product & category purchase affinity models
• Improving product & category top seller models
Online Offline Omni.
INSIGHTSCustomers who buy both in stores and online on an
average:
• Spend 3x more than store-only customers and 7x more
than web-only customers
• Visit the web 3x more than web-only customers
• Spend 40% on the web and 60% in stores
POS Transactions Integration$1B Luxury Department Store in U.S.
IMPACT
1% revenue
lift site-wide using POS
transactions compared
to online data only
2015 RichRelevance, Inc. All Right Reserved
SEAMLESS EXPERIENCE: DIGITAL
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
OMNICHANNEL PERSONALIZATION
2015 RichRelevance, Inc. All Right Reserved
- Login
- Anonymous
- Inferred
- Device
- CRM
- Loyalty
- Encrypted PII
- Device
- Social
- Explicit match
- Behavioral match3rd Party IDs
Retailer provided IDs
Native Personalization ID {rr}
Core User ProfileCUSTOMER MATCHING
Single View Of The CustomerMatch customers across sites, devices and channels
2015 RichRelevance, Inc. All Right Reserved
Single View of the CustomerChannel-agnostic user profile service
2015 RichRelevance, Inc. All Right Reserved
SOLUTIONKalahari developed personalized mobile site and app with
• Automated merchandising to surface the right product
• Key strategic placements in the right place
• Wider visible range to discover more products upfront
• Effective promotions based on replenishment strategies
KPI Lift
Revenue from app (% of total revenue) 25x
App conversion ~4x
Orders placed through app 30x
Revenue attributable to recommendations 30%
Mobile Site Mobile App
IMPACT
Mobile PersonalizationKalahari.com – eCommerce retailer with 8M products in South Africa
2015 RichRelevance, Inc. All Right Reserved
SOLUTION• Emails triggered on shopper events
• Abandoned cart
• Brand or category views
• Brand or category purchase
• Embedded personalized content and promotions
• Embedded personalized recommendations
KPI Lift
Campaign sales 20.2%
Conversion 8.4%
AOV 4.8%
50-50 A/B test with recs in email vs. no recs in email
IMPACT
Email Personalization2.3B Euro B2B office supplies retailer in Germany
PRODUCTS SIMILAR TO ONES IN YOUR CART
2015 RichRelevance, Inc. All Right Reserved
SEAMLESS EXPERIENCE: PHYSICAL
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
OMNICHANNEL PERSONALIZATION
2015 RichRelevance, Inc. All Right Reserved
Seamless Physical ExperienceNon-digital touchpoint personalization using omnichannel data
• Integrated POS for in-store personalization: click and collect,
returns saver, e-receipts
• Store assistant app for clientelling
• Personalized interactions with contact center agents or live chat
• Omnichannel journey analytics
Pro tip: Use email personalization to
drive store traffic
2015 RichRelevance, Inc. All Right Reserved
SOLUTIONLeveraging an integrated technology solution developed by
Oracle, YESPay and RichRelevance, “Project MAX” enables
sales associates to locate and sell a product anywhere in the UK
supply chain, by scanning or searching product names or
descriptions using in-store mobile POS tablets.
IMPACTProject MAX stores vs. non-MAX stores
• 133% increase in AOV
• Increase in one item per check out basket
• Reduced returns by 2%
• Improved customer experience: 84% “excellent” rating
Store Associate ApplicationMonsoon Accessorize: Apparel and accessories retailer
with 1,400 stores in 74 countries
2015 RichRelevance, Inc. All Right Reserved
SOLUTIONThe kiosk experience that we developed served as a
genuine queue-buster and aspirational introduction. With
product recommendations, we have created an “endless
aisle” experience that showcased the entire range of the
cross channel catalogue.
3000 + 65% vs. 19% 8% vs. 3%*
IMPACT
• Application is live on kiosks in 1000 stores worldwide.
• A customer experience platform that successfully
connects the dots of the in store journey.
Personalized Kiosk ApplicationMarks and Spencer: $15B Multi-national department store
2015 RichRelevance, Inc. All Right Reserved
OMNICHANNEL INNOVATION
ONLINE
EXPERIENCE
OFFLINE
INTEGRATION
SEAMLESS DIGITAL
EXPERIENCE
SEAMLESS PHYSICAL
EXPERIENCE
OMNICHANNEL
INNOVATION
OMNICHANNEL PERSONALIZATION
2015 RichRelevance, Inc. All Right Reserved
Omnichannel Innovation
• Tailored algorithms and applications
• Personalized catalogs
• Cross channel customer matching
• Location-based targeting in-store
• 1-to-1 dialogue with customer, regardless of channel
Real-time, 1:1 innovative interactions
Pro tip: Take steps to break down silos across e-commerce, retail and marketing
functions, approaching programs with the same channel agnostic view as the consumer.
2015 RichRelevance, Inc. All Right Reserved
SOLUTIONUsing Build-your-own-strategy, Wine.com can quickly
develop, test and measure innovative new
recommendation algorithms that leverage real-time
access to customer data—without having to build out
the I.T. architecture required to do so.
IMPACT
Tailored Personalization AlgorithmsWine.com: Ecommerce wine merchant in U.S.
with 13,000 different bottles
Tailored Algorithm
IMPACT:
30% higher revenue from tailored algorithms
2015 RichRelevance, Inc. All Right Reserved
IMPACTDuring the peak shopping season in late November and early December,
Magic & Sparkle gift app was immensely popular: 4K likes, 40K followers and
3M YouTube views.
Those shoppers who used the gift finder tool had a 12% higher conversion rate
than other shoppers and generated 85% higher revenue per session.
SOLUTIONM&S chose to collaborate with creative agency AKQA and RichRelevance
personalization platform to develop a gift finder tool could save its team from
time-intensive manual merchandising and deliver personalized product
discovery.
With the goal of maximizing the experience through relevance, RichRelevance
developed a real-time API that could return matching gifts based on shopper
personas such as “Greatest Gran”, “Little Prince”, or “One of the Girls”.
Gift Finder ApplicationMarks and Spencer: $15B Multi-national department store
2015 RichRelevance, Inc. All Right Reserved
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