1. 1. Personalization in ecommerce: How User Data is actually used today? EDAYS INTERNATIONAL E-COMMERCE CONFERENCE M O S C O W , J U N E 4 - 5 , 2 0 1 5 Nikolay Khlebinsky, CEO Retail Rocket
2. 2. About Retail Rocket + Website personalization 10+ personalization scenarios to make Amazon-like product recommendations. 10% to 50% revenue growth (based on our A/B tests of our clients). Easy to implement & use (pretty much like Google Analytics). + Email personalization Personalize your regular newsletters. Fully automated trigger emails with personalized offers. Average ecommerce conversion rate for our emails >10% (!). Pay only for results (CPO or Revenue Share). Free exit intent acquisition solution. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 2
3. 3. What is personalization? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 3
4. 4. What is personalization? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 4 Recommendation blocks? Usualy they are the same for all!
5. 5. What is personalization? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 5 Users see identical offers in the same places with rare exception. An example of when this is not the case: The block will change depending on the cart contents
6. 6. What is personalization? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 6 Let's agree on this definition: The online shop PERSONALIZATION is a dynamic site content (design, offers, prices, etc.) based on an analysis of user data.
7. 7. What is personalization? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 7 Who is engaged in personalization in Russian e-Commerce? + ~50 e-shops from top-200 use external personalization platform. + A small number of large e-shops (Lamoda, Wikimart, Ozon, etc) invest a lot in internal development. + less then 5% e-shops from top-200 use something that looks like personalization.
8. 8. The main personalization scenarios are actually used today E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 8
9. 9. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 9 + Home page. + New offers, sales, promotions. + Category pages. + Service pages (personal account, 404, etc.).
10. 10. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 10 Home page: almost invisible (exist.ru)
11. 11. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 11 Home pages: almost invisible (wikimart.ru, lamoda.ru)
12. 12. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 12 Home page: very visible (ozon.ru) The home page of Ozon.ru demonstrates bestsellers from popular categories by default. If the user goes to product page, the home page will change. For example, if we browse some tablets
13. 13. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 13 Home page: very visible (ozon.ru) The home page would instantly change. The fact is, that most of the home page visitors are repeat, we have their browsing history. You have to use it!
14. 14. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 14 Latest offers (alpinabook.ru) The block "Latest Offers" demonstrates the books from the most interesting categories for the user. The growth of conversion rate for the visitors on the home page is 23.6%
15. 15. The main personalization scenarios E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 15 Now on Sale section (esky.ru) The section is sorted based on user preferences displaying the discounted products from the categories that a visitor is actually interested in on top using his browsing history.
16. 16. Why only 5% of e-shops use personalization technologies? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 16
17. 17. Why only 5% of shops use personalization technologies? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 17 + The relative novelty of the technology We are here!
18. 18. Lets keep in touch! Questions? Email: nh@retailrocket.ru www.retailrocket.ru facebook.com/retailrocket.ru E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 18