Are you taking it personally?

13th February 2013

Search

Web Email Contact Center

Mobile Store Social

The Customer Journey: Are you Taking it Personally?

Landing Page

Browse Products

View Video

Remarketing Email

Call Contact Center

MobileCheck-In

POS Purchase

Share on Facebook

A set of experiences and interaction points that meet or exceed customers’ expectations within and across touchpoints or channels.

Click Ad

360 degreecustomer view

It’s all about the individual!

Personalise Anytime, Anywhere

Personalising the customer’s brand & shopping experience in real-time, across multiple touch points and channels increases customer lifetime value and loyalty

The Home Page

Page Objective • To Engage

Desired Experience• New: What’s hot?• Returning: What new? What

did I like last time?

Tactical Objectives• New visitors (Attract/Entice): Hot

sellers / Most popular / Promo / etc.• Returning Visitors

(Remind/Update): Recently viewed & Related to your past interests / New Products

“It’s like walking by a store window in a Mall”

The Category Page

Page Objective • To Trigger product consideration

Desired Experience• New: What’s popular in this

category?• Returning: What’s popular

based on my past interest in this category? Any promo-good deals today?

Tactical Objectives• New visitors (Attract/Entice):

Hot sellers / Most popular / Promo / etc. -> IN THE CONSIDERED CATEGORY

• Returning Visitors (Remind/Update): Recently viewed & Related to your past interests / New Products -> IN THE CONSIDERED CATEGORY

“It’s like a walking down the aisle in a retail store”

The Product Detail Page

Page Objective • To Convert (Primary)• To Up-Sell (Secondary)

Desired Experience• New & Returning: Help me

make the best decision?• Returning: What else goes with

this product?

Tactical Objectives• New visitors (Convert):

Similar / Viewed Purchased / Co-Viewed.

• Returning Visitors (Convert): Similar / Viewed Purchased / Co-Viewed / Recently viewed in this sub-category

“It’s like walking down the aisle, stopping and looking at a specific product in the

shelve in a retail store”

The Shopping Cart Page

Page Objective • To Cross-Sell (primary)• To promote (secondary: high

inventory/new product discovery)

Desired Experience• New & Returning: What else

to do you suggest with this? What do you suggest to get free shipping? Oh! Cool. I’ll get this (impulse buy).

• Returning: Did I forget something? Was I looking at other things last time?

Tactical Objectives• New visitors (Cross-sell):

Related / Co-Purchased• Returning Visitors (Cross-sell /

Remind): Related / Co-Purchased / Recently viewed / Replenishment)

“It’s like asking a store clerk for complementary

products and/or walking to the cash register, and browsing around while

waiting to pay”

Personalisation Opportunities

Shopping Cart

Email

Product Detail

Search

Call Center

Mobile

Category

Home

Confidential

Home page

• Vertical & Horizontal Carousels

• Multi-strategy

Confidential

Home page

• Dynamic box title change to show you ‘Recently Viewed Items’

Confidential

Search – No Results

• When you select a category from the drop down and search, the box title reflects the category name that you used. 

Confidential

Category

• Merchandise by paw ratings

• Quickview

Confidential

Category Page: Quick View

Confidential

Combined Strategies

• Maximize strategies and content on high engagement pages

Confidential

Product Detail Page: Quick Shop

• Hover feature• See price & offer - SHOP• Without extra clicks

Confidential

Product Detail

• Video – add product recommendations within video product demos

Confidential

Shopping Cart

• Promote products for free shipping and cross sell opportunities

Confidential

PreCart: ‘Fly-in’ Recommendations

• “Fly in” with recommendations when you add an item to your cart

• Before you go to the actual cart

Email: Remarketing

• Remarket recommended products to customers who abandon their browse or shopping carts

• Personalized content in Transactional and Marketing emails

Mobile

• Mobilize your ecommerce site for consumers on the go

Contact Center

Target product recommendations to

shopper profiles, product profiles,

multiple algorithms and merchandising

rules

Maintain controlBy applying

merchandisingand business rules

Trigger recommendationsoff individual items

or off the whole order

Integrate into your Contact Center

application via web services calls

Confidential

Balancing AOV & Conversion Rate

AOV x CR = Revenue Per Visit

• Knowing where your business is on that price sensitivity curve is key to setting your AOV goals and maximising RPV.

• Properly optimised personalisation can help you move along the curve within your industry and improve profits.

Confidential

What to look for:

• Look at business & marketing goals & seek a flexible solutions that allow custom curation

• Balance true real-time 1:1 personalisation with cached recommendations – know the difference

• Test, Measure and Optimise

Mobile Content

Kate = Nike Enthusiast• Wakes up & decides to go for a run• Logs into Nike Mobile and checks area trail routes

Kate

Mobile Content

checking email

Checks email at work• Sees promo for watch• Remembers seeing new shoe style on trail

Kate

Mobile Content

checking email

online purchases

Logs back in at lunch• Purchases watch on sale from email promo• Sees recommendation for new running shoes

Kate

Mobile Content

checking email

online purchases

retail experience

Goes to Retail Store• In-store experience• Buys new running shoes

Kate

Mobile Content

checking email

online purchases

retail experience

registering for events

Logs back online at home• Goes to Events pages• Registers for upcoming marathon

Kate

Mobile Content

checking email

retail experience

registering for events

online purchases

Kate

Thank You!

Ava AprinDirector of Technology Partnerships

aaprin@certona.com

http://www.certona.com/white-paper-request