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©2015. All rights reserved. This presenta7on may not be recorded, copied, distributed or used without wri@en consent from Listrak.
Using Personalized Product Recommendations at
Every Touchpoint this Holiday Season*
About Listrak • Founded in 1999 • Automation platform for omnichannel retailers • Retail Experts
• Privately Owned Growth Company
• Over 1,100 Clients
• 200+ Employees
• Locations Lititz, PA; Los Angeles CA
Our clients
Helping retailers create personalized experiences in every channel and touch point
Omnichannel solu1ons
The customer journey
A few stats – CUSTOMERS…
Value personal messages cross-channel
Expect retailers to use previous interactions to personalize messages
Source: 2015 Harris Poll Results…
83% Value retargeted ads with previously viewed items
69%
56%
Considera1ons -‐ Design
Match your brand for a seamless experience, email, site, store
Setting expectations in the Header
Large product images
Badges, strikethrough pricing, clear product name, social feedback.
Add to Cart or Quick View buttons
Acquisi1on at all touch points
Next 3 slides all have a marketing faux pas
Can you find them?
Considera1ons – Determine Personaliza1on Goals
• Complement Purchase • Related merchandise • Frequently bought together • Like Items
• Product Discovery • Viewed this/viewed that • Viewed this/bought that • Recently viewed
• Inventory Considerations • Trending now • New Arrivals • CEO’s Picks
Considera1ons – Filtering by Price
Filter to prevent conflicts in brand/pricing
Was ₤85. then ₤ 59. Now ₤ 42
₤85
Considera1ons -‐ Customer Experience
2 sets of duplicate items!
$135
Considera1ons – Product Feed
Know your product feed • More data = better Recommendations • Category • Discontinued • Quantity on hand • Price • Close out • Amount purchased • Zip code
Considera1ons -‐ Tes1ng
• Test – Test - Test
• Look & feel
• Appropriate level of filters
• New Products vs. Top Sellers
• Past purchases vs. current intent
• Make no Assumptions
Recommendations - Not set it and forget it.
Quick Recap
Work towards the goal of that page/touch point Visual elements matter Setup appropriate filters for your business
Product feed is the backbone Remember the Customer Experience
Testing never stops
Acquisi1on at all touch points
On-Site
Acquisi1on at all touch points
Adding personalized product recommendations on the following pages will
give you a 23% revenue lift Source: IBM
IBM Study 2015
Category / Homepage
Same look as your physical store and email
Trending
On Sale
Recommendations Personalize based on past activity, profile data or current promotion
Category / Search Page
• Sometimes overwhelming • Broad range of products, brands, styles,
price levels • Keep them on site by showing customer
favorites (?) Customer Favorites
Category / Product Page
Engagement (customer picked) Promote complementary products
• Leverage accessories • Complete the look,
Alternatives, Frequently bought together
People Also Purchased, Highly Rated, Top Sellers
Frequently Bought Together
Just getting
started?
Start here!
Category / Cart Page – Intent to purchase
• Cross Sell • Recs don’t distract from sale! • Bought This/Bought That • Include hover view and
add-to-cart functionality • Leverage free shipping
threshold • Recommend items to fit
threshold
Spend just $44 more and get free shipping
Category / Cart Page – Interna1onal Military An1ques
Show like items
WWII Map
2% Conv. Rate
Conversion rate • Average 1-‐3% conversion • IMA 1% conversion
Category / Product Page
22.5% Conv. Rate!
Category / Shopping Cart Page
Conversion rate • Na7onal average 15%
Category / Order confirma1on page
Didn’t they just buy?
Why Recommendations?
• Opportunity for cross sell / up sell
• Leverage Subsequent Purchase and Purchased Together
• What % of 2nd sales come within 24 hours of 1st purchase?
Your order has been received
When does a second sale occur?
7 day post purchase email 14 day post purchase review request
84% of 2nd sales take place in the first 24 hours – Recs will help you take advantage
Why is this so important?
Listrak Customer Index
When Does aThird Sale Occur?
34%
56%
49%
2,622
905
510
250
321
78,000
Category / Other On-‐Site Recommenda1ons
No search results • Trending • Top Sellers • Recent Activity Landing pages • Promotions • Giveaways • Sweepstakes • Hidden pages
404 error pages Avoid dead ending a client Show Recommenda3ons
TEST – TEST -‐ TEST
Header text Price vs no price Call to ac7on vs no call Posi7on of Recommenda7ons Algorithm / Recipe Subject Line…
Acquisi1on at all touch points
The Customer Journey -‐ Considera1on
Considera1on Pop-‐Up/Lightbox
Acquisition – Let’s assume you have a pop-up in place… Confirmation pop up? Recs on confirmation?
• Propel to purchase • Makes navigation easy
Preference Center…
Considera1on Pop-‐Up/Lightbox
Is it responsive?
Considera1on -‐ Welcome
Goal: • Coupon code in message 1 if needed
• Site Navigation
• Recently viewed merchandise
• Top sellers
• Trending products
• Gateway products (?)
Items purchased 1st by new clients
Considera1on -‐ Welcome
How do you get Recommendations into a welcome message sent
immediately?
You don’t without…
Open Time Op3miza3on
When are Welcome Messages Opened?
Less than 5 minutes after opt-in
5 – 30 minutes after opt-in
30 – 60 minutes after opt-in
60+ minutes after opt-in
17%
27.5%
11%
44.5%
Source: Listrak Customer Index
83% emails opened a^er 5 minutes
Considera1on –Browse & Abandon
1st hero image should be last item viewed
Text very important
• We know you just viewed…
• We like your style
• Personal picks with you in mind
• Recommendations just for you
• We think you have great taste
• Don’t miss the opportunity to purchase everyone’s favorites
(Big Brother?)
Considera1on – Cart Abandonment
Goal: Conversion abandoned item or similar product • Simpler the better? (it used to be) • Cart is a place to store items • Add Recommendations that complement • Related / alternative merchandise • Frequently bought together
• Viewed this / viewed that • Viewed this / bought that • Bought this / bought that
Shop Now
Button
Considera1on – Nurturing Campaigns Case Study
Considera1on – Nurturing Campaign – Case Study
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Considera1on – Nurturing Campaign – Case Study
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Nurture messages increased the conversion revenue by 21% Six messages account for 10% total email revenue
Considera1on -‐ Recurring Automated Campaigns
Goal: Set it and forget it • Nurture shoppers through customer journey • Automated email sent throughout the week
• Markdowns, New Arrivals • Top Sellers, Trending • Favorites, Top Rated…
Conversion -‐ Transac1onal
Goal: Communicate specific information to engage customer, and encourage loyalty
• Related merchandise • Complete the look • Frequently bought together • Open Rate?
As much as a 19% lift adding Recs to transactional messages
75-‐80%
Conversion – Post Purchase
Goal: Keep customers engaged/loyal brand • Extension of cross sell • More time passed than SCA • Related Products • Complete the Look • Trending or New Arrivals in the last
purchased category…
Reac%va%on -‐ Winback
Goal: Re-engage to drive conversions • New markdowns • New arrivals • Best sellers • Trending/Hot
Consumables • Want to buy again • Need to re-order…
People who never bought
People who bought one or more times
326,830
103,879
Reac%va%on – Winback Case Study
Case Study
Sub Rec’vd Opned Click Rec’s Sent
Purch $
2/8/12 461 13 4 11/19/15 11/19/15 $11 2/8/12 391 14 5 11/19/15 11/19/15 $135
2/8/12 462 23 7 11/19/15 11/19/15 $61
Acquisi1on at all touch points
Holiday Shopping Experience
Display Retargeting From Email
Browsed Item On-‐Site
They browse and leave the site…
Saw Display Ad Featuring Products
Email Featuring Product
Saw Display Ad Featuring Products
Conclusion
• Customers Value the right Product Recommendations
• How can Recommendations contribute to your goals?
• Test…test…test
• Will your product feed support merchandising/marketing needs?
• What business filters will solve your needs?
• Use recommendations across all channels
Ques1ons
70 Days
©2015. All rights reserved. This presenta7on may not be recorded, copied, distributed or used without wri@en consent from Listrak.
Using Personalized Product Recommendations at
Every Touchpoint this Holiday Season*
*If you don’t enjoy this presenta7on blame Johnny Russo, he introduced me to Charles.
*If you don’t enjoy this presenta7on blame Johnny Russo, he introduced me to Charles…
