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eTail London is one of the largest and well attended ecommerce events in the world. With an eye on the future, this presentation partnered PUMA and Certona to present a tried and tested strategy to guide retailers through a real omnichannel campaign. The campaign covers PUMA's involvement with star assets during the London Olympics in 2012 and how under restrictive sponsor and editorial restrictions PUMA was able to cohesively satisfy customer expectations. Please view the presentation for a deeper analysis.
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Delight Your Omnichannel Shoppers With A Personalization Strategy Beyond Traditional Commerce
Elias Moubayed, Sales Director, Certona
David Salisbury, EU Content Manager of Online & Mobile Commerce, PUMA
• Founded in 1948, PUMA is one of the world’s leading Sport Lifestyle companies that designs & develops footwear, apparel, and accessories. Distributes its products in 120+ countries.
• PUMA is committed to contributing to the world by supporting Creativity, Sustainability, and Peace
• It does this by staying true to the principles of being Fair, Honest, Positive, and Creative in decisions and actions
• Strong focus on providing & eliciting Joy from everyone
• Founded in 2004, Certona is the leader for true omnichannel personalisation
• Serve 400+ sites worldwide that represent >$23 Billion in annual online revenue
• Recognised as a Top Personalisation Leader by the IR Top 500 Guide for 5 consecutive years: 2009 - 2013
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
Resonance PersonalizationPlatform
Real-Time Optimisation
Business Drivers & Best Practices
Merchandising Rules
Historical• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & Reviews
Catalog• Product Attributes• Content Attributes• Customer
Attributes
Real-Time• Current Session
Behavior• Site Context• Referring Site• Geo-Location• Time of Day
Multi-Algorithm Optimization
Targeted Content
Mobile
Contact Center
InStore
Web
• Apparel
• Accessories
• Automotive Parts
• Toys
• Consumer Electronics
• DVD/Movies
• Furniture
• Gifts
• Grocery
• Nutrient Supplements
• Office Supplies
• Pets
• Sporting Goods
• Video Games
• Housewares
Client ExperienceWe have leaders across multiple retail categories:
Client Experience
PUMA And Certona Partnership• PUMA continues to expand globally
• We partner together to localise & personalise region specific shopping patterns
• UK, Germany, France, & Switzerland • Product grouping
• 5000 plus SKUs available• Story Telling is key to PUMA marketing
• Provide robust recommendation strategies• Adapted with rules to fine tune • Meet business goals and marketing needs
Personalisation Locations: Puma.com
Product Detail PageHub Landing PageNo Search Page
Shopping Cart PagePurchase Confirmation
Show me something similar and what others have co-viewed with this item…Story telling
Resources limited efficient method to display products
Example: Product Detail
Improving the Customer Experience
• Website Additions:• Second Box On PDP Using Recently Viewed
• Make it easy to shop
• Recommendations Boxes For:• Add To Cart: Extend the shopping experience
• Quickview: Give recommendations with the details
• Home: Welcome back to the site
• Category (Currently Underway): Find the top most up to date items quickly
The provision of a consistent, seamless personalised brand &
shopping experience across every customer touch point
What Is Omnichannel Personalisation?
Search
Web Email Contact Centre
Mobile Store Social
The Omnichannel Journey
Landing Page
Browse Products
View Video
Remarketing Email
Call Contact Centre
MobileCheck-In
POS Purchase
Share on Facebook
Click Ad
PUMA created a campaign focused on the 2012 London Summer Olympics that included:• Special Instagram &
Facebook Pages
• Olympic Themed Brand Emails
• A PUMA Brand Olympic Site & Landing Pages
• Olympic Themed Category & Product Detail Pages (PDPs)
Omnichannel Case Study: 2012 Olympics
PUMA provided a catalog of special Olympic collections Focused on Product Detail and Category page recommendations
Certona created a custom personalization type for Olympic products
Consistent messaging from social media to email to site
Omnichannel Case Study: 2012 Olympics
Results:22% Increase Revenue Per Recommendation compared to other strategies
17% Increase items per order 15% Overallresponder rate (consumers who interacted with recommendations)
80% Sell Out of Olympic gear
Omnichannel Case Study: 2012 Olympics
Future Learnings and Considerations :• Prepare list to market
items as soon as possible• Coordinate messaging
across all sites to drive additional revenue
• Consider bias of specialised products across the site, instead of custom rec types
• Personalisation types of ‘Hot Sellers’ or ‘Trending’ could also drive results
Omnichannel Case Study: 2012 Olympics
Average Annual Recommendation Demand* May 2012 – May 2013
Percentage of E-Commerce revenue attributed to Demand
Personalisation Success
RegionPercent Demand
From RecsEU 9.07%
Switzerland 12.95%Germany 11.24%
France 10.33%UK 9.02%
*These metrics have been determined by Certona
Revenue Contribution (UK): Responders*Product Detail Page drives the highest revenue
KPIs are better than site averages
Personalisation Success
Metric Responders
Conversion Rate 2.34%Average Order Value £73.08 Items Per Order 2.31
*These metrics have been determined by Certona
Keys To Success• Close working relationship with Certona Account
managers
• Quick access to support
• Clear and logical product catalogue data for flexible rule writing
• Bi-weekly review processes of rules and strategies
• Testing and Reviewing - the cycle is continuous
• Consideration of seasonality & release of collection
Q & A
Thank You!