Customer expectations are consistently rising and a personalized ecommerce experience is at the top of the list. Personalization has gone from an optional extra to being a key component of what it means to be driving a successful ecommerce businesses. But dipping your toe isn’t enough - shoppers want a tailored experience at every touch point. See the webinar slides to learn to: - Understand the power behind personalization - Implement and utilise the ACRO model - Generate an effective return on your marketing spend - Exceed customer expectations and increase your CLTV In this webinar Nosto’s Head of Customer Success Jan Soerensen also ran through real-life examples and tried and tested recommendations on how you can exceed customer expectations with personalization to increase CLTV.

2. Exceeding Customer
Expectations with Personalization
- THE KEY TO
INCREASING CLTV
Jan Soerensen
Head of Customer Success
at Nosto

3. Nosto is a Magento Gold Technology
Partner providing ecommerce
professionals a complete
personalization solution.
nosto.com I sales@nosto.com

4. “Mission
A little bit about Nosto
Making it easy for retailers to deliver
their customers personalized shopping
experiences, wherever they are.
2011founded
15K+retailers
60team
5offices
Founded originally by retailers
Nosto has developed into a
complete personalization solution.
Today trusted by over
15,000 retailers in over 150
countries
A Team of 60
people with
20+ nationalities
Offices in New York,
London, Stockholm, Berlin
and Helsinki

5. SOME OF OUR
CLIENTS

7. Ecommerce professionals
aren’t adapting fast enough
to customer expectations.

8. The traditional ecommerce
conversion funnel
of marketing budgets
are spent on acquiring
new traffic
90%

9. The inverted ecommerce
conversion funnel
3%
Shift your focus to the
that are driving your revenue

10. 3%
Shift your focus to the
that are driving your revenue
Shift your focus

11. Shift your focus
3%
Shift your focus to the
that are driving your revenue

12. The question is:
Are you using it to increase CLTV?

13. In today’s webinar you will learn…
The true power behind
personalization
Why personalization is a holistic long-
term strategy, necessary to drive a
successful ecommerce business
To use personalization to attract,
convert and retain ideal customers to
generate an effective return on your
marketing spend
To exceed customer expectations
and increase your CLTV

14. Agenda
1. Evolved Customer Expectations
‣ Why and how do ecommerce
professionals need to adapt?
2. A Proven Solution: Personalization
‣ Why and how does it work?
3. Exceeding Customer Expectations
‣ Using the ACRO model to
increase CLTV
• Attract
• Convert
• Retain
• Optimize
‣ Best Practice examples
4. Q&A

15. Evolved Customer Expectations
‣ Why and how do ecommerce professionals need to adapt?

16. Purchase pathways can be
extremely complex

17. We live in a super-connected
multi-device world, driven by
mobile devices…
of people accessing the
Internet globally use more
than one device
70%

18. Customers don’t
think about channels
42%
43%
20%
Research online, purchase
offline
Check prices online while
in store
Of online purchases are
picked up in store

19. 43%
44%
71%
Would be encouraged to make
a purchase after seeing
an item on social media
Feel social media is a good
source for product reviews
and recommendations
Read peer reviews and
recommendations
Customers don’t
think about channels
42%
43%
20%
Research online, purchase
offline
Check prices online while
in store
Of online purchases are
picked up in store

20. Personalization is not fully
understood by those who would
benefit most from using it.

21. A proven solution: Personalization
‣ Why and how does it work?

24. Personalization is
becoming expected,
at all touchpoints
43%
42%
42%
Choice was influenced by
personalized recommendations/
promotions/deals
Expect to receive real time
personalized product
recommendations and
promotions
Want to receive tailored
discount codes based on
previous purchases

25. OTHER
CHANNELS
CS / CRM / ERP / ESP
SOCIAL
MEDIA
FB / PINTEREST / TWITTER
ONLINE STORE
SEARCH ENGINES
BRICK & MORTAR
3rd PARTY
SITES
Analyzing all touchpoints
EMAILS
APPS
DESKTOP / TABLET / SMARTPHONE POS / CRM / ERP / IOT
MOBILE / GAMES / TV
GOOGLE / YAHOO / BING
BLOGS / MEDIA SITES
TRIGGERED / NEWSLETTERS

26. OTHER
CHANNELS
CS / CRM / ERP / ESP
SOCIAL
MEDIA
FB / PINTEREST / TWITTER
ONLINE STORE
SEARCH ENGINES
BRICK & MORTAR
3rd PARTY
SITES
Analyzing all touchpoints
EMAILS
APPS
DESKTOP / TABLET / SMARTPHONE POS / CRM / ERP / IOT
MOBILE / GAMES / TV
GOOGLE / YAHOO / BING
BLOGS / MEDIA SITES
TRIGGERED / NEWSLETTERS

27. Exceeding Customer Expectations
‣ Using the ACRO model to increase CLTV
‣ Best Practice examples

28. The ACRO model
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.

29. Attract
‣ Display prospecting Facebook ad campaigns to a
predefined demographic based on interests that
match that of your business.
‣ Target potential customers with highly similar
profiles to those of your current customer base.
Did you know?
On average, automated, dynamic
product ads generate performance
improvements of more than
400%
How?
compared to static ads

30. Eton
‣ Display best sellers to
prospects. As the items with
the highest proven conversion
rate these are the ones most
likely to cut through the noise.
‣ Target lookalike audiences,
those similar to their current
customerbase, to attract
shoppers who are more likely
to convert.
‣ Display real-time ads that are
dynamically optimized
according to current behavior
and interactions - reflecting
trends as and when they
happen.

31. The ACRO model
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Convert
Inspire visitors with
highly relevant products
and promotions.
‣ Personalized re-engagement ads
‣ Product recommendations incl.
personalized, best seller, search.
‣ Behavioral Pop-ups
‣ Personalized emails
‣ Email personalization widgets

32. ‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behaviour.
‣ Engage your customers in social media by recommending
products picked just for them based on their previous shopping
behavior.
‣ Enable behavioral pop-ups to reduce site abandonment and
create a sense of urgency with time-limited special offers and
one-time discounts.
‣ Personalize your email marketing efforts to speak to each
customer individually
Did you know?
Personalization can increase
conversion on average by
65%
How?
Convert

33. ‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behaviour.
‣ Engage your customers in social media by recommending
products picked just for them based on their previous shopping
behavior.
‣ Enable behavioral pop-ups to reduce site abandonment and
create a sense of urgency with time-limited special offers and
one-time discounts.
‣ Personalize your email marketing efforts to speak to each
customer individually
Did you know?
Personalization can increase
conversion on average by
65%
How?
Convert

34. Zalando
‣ Visually enticing
‣ Fully personalized based on the
individual customer’s tastes
‣ Self learning; it places more
weight on items, brands and
styles liked in the underlying
algorithms
‣ Ensures that currently hot items
are always displayed

35. Eton
‣ Mastering the art of cross-selling
‣ Offering brick-and-mortar level
customer service
‣ Offering both alternative and
complementary items to increase
AOV & generate happy customers
that find what they are looking for.

36. How?
Convert
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behaviour.
‣ Engage your customers in social media by recommending
products picked just for them based on their previous shopping
behavior.
‣ Enable behavioral pop-ups to reduce site abandonment and
create a sense of urgency with time-limited special offers and
one-time discounts.
‣ Personalize your email marketing efforts to speak to each
customer individually
Did you know?
Personalization can increase
conversion on average by
65%

37. Yumi Kim
‣ Displaying personal
re-engagement ads to cut
through the noise
‣ Places more weight on items that
have been shown most interest in
by the individual customer
‣ Targeting a specific audience to
maximise ROAS

38. How?
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behaviour.
‣ Engage your customers in social media by recommending
products picked just for them based on their previous shopping
behavior.
‣ Enable behavioral pop-ups to reduce site abandonment and
create a sense of urgency with time-limited special offers and
one-time discounts.
‣ Personalize your email marketing efforts to speak to each
customer individually
Did you know?
Personalization can increase
conversion on average by
65%
Convert

39. Geggamoja
‣ Increases the likelihood of a
purchase by offering a time-
limited discount
‣ Delights new customers
‣ Allows for re-marketing at a
later stage

41. How?
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behaviour.
‣ Engage your customers in social media by recommending
products picked just for them based on their previous shopping
behavior.
‣ Enable behavioral pop-ups to reduce site abandonment and
create a sense of urgency with time-limited special offers and
one-time discounts.
‣ Personalize your email marketing efforts to speak to each
customer individually
Did you know?
Personalization can increase
conversion on average by
65%
Convert

42. Golf Discount
‣ Sends out a personalized
newsletter ensuring each
recipient is met with the most
relevant items.
‣ Promotes right products to the
right audience

43. Produce loyal
customers and inspire
repeat (return) visits
to your store.
Retain
‣ Order follow-up email
‣ Abandoned cart email
‣ We miss you email
The ACRO model
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Convert
Inspire visitors with
highly relevant products
and promotions.
‣ Personalized re-engagement ads
‣ Product recommendations incl.
personalized, best seller, search.
‣ Behavioral Pop-ups
‣ Personalized emails
‣ Email personalization widgets

44. How?
‣ Set up automatic follow-up emails which include items
relevant to those items previously purchased
‣ Allow customers to conveniently continue shopping
where they left off by sending out abandoned cart
emails
‣ Give customers a reason to come back by automatically
sending customers who haven’t visited your store for a
while a ”We Miss You” email
Did you know?
personalized triggered emails have an
average click-through rate
10x
higher than the industry standard.
Retain

45. How?
‣ Set up automatic follow-up emails which include items
related and relevant to items previously purchased
‣ Allow customers to conveniently continue shopping
where they left off by sending out abandoned cart
emails
‣ Give customers a reason to come back by automatically
sending customers who haven’t visited your store for a
while a ”We Miss You” email
Did you know?
personalized triggered emails have an
average click-through rate
10x
higher than the industry standard.
Retain

46. Melvin & Hamilton
‣ Offers a convenient way back to
the online store
‣ Reminds customers of interesting
items left in their cart
‣ Recommends other interesting
items based on the shopping
behavior of the individual
customer as well

47. Retain
How?
‣ Set up automatic follow-up emails which include items
related and relevant to items previously purchased
‣ Allow customers to conveniently continue shopping
where they left off by sending out abandoned cart
emails
‣ Give customers a reason to come back by automatically
sending customers who haven’t visited your store for a
while a ”We Miss You” email
Did you know?
personalized triggered emails have an
average click-through rate
10x
higher than the industry standard.

48. Melvin & Hamilton
‣ Reach back out to customers if
they haven’t been online in 90
days
‣ Offer items the customer has
showed the most interest in, or
pieces relevant to these
‣ Display currently popular items,
enticing the customer to discover
more styles.

49. Produce loyal
customers and inspire
repeat (return) visits
to your store.
Retain
‣ Order follow-up email
‣ Abandoned cart email
‣ We miss you email
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Convert
Inspire visitors with
highly relevant products
and promotions.
The ACRO model
Continually improve
performance.
Optimize
‣ Analyse your KPIs
‣ Conduct split tests
‣ In-depth analytics
tools
‣ Personalized re-engagement ads
‣ Product recommendations incl.
personalized, best seller, search.
‣ Behavioral Pop-ups
‣ Personalized emails
‣ Email personalization widgets

50. How?
‣ Continuously analyse your KPIs
‣ Conduct split tests
‣ Use in-depth analytics and reporting tools
to improve your performance
Optimize

52. Produce loyal
customers and inspire
repeat (return) visits
to your store.
Retain
‣ Order follow-up email
‣ Abandoned cart email
‣ We miss you email
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Convert
Inspire visitors with
highly relevant products
and promotions.
The ACRO model
Continually improve
performance.
Optimize
‣ Analyse your KPIs
‣ Conduct split tests
‣ In-depth analytics
tools
‣ Personalized re-engagement ads
‣ Product recommendations incl.
personalized, best seller, search.
‣ Behavioral Pop-ups
‣ Personalized emails
‣ Email personalization widgets

53. Congrats! You should now
Understand the power behind
personalization
Understand why personalization is a
holistic long-term strategy that is a
necessity to drive a successful
ecommerce business
Know how to use personalization to
attract, convert and retain ideal
customers to generate an effective
return on your marketing spend
Be able to exceed customer
expectations and increase your CLTV

54. Nosto is a Magento Gold Technology
Partner providing ecommerce
professionals a complete
personalization solution.
nosto.com I sales@nosto.com

55. Q&A

56. Thank you!
Jan Soerensen
jan.soerensen@nosto.com