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Are you taking it personally ava aprin 13th feb 2013 - final

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  • 1. 13th February 2013Are you taking it personally?
  • 2. The Customer Journey: Are you Taking it Personally? Call Contact CenterSearch Click Ad POS Browse Products Purchase Remarketing Email Mobile Check-In Share on Facebook 360 degree Landing Page View Video customer view Web Email Contact Mobile Store Social Center A set of experiences and interaction points that meet or exceed customers‟ expectations within and across touchpoints or channels.
  • 3. Personalise Anytime, AnywherePersonalising the customer‟s brand & shoppingexperience in real-time, across multiple touchpoints and channels increases customer lifetimevalue and loyaltyIt’s all about the individual!
  • 4. 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):“It‟s like walking by a store window Recently viewed & Related to your past interests / New Products in a Mall”
  • 5. 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“It‟s like a walking down the sellers / Most popular / Promo / etc. aisle in a retail store” -> IN THE CONSIDERED CATEGORY • Returning Visitors (Remind/Update): Recently viewed & Related to your past interests / New Products -> IN THE CONSIDERED CATEGORY
  • 6. 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 / “It‟s like walking down the Viewed Purchased / Co-Viewed.aisle, stopping and looking at a • Returning Visitors (Convert): specific product in the shelve Similar / Viewed Purchased / Co- in a retail store” Viewed / Recently viewed in this sub- category
  • 7. 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 “It‟s like asking a store clerk time? for complementary products and/or walking to the cash Tactical Objectivesregister, and browsing around • New visitors (Cross-sell): Related / while waiting to pay” Co-Purchased • Returning Visitors (Cross-sell / Remind): Related / Co-Purchased / Recently viewed / Replenishment)
  • 8. Personalisation Opportunities Home Search Category Product Detail Shopping Cart Email Call Center Mobile
  • 9. Home page• Vertical & Horizontal Carousels• Multi-strategy Confidential
  • 10. Home page• Dynamic box title change to show you „Recently Viewed Items‟ Confidential
  • 11. 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
  • 12. Category• Merchandise by paw ratings• Quickview Confidential
  • 13. Category Page: Quick View Confidential
  • 14. Combined Strategies• Maximize strategies and content on high engagement pages Confidential
  • 15. Product Detail Page: Quick Shop • Hover feature • See price & offer - SHOP • Without extra clicks Confidential
  • 16. Product Detail• Video – add product recommendations within video product demos Confidential
  • 17. Shopping Cart• Promote products for free shipping and cross sell opportunities Confidential
  • 18. PreCart: ‘Fly-in’ Recommendations• “Fly in” with recommendations when you add an item to your cart• Before you go to the actual cart Confidential
  • 19. Email: Remarketing• Remarket recommended products to customers who abandon their browse or shopping carts• Personalized content in Transactional and Marketing emails
  • 20. Mobile• Mobilize your ecommerce site for consumers on the go
  • 21. Contact Center Integrate into your Contact Centerapplication via web services calls Trigger recommendations off individual items or off the whole order Target product recommendations to shopper profiles, product profiles, multiple algorithms and Maintain control merchandising rulesBy applying merchandising and business rules
  • 22. Balancing AOV & Conversion Rate• 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. AOV x CR = Revenue Per Visit Confidential
  • 23. 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 Confidential
  • 24. Kate Mobile Content Kate = Nike Enthusiast • Wakes up & decides to go for a run • Logs into Nike Mobile and checks area trail routes
  • 25. Kate Mobile Content checking email Checks email at work • Sees promo for watch • Remembers seeing new shoe style on trail
  • 26. 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
  • 27. Kate Mobile Content checking email online purchases Goes to Retail Store • In-store experience • Buys new running shoes retail experience
  • 28. Kate Mobile Content checking email online purchases Logs back online at home • Goes to Events pages • Registers for upcoming marathon retail experience registering for events
  • 29. Kate Mobile Content checking email online purchases retail experience registering for events
  • 30. Thank You! Ava AprinDirector of Technology Partnerships aaprin@certona.com http://www.certona.com/white-paper-request

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