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Strategia di personalizzazione omnichannel

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Come personalizzare l'esperienza del cliente?
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Strategia di personalizzazione omnichannel

  1. 1. Milan, 4 October 2018 Personalisation in an omnichannel world
  2. 2. History of personalisation
  3. 3. IS TIRED THE MODERN CONSUMER
  4. 4. TOO MANY OPTIONS THE MODERN CONSUMER
  5. 5. LOOKING FOR A CONNECTION THE MODERN CONSUMER
  6. 6. HOMOPHILY
  7. 7. REDUCE COGNITIVE LOAD
  8. 8. NEEDS HELP DISCOVERING THE MODERN CONSUMER
  9. 9. NEEDS CONVENIENCE THE MODERN CONSUMER
  10. 10. “59 percent of consumers were significantly influenced by personalisation” Infosys 2017
  11. 11. Why is it important?
  12. 12. A fresh take on the personalisation curve.
  13. 13. Level 1 - Crawl Level 2 - Walk Level 3 - RunCustomerEngagement Personalised banners Content based on location, time & weather . IDENTIFY Data capture DISCOVERY Advanced data capture CUSTOMER CENTRIC Guided selling Countdown timers & coupons Abandon cart & browse Crowd-sourced Recommendations Reviews & social proof Dynamic content Back in stock & price drop .Custom behavioural triggers AI driven, all channels + lifecycle End to end personalised content Person history & record rules
  14. 14. Crawl – tactics • Personalised banners with preferences • Crowd sourced product recommendations • Abandon cart and browse • Countdown timers • Coupon codes • Social feeds
  15. 15. Walk – tactics • Back in stock • Price drop • Ratings & reviews • Social Proof • Content based on location, weather & time rules • Abandon cart – based on average order value • Dynamic product recommendations
  16. 16. Run – tactics • Custom behavioral triggers • Person history rules • Last search • Last carted • Recent purchase value • Person record rules • Not identified v identified • Top buyer • Lapsed buyer
  17. 17. 55% of visitors spend less than 15 secs on your website Average bounce rate for ecommerce sites33%
  18. 18. Client Example of how to get to Level 1
  19. 19. Client Example of how to get to Level 1
  20. 20. Client Example of Level 1 Communication
  21. 21. Capture basic preferences Show you are listening and build trust Crawl
  22. 22. 72% of customers are frustrated by irrelevant content are more likely to be loyal; when email is personalised 28%
  23. 23. Client Example of how to get to Level 2
  24. 24. Client Example of how to get to Level 2
  25. 25. Client Example of how to get to Level 2
  26. 26. Category personalisation Client Example of Level 2
  27. 27. Category personalisation Client Example of Level 2
  28. 28. Category personalisation Client Example of Level 2
  29. 29. Client Example of Level 2
  30. 30. Client Example of Level 2
  31. 31. Discover and create urgency Show brand and category affinity Walk
  32. 32. 20% with personalisation Conversion rates rise by an average of
  33. 33. Personalised banner with call-to-action encouraging shopper to return to the website to purchase Cart summary pulled from the website Cart Abandonment Email Countdown Timer to increase urgency Product Recommendations based on the carted item
  34. 34. Personalised Banner based on recently viewed categories Personalisation including countdown timers, coupons, name personalization and weather Web Personalisation Personalisation Product Recommendations Social Media Feeds
  35. 35. Level 3 Run Pre-emptively anticipate customer needs Fully personalised content in real-time
  36. 36. Summary • Crawl – Identify and show you are listening • Walk – Show affinity and create urgency • Run – Seamless customer experience

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