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Machine learning and mobile -- without an engineering team

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NRF NXT 2019
July 22, 2019
Brian Doherty, Manager, Media and Partnerships, Zulily, LLC

Published in: Retail
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Machine learning and mobile -- without an engineering team

  1. 1. Brian Doherty, Manager, media & partnerships Zulily July 22, 2019 SESSION: Machine learning + mobile - without an engineering team
  2. 2. Welcome slide …. AGENDA ABOUT ZULILY CASE STUDIES KEY TAKEAWAYS
  3. 3. 3 Every day, Zulily delivers millions of versions of the app + site A B O U T Z U L I LY
  4. 4. DIRECT-SEARCH COMMODITIZED CAT FOOD DISCOVERY ENTERTAINMENT FUN VS. A B O U T Z U L I LY
  5. 5. A new store every day Things she loves at prices she can brag about A fun mobile shopping experience A B O U T Z U L I LY
  6. 6. Welcome slide …. EXAMPLES
  7. 7. 7 • 189% to goal for customer database growth • 311%+ in loyalty growth • 466% increase in sales compared to previous sales event Endangered Species Chocolate E X A M P L E
  8. 8. 8 • Reached new audience • Drove awareness for direct to consumer option • Achieved higher than average engagement & conversion • Delivered 142% to goal for email acquisition Califia Farms E X A M P L E
  9. 9. Welcome slide …. CASE STUDY
  10. 10. 10 C A S E S T U D Y Stash Tea • Launched brand refresh + new products • Tens of thousands of consumers engaged with in-home trial • 256% to goal for customer database growth
  11. 11. Welcome slide …. KEY LEARNINGS
  12. 12. CUSTOMER LOYALTY W H AT ’ S N E X T F O R R E TA I L Key learnings PERSONALIZED & MOBILE EXPERIENCES CORE PRODUCT, VALUE FUN + COMPELLING STORIES LEVERAGE ALL RESOURCES FREQUENT TESTING TO SCALE
  13. 13. CUSTOMER LOYALTY W H AT ’ S N E X T F O R R E TA I L PERSONALIZED & MOBILE EXPERIENCES CORE PRODUCT, VALUE FUN + COMPELLING STORIES LEVERAGE ALL RESOURCES FREQUENT TESTING TO SCALE Key learnings
  14. 14. CUSTOMER LOYALTY W H AT ’ S N E X T F O R R E TA I L PERSONALIZED & MOBILE EXPERIENCES CORE PRODUCT, VALUE FUN + COMPELLING STORIES FREQUENT TESTING TO SCALE LEVERAGE ALL RESOURCES Key learnings
  15. 15. CUSTOMER LOYALTY W H AT ’ S N E X T F O R R E TA I L PERSONALIZED & MOBILE EXPERIENCES CORE PRODUCT, VALUE FUN + COMPELLING STORIES FREQUENT TESTING TO SCALE LEVERAGE ALL RESOURCES Key learnings
  16. 16. CUSTOMER LOYALTY W H AT ’ S N E X T F O R R E TA I L PERSONALIZED & MOBILE EXPERIENCES CORE PRODUCT, VALUE FUN + COMPELLING STORIES FREQUENT TESTING TO SCALE LEVERAGE ALL RESOURCES Key learnings
  17. 17. North star: add value for the customer W H AT ’ S N E X T F O R R E TA I L
  18. 18. Welcome slide …. THANK YOU Brian Doherty Manager, Media & Partnerships partnerships@zulily.com
  19. 19. 19 Takeaways from Zulily • Leverage core product and additional capacities to build loyalty • The goal should always be to humanize • You don’t always need engineers to test, scale

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