In this practical webinar, you’ll learn how you can take action to improve your customer experience and gain a competitive edge at this crucial time, supported with some compelling trends and statistics. This webinar is well suited for those working in eCommerce and website, content or product management, or for those of you in other industries wishing to learn about and adopt trends and techniques from the fast-paced world of eCommerce. We’ll look at: - Compelling customer experience statistics - Top trends for customer experience in 2020 (with Adobe insights) - Examples of who is doing customer experience well - Customer experience fails you’ll want to avoid - Digital tools you can download and use now to improve customer experience - What you can do yourself, and what an agency can probably do better

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
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Kick-Starting Your New Customer Experience
How to Create a Personalised Customer Experience
Henryk Fiedler
Lead Solutions Consultant
Adobe Magento
Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights
Daniel J D’Auria
Head of Marketing
247 Commerce

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
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Before we start… housekeeping
• Slides will be available via Smart Insights Slideshare, or you can download them
from the BrightTalk page.
• Do ask questions at any point via the chat function - we’ll respond either at the
end of the show or afterwards via email.
#DigitalPerformance

3. How to Create a Personalised Customer Experience
Discover CX trends and technology solutions you can
implement to gain a competitive edge, by offering
unrivalled experiences across every customer touch point.

4. What we will be covering today
Learn how you can take action by utilising technologies to improve your customer
experience and gain a competitive edge at this unprecedented time.
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1. Customer experience trends in the age of COVID-19.
2. Adobe and Magento Commerce: Personalising, and optimising the commerce
experience across every touch point.
3. Adyen: 3 Simple steps you can take to optimise your checkout and boost sales.
4. Success, wrap up, and Q&A.
Who will benefit? This session is well suited to any website owners wishing to learn from the fast-paced
world of eCommerce technology and innovation, in driving unrivalled customer experiences.

5. Today’s speakers
Henryk Fiedler|Lead Solutions Consultant|Adobe
https://www.linkedin.com/in/henryk-fiedler/
Daniel J D’Auria|Head of Marketing|247 Commerce
https://www.linkedin.com/in/danieljd/

6. Customer experience trends

7. The consumer mindset is changing in the age of COVID-19
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● New appreciation for normal life:
33% of consumers strongly agree with the suggestion that
they will reappraise the things they value most and not
take certain things for granted.
● Trust is key:
71% of consumers say if they perceive that a brand is
putting profit over people, they will lose trust in that
brand forever.
● Retailers need to exceed customer expectations:
63% of consumers say that the best brands are the ones
that exceed expectations throughout the customer
journey.
It’s never been a more important time in the digital era, to gain
a competitive edge. Core brand values and experience will
need to adapt to win and retain their customers.

8. Setting the scene: eCommerce customer expectations (EMEA)
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● Customer experience drives 66% of customer loyalty,
outperforming brand and price combined.
● 42% of consumers would pay more for a friendly,
welcoming experience.
● 40% of consumers say they have purchased something
more expensive than they originally planned because
their experience was personalised.
● Shoppers that engage with personalised product
recommendation are 2x more likely to come back to
your website.
‘Customers buy experiences, not products’
Exceptional experiences are now the customer expectation,
outweighing even price.

9. Organisations are starting ‘to get’ the importance of CX
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Rising CX budgets and an increased adoption and reliance on
automated technologies to better understand customers, are signs
organisations and marketers are starting to "get it."
● Companies that prioritised and effectively managed CX
were 3x more likely than their peers to have significantly
exceeded their top business goals in 2019.
● However, over 70% of CX leaders said they struggle to design
projects that increase customer loyalty and achieve results.
● CX covers a range of activities, from voice of the customer
(VoC) to customer journey mapping and user experience—
and we see them more often consolidating within
marketing...
● ...53% of marketers said their functions are solely responsible
for these activities.

10. Focusing on experience is good for business
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Brands focusing on customer experience are seeing significant wins.

11. Adobe Commerce Cloud combines
Magento with Adobe Experience Cloud
providing an end-to-end platform to manage,
personalise, and optimise the commerce
experience across every customer touch point
Now let’s go to @Henryk Fiedler - with some powerful examples to show you:
How to create a personalised experience

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Optimising your checkout

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Steps you can take:
A. Analyze where your shoppers come from versus your
payment method offerings.
A. Localize your checkout: knowing your target audiences
means you can speak their language.
A. Add new payment methods to your checkout and shortlist
them when relevant.
Getting your payment mix right in different regions can be game-
changing for your sales.
Step 1: Let shoppers pay with different payment methods

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Step 2: Make sure your checkout works on different devices
Steps you can take:
A. Test your checkout on multiple devices and operating systems.
B. Minimize the required fields and number of steps and only ask
for key information so your customer can get on with their
purchase.
C. Customers expect straightforward layouts that are easy to
navigate. So make data input easy with large buttons and
clean layouts, and also with clear supporting trustmarks.
D. If you have an app, opt for in-app payments instead of a
redirect which can slow things down as the page loads.

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Step 3: Create ease, and add loyalty incentives for your shoppers
Steps you can take:
A. Use tokenization to securely capture and store card details. Card
data is replaced with a secure token that can be used for future
purchases.
B. Add new reward schemes attached to payment cards.
C. Work with partners that can gather valuable data on buyer
behaviour. Stay up to date with what customers have come to
expect from their payment journeys, including making your delivery
and returns policies as customer friendly as possible.
D. Link payment information to your loyalty program. Delight those who
have stayed loyal by offering point-based rewards, priority access to
products, or exclusive offers.

16. Happy customers = winning brands

17. Country: UK | Industry: Health & Beauty
Requirements:
1. Improve conversions through streamlining the customer journey from
product page to checkout.
2. Keep different country stores independent of each other while
maintaining similar product catalogues to minimize admin.
Solutions:
● Use scheduling feature to stay on top of their ever-changing promotion
planning and scheduling across three separate websites.
● Created dynamic pages to showcase their product offering.
● Simpler day-to-day upkeep of CMS pages – use drag and drop.
= Better customer journey (dynamic) from product pages to checkout
https://magento.com/case-studies/expansion-aromatherapy-associates-after-move-open-
source-magento-2
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Aromatherapy Associates | www.aromatherapyassociates.com
Results:
● 16.5%
conversion rate increase
● 28.5%
transactions increase
● 12.5%
AOV increase

18. Country: UK | Industry: Food & Beverages - Craft Beer
Their Challenge:
Fast growth and need to help a lot of new customers buy beer online
(navigate a lot of choice/ over 1000 options including pick N Mix
selection ,gifts).
Their Mission:
To inspire customers to find their new favourite.
Solutions:
1. Personalised recommendations (related to specific customer
behaviour)
2. General recommendations (similar products - based on other
users’ behaviour).
https://magento.com/sites/default/files8/2019-10/magento-7-secrets-to-successful-
migration.pdf
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Beer Hawk | www.beerhawk.co.uk
Results:
● 58%
B2C revenue increase
● 39%
Page load time decrease
● 29.4%
Conversion rate increase
● 9.11%
AOV increase

19. Recap: Key takeaways

20. Key takeaways:
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Delivering the best commerce experiences requires integrating the end-to-end customer journey.
Magento Commerce gives merchants everything they need to address the full spectrum of commerce
challenges, including:
● A toolbox of capabilities that make it possible to find the insights that help merchants make
smarter decisions.
● Benefits of Artificial Intelligence so that merchants can effortlessly deliver unique shopping
experiences to every customer.
● Ability to target multiple individual audiences with customer segmentation.
● Access to intuitive content creation and authoring tools that empower business users.
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Customers buy experiences, not products.
Retailers need to design for brilliance, and wire for intelligence.

21. 247 Commerce, Adobe Magento, and Adyen
About Adobe Magento: Magento, an Adobe company, is a global leader in
cloud commerce innovation. Magento Commerce boasts a strong portfolio of
cloud-based omnichannel solutions, integrating digital and physical shopping
experiences and powering $155 billion in annual gross merchandise.
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About 247 Commerce: Since 2011, 247 Commerce has specialised in delivering in
joined-up eCommerce innovation, and custom technology solutions for rapid-
growth eCommerce merchants. We’re Adobe Magento partners, and have
worked with merchants across a range of custom web development, design,
strategy, and marketing projects, aligning eCommerce know-how with our client’s
commercial requirements and goals.
About Adyen: Adyen is a Dutch payment company that allows businesses to
accept e-commerce, mobile, and point-of-sale payments. Adyen's online
payment platform connects to payment methods across the world. The
technology acts as a payment gateway, payment service provider, and offers
risk management.

22. Learn more about how 247 Commerce and Adobe Magento
can transform your customers’ experience:
Get your FREE consultation, solution demo, and project scoping.
(We can also help you determine the appropriate website platform solution for your specific business and growth requirements)
Your key contact: Christie Fast | Sales Manager
Christie has 6+ years experience as a Sales and Growth Manager. Formerly at
Virgin Group, Christie is passionate about helping businesses achieve their
commercial goals through technology and innovation.
Contact Christie directly:
christie.fast@247commerce.co.uk | +44 7903 662555
www.linkedin.com/in/christie-fast-07109172/
Or visit: www.247commerce.co.uk/get-in-touch
and quote ‘Smart Insights’ to receive your free consultation and scoping