The document discusses personalized commerce and the role of merchandisers. It notes that while personalization is important to consumers, true 1:1 personalization only covers 25% of users due to data limitations. The future is to leverage segmentation and target merchandising to different customer segments, which can effectively target 70% of users. Key takeaways are that segmentation allows merchants to offer tailored assortments to segments, and a targeted strategy is needed to fully leverage personalization.
15. Addresses
25% of users
Can target
70% of users
1:1 PERSONALIZATION TARGETS UP TO 25% OF ALL USERS
15
1:1
Personalization
Segmentation & Targeting
Other Users
Don’t
Ignore
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19. 19
SEGMENTATION & TARGETING
Financially dependent
(Age < 18)
Young professional
(18 < Age < 30)
Married professional
(30 < Age < 45)
Empty nesters
(45 < Age < 60)
Retired
(Age > 60)
Behavior determined by
guardians
Good long term potential
Lower ticket sizes
Higher risk taking capability
Additional needs – child, education,
buying first home, increase in
insurance
Prepare for retirement
Possible second home
Low risk taking capability
Pension, annuities
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20. THE FUTURE –TARGETED MERCHANDISING
FOR DIFFERENT CUSTOMER SEGMENTS
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21. Segment – First Time Visitors
Data – Low conversion rates for first
time visitors
Action – Promote products with lower
prices.
Impact – Higher conversion
SEGMENT # 1 – USER TYPE (NEW USERS)
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22. Segment – Repeat Visitors
Data – Repeat visitors typically sort results
by new arrivals
Action – Boost new arrivals for the repeat
visitors segment
Impact – Higher conversion & Higher
retention
SEGMENT # 2 – USER TYPE (LOYAL USERS)
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23. Segment – Device type: Mobile
Data – High exit rates on search results
pages
Action – Slot 3 different brands in the
first 20 positions to showcase more
variety
Impact – Decrease in exit rate and more
mobile revenue
SEGMENT # 3 – DEVICE TYPE (MOBILE)
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24. Segment – Device type: Desktop
Data – Calvin Klein shirts have a higher CTR and
top 2 products added to cart are CK1039 and
CK1432
Action – Boost the Calvin Klein brand and pin
CK1039 and CK1432 to the top positions
Impact – Greater CTR and More add to cart
SEGMENT # 4 – DEVICE TYPE (DESKTOP)
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25. Segment – Location – LA
Data – Visitors are purchasing summer
dresses
Action: Promote summer dresses on
the dresses category page
Impact: Higher engagement and
conversion
SEGMENT # 5 – LOCATION (LOS ANGELES)
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26. Segment – Location – New York
Data – Visitors are purchasing knit
dresses
Action: Promote knit dresses on the
dresses category page
Impact: Higher engagement and
conversion
SEGMENT # 6 – LOCATION (NEW YORK)
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27. Segment: Source – PPC ad about Vacuum
Cleaners
Data: Visitors coming in from adwords are
high value customers likely to spend between
$200-$500
Action: Promote high margin vacuum
cleaners
Impact: Lower customer acquisition
cost and higher ROI
SEGMENT # 7 – REFERRAL SOURCE (GOOGLE ADS)
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28. Segment: Source – Social Media
Data: A particular product is
trending on social media
Action: Pin this product to the top
position on search results pages
and category page
Impact: Higher engagement and
Greater CTR
SEGMENT # 8 – REFERRAL SOURCE (SOCIAL MEDIA)
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29. Segment: Gender - Female
Data: Marketing team sends a new Nike
product launch email to men and women
Action: Ensure women arriving on the Nike
brand page see female sports products at
the top
Impact: Lower bounce rate
SEGMENT # 9 – GENDER (WOMEN)
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30. 1 Users are increasingly expecting a personalized online shopping
experience
2 1:1 personalization has limitations and covers only 25% of users
3 Future of merchandising = Targeted merchandising for customer
segments
4 By leveraging Segmentation, merchandisers can effectively target
70% of their visitors
5 Adopt a targeted merchandising strategy – Offer tailored product
assortments to key customer segments
KEY TAKEAWAYS
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Consumers are increasingly expecting online retailers to provide a personalized shopping experience when browsing for products online. WHY?
On-site personalization
Leveraging data to target users with relevant products after they arrive on your website
Personalized messaging
Real time offers, dynamic message (based on search keywords)
Email
Customizing email campaigns based on individual customer data
Marketing Retargeting
Promote on your retargeting ads the last items a visitor viewed before leaving your site.
Navigational personalization: Based on browsing behavior and purchase history, you can customize how a customer navigates an ecommerce website.
Third-party data: Data aggregators are the most common source of third-party data, which provides your higher level, huge volume audience insights. Third-party data is great for contextual, behavioral and demographic targeting; it isn’t exclusive to you, but it can tell you a great deal more about various audience segments.
Predictive personalization: Based on the buying behavior of other users, recommendation engines can predict products that a person might buy in the future. These can then be presented to them through email campaigns, on ecommerce sites, or transactional apps. Amazon lands 30% of its sales via recommendations.
1:1 personalization is typically automated based on intelligent machine learning algorithms…...if that’s the case, what role will merchandisers play?
While 1:1 personalization is ideal, it targets only 25% of all users. The remaining 75% will still see generic content
Need historical user data
Users need to be logged-in (typically only 30% of all users on an e-commerce site are logged in)
Segmentation & Targeting can help merchandisers address the remaining users
The ability to target different groups of customers with customized content and products based on their shared characteristics. Customers are grouped into a specific segment based on having similar:
Needs - so that a single whole product can satisfy them.
Demographic – age, gender, location, income, etc.
Buying characteristics – products viewed, purchased, etc.