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DYNAMIC MERCHANDISINGACTIVATE YOUR RANGE ONLINE                 Jeremy Glass                 Permission                 St...
TODAY S PRESENTATION    !    Merchandising: The art of Personalization    !    The Social Graph of Shopping    !    Implem...
RELEVANCY DRIVES VALUE
THE PURPOSE OF PERSONALIZATION               Maximizing revenues            for online retailers & brands                 ...
TWO APPROACHES     Demographic            Behavioral      !       Age           !       Search      !       Gender        ...
THE SOCIAL SHOPPING GRAPH Which products are most relevant to this individual   consumer, right now?                      ...
NOT JUST FOR MERCHANDISING USE                    DISPLAYS                     CLICKS                     VISITS          ...
VANS & THE NORTH FACE ONLINEEnd 2009    Launch of The North Face in startup styleEnd 2011    31% increase Y/Y with 3 local...
BUSINESS REQUIREMENTS  A Challenge     Pan-European multichannel project in different                  languages and curre...
BEST PRACTICE ETAILING      (PERSONALIZED                                      (PERSONALIZED                             N...
EXECUTION & RESULTS - 1     Better user engagement!    Improvement in product photos!    Inspirational videos about key   ...
EXECUTION & RESULTS - 2  How we faced the challenge!    Specific banners per local site in multiple key     pages!    Each...
EXAMPLES – Product Pages!    Combination of     browsing and     purchasing history     recommendations!    Increase visib...
EXAMPLES – Category Pages!    Logics restricted to category/gender to increase relevancy!    Business rules allow to achie...
EXECUTION & RESULTS - 3        Results we achieved!       Recommendations generated 150K banner clicks in 3 months!       ...
WHAT WE LEARNED!       Personalization requires dedication and investment...!       ... but it strengthens the brand acros...
NEVER STOP EXPLORING!   Explore new areas of use with landing pages, e-mails,   marketing pages, campaigns!   Leverage new...
CONCLUSIONS      !    You are what you buy      !    Personalization works      !    Never stop exploring
FIND OUT MORE – ASK PERMISSION             - AVAIL Exclusive Australian partner             - Visit stand 1400 opposite   ...
Dynamic Merchandising - Activate your range online - Online Retailer 2012 - Stefano Girolimetto and Jeremy Glass
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Dynamic Merchandising - Activate your range online - Online Retailer 2012 - Stefano Girolimetto and Jeremy Glass

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Dynamic Merchandising - Activate your range online - Online Retailer 2012 - Stefano Girolimetto and Jeremy Glass

  1. 1. DYNAMIC MERCHANDISINGACTIVATE YOUR RANGE ONLINE Jeremy Glass Permission Stefano Girolimetto The North Face & Vans
  2. 2. TODAY S PRESENTATION !  Merchandising: The art of Personalization !  The Social Graph of Shopping !  Implementing personalization Vans & The North Face case !  Conclusions
  3. 3. RELEVANCY DRIVES VALUE
  4. 4. THE PURPOSE OF PERSONALIZATION Maximizing revenues for online retailers & brands while Minimizing information irrelevancy for consumers
  5. 5. TWO APPROACHES Demographic Behavioral !   Age !   Search !   Gender !   Click !   Location !   Add-to-cart !   Browser !   Purchase 24 year old Male Most recent purchase: from Sydney using surfboard Internet Explorer
  6. 6. THE SOCIAL SHOPPING GRAPH Which products are most relevant to this individual consumer, right now? Which consumers are likely to be interested in this type of product or brand?
  7. 7. NOT JUST FOR MERCHANDISING USE DISPLAYS CLICKS VISITS CARTS RETENTION ORDERS PERSONALIZED COMMERCE ADVERTISING, MERCHANDISING & RETENTION
  8. 8. VANS & THE NORTH FACE ONLINEEnd 2009 Launch of The North Face in startup styleEnd 2011 31% increase Y/Y with 3 local storesMarch 2012 Re-launch, expansion in new countriesJuly 2012 Launch of Vans with 6 local stores Focus on customer Personalization of the centric approach whole experience
  9. 9. BUSINESS REQUIREMENTS A Challenge Pan-European multichannel project in different languages and currencies Automate merchandising with a varied assortment Two Objectives Create a personalized and localized experience Three Goals Leverage, expose a broader assortment Drive incremental revenue Personalize experience for product research
  10. 10. BEST PRACTICE ETAILING (PERSONALIZED (PERSONALIZED NEWSLETTERS) ADVERTISEMENTS) PERSONALIZED PERSONALIZED PERSONAL PAGES LANDING PAGES“Welcome back! People who RETAIN ATTRACT “People who came here bought the items you have, searching for ..., also bought ...” ended up buying ...” SHOPPER BEHAVIOR PERSONALIZED PERSONALIZED CHECKOUT PAGES SEARCH PAGES “People who bought CROSS-SELL CONVERT “People searching for ... the items in your cart, ended up buying ...” also ordered ..:” PERSONALIZED UPSELL PERSONALIZED ADD-TO-CART PAGES CATEGORY PAGES “People who bought this item, PERSONALIZED “People who viewed also bought ..:” the items you have, PRODUCT PAGES also considered ...” “People who viewed this item, also considered ..:”
  11. 11. EXECUTION & RESULTS - 1 Better user engagement!  Improvement in product photos! Inspirational videos about key products!  Landing pages with multimedia elements
  12. 12. EXECUTION & RESULTS - 2 How we faced the challenge!  Specific banners per local site in multiple key pages!  Each local store is managed separately from the others!  Multiple logic per banner based on customer behavior
  13. 13. EXAMPLES – Product Pages!  Combination of browsing and purchasing history recommendations!  Increase visibility, up-sells and cross- sells based on user preferences
  14. 14. EXAMPLES – Category Pages!  Logics restricted to category/gender to increase relevancy!  Business rules allow to achieve brand-specific goals
  15. 15. EXECUTION & RESULTS - 3 Results we achieved!   Recommendations generated 150K banner clicks in 3 months!   Product visibility greatly improved, 2.5% CTR last 3 months!   Selling a broader assortment, AOV +15% and UPT +6% Y/Y!   Contribution to a 115% incremental revenue (90% comp) Y/Y
  16. 16. WHAT WE LEARNED!   Personalization requires dedication and investment...!   ... but it strengthens the brand across all channels!   Incremental continuous improvements make the difference!   Recommendations without strategy are inefficient!   Tailoring the experience to each user is powerful
  17. 17. NEVER STOP EXPLORING!   Explore new areas of use with landing pages, e-mails, marketing pages, campaigns!   Leverage new data sources like social media, product reviews, retailer websites!   Tailor the experience to the user and exploit new personalization logic
  18. 18. CONCLUSIONS !  You are what you buy !  Personalization works !  Never stop exploring
  19. 19. FIND OUT MORE – ASK PERMISSION - AVAIL Exclusive Australian partner - Visit stand 1400 opposite conference entrance - Pick-up merchandising report Thank you - Call (02) 8024 5400 - Visit www.avail.net

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