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Presentatie foryouandyourcustomers Jens Plattfaut

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Jens Plattfaut

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Presentatie foryouandyourcustomers Jens Plattfaut

  1. 1. We expand your Multichannel Business: foryouandyourcustomers creates attractive user experiences with efficient channels and sophisticated solutions. Today at the Data Driven Commerce Event, Jens Plattfaut shares some learnings from creating exciting data-driven content & product experiences to boost conversion and traffic acquisition.
  2. 2. LifeWork In the digital change, foryouandyourcustomers supports you well and gladly. Senior Consultant CEO Munich & Member of the Board Passion
  3. 3. We are more than 110 experts in fields like E-Commerce, PIM/ MDM, CRM, CMS, UX, Data Science, Search & Merchandising. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich
  4. 4. Munich Vienna Zurich Amsterdam Frankfurt Uster Feldkirch Stuttgart Essen Sofia Oerlikon Hamburg Melbourne Since the foundation in 2010, foryouandyourcustomers opened on average two locations per year, the latest one in Melbourne. Baar N EW
  5. 5. “Excite the mind, and the hand will reach for the pocket.” - Harry Gordon Selfridge foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich
  6. 6. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Lesson One To excite your customers minds, you first have to understand your customers (and non-customers).
  7. 7. To better understand your customers, we recommend to apply a mix of qualitative and quantitative research methods. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Customer Data Analytics QualitativeQuantitative
  8. 8. To better understand your customers, we recommend to apply a mix of qualitative and quantitative research methods. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Customer Data Analytics QualitativeQuantitative Interviews Focus Groups
  9. 9. Expert Workshops Channel OPERA To better understand your customers, we recommend to apply a mix of qualitative and quantitative research methods. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Customer Data Analytics QualitativeQuantitative
  10. 10. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Customer Data Analytics QualitativeQuantitative To better understand your customers, we recommend to apply a mix of qualitative and quantitative research methods.
  11. 11. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Customer Data Analytics QualitativeQuantitative To better understand your customers, we recommend to apply a mix of qualitative and quantitative research methods.
  12. 12. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Customer Research Stakeholder Research Qualitative To generate actionable insights, there are more data sources available than you think. Web Analytics Payment options Geo & W eather POSsystems CRM/Loyalty MarketingChannels O rderHistory Social Media & Others
  13. 13. … foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. Example: Which impact on buying behaviour has the outside temperature?
  14. 14. … foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. Example: Which impact have demographic factors 
 on buying behaviour? Numberoforders Average Order Value
  15. 15. To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. A: 75 queries Amount of search queries Shareoftotalsearchvolume% B: 860 queries C: 275.004 queries foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Example: How much effort should I invest into optimising the long-tail of my search engine?
  16. 16. To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Example: How do the users of my shop formulate search queries?
  17. 17. … foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. Example: Which product groups are often purchased together?
  18. 18. … foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich To generate actionable insights, the relevant data sources are identified, cleaned and analysed by Data Scientists. Example: Which product groups are often purchased together? Online Store
  19. 19. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Lesson Two Generate actionable data for your products, contents and customers to improve the shopping experience.
  20. 20. Products foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Create smarter channels by putting your data into action.Datasources PIM Shop Analytics CRM Social CMS Dataextraction&enrichment DataLake Customers Contents BackendSystems DataDrivenChannels Online Shop Email Marketing Chatbot Others… Search Recos CMS Merchand.
  21. 21. ERP Stock: 20
 Margin: 120%
 Availability: true
 Delivery time: 3-4 days PIM ID: NI20160267
 Name: Nike FI Impact
 Brand: Nike
 Colour: Blue
 Size: 42, 43, 44, 45, 46
 Material: Polyester
 Style: Modern Sports
 Type: Running shoe MAM Image URL: http://…
 Video URL: http://… Shop Cat.: Golf & Tennis shoe
 Price: 120,00 €
 Sale price: 90,00 €
 Description: Free text Analytics Views last 30d: 540
 Views last 7d: 300
 Baskets last 30d: 298
 Baskets last 7d: 115
 Unit Sales last 30d: 120
 Unit Sales last 7d: 45
 Revenue last 30d: 10.800 € Social Facebook Likes: 1.027
 Facebook Shares: 221
 Instagram Likes: 876
 Rating Ratings (no.): 789
 Ratings (avg.): 4,2
 Ratings (weighted avg.): 4,7
 ETL Sells with: p123, p124
 Viewed with: p125, p126
 Discount percentage: 30%
 Trend score: 20
 Social score: 70

  22. 22. Loyalty Member status: Gold
 Points: 17.364
 Purchases: 17
 Order frequency: 36 days
 AOV: 174,30€ CRM Anonymous ID: c123
 Added: 01.06.2015
 Birth date: 23.05.1984
 City: Munich
 ZIP: 80*
 Gender: female Newsletter Newsletter: Fashion
 Open Rate: 60%
 Click Rate: 30% Session
 Analytics Last clicked cat.: Shoes
 Last clicked item: p123
 Last searches: red shoe
 Current device: iPhone
 Current location: Munich
 Current referrer: Instagram
 Weather today: sunny
 Weather tomorrow: rainy
 Temperature today: 25°C
 Temperature tomor.: 18°C Shop Payment: PayPal
 Wishlist: p125, p126
 Last bought: p123 ETL LTV: 2.987 €
 Preferred Brands: Nike, …
 Shoe size: 39
 Probability kids: 70%
 Probability dog: 20%

  23. 23. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich The simplified Commerce Data Maturity Model illustrates the readiness of retailers for Data Driven Commerce. Level 1 Basic web analytics Historic order data Descriptive product data Level 2 Level 3 Level 4
  24. 24. Date: 13.07.2018
 Season: Summer
  25. 25. Date: 13.07.2018
 Season: Summer
  26. 26. Date: 13.07.2018
 Season: Summer
  27. 27. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich The simplified Commerce Data Maturity Model illustrates the readiness of retailers for Data Driven Commerce. Level 1 Basic web analytics Historic order data Descriptive product data Level 2 Commercial product data Advanced web analytics Historic order data Descriptive product data Level 3 Level 4
  28. 28. Date: 13.07.2018
 Season: Summer Freshness Product Views last 7 days Unit Sales last 7 days Margin Popularity Ranking 25% 40% 13% 22% Commercial Rankings Based on enriched product data, you can start ranking products by commercial relevancy.
  29. 29. Date: 13.07.2018
 Season: Summer Stock Discount Unit Sales last 60 days Margin 17% 25% 8% 30% Commercial Rankings Based on enriched product data, you can start ranking products by commercial relevancy. Product Views last 7 days20% Sale Ranking
  30. 30. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich bakker.com Bakker.com uses fully automated data-driven content-product recommendations.
  31. 31. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich The simplified Commerce Data Maturity Model illustrates the readiness of retailers for Data Driven Commerce. Level 1 Basic web analytics Historic order data Descriptive product data Level 2 Commercial product data Advanced web analytics Historic order data Descriptive product data Level 3 Session data (Current/Last) Commercial product data Advanced web analytics Historic order data Descriptive product data Level 4
  32. 32. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram
  33. 33. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram
  34. 34. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram
  35. 35. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram Last clicked category: Shirts
 Price segment: high
  36. 36. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich The simplified Commerce Data Maturity Model illustrates the readiness of retailers for Data Driven Commerce. Level 1 Basic web analytics Historic order data Descriptive product data Level 2 Commercial product data Advanced web analytics Historic order data Descriptive product data Level 3 Session data (Current/Last) Commercial product data Advanced web analytics Historic order data Descriptive product data Level 4 360° Customer profile data Personalised Recommendations Session data (Current/Last) Commercial product data Advanced web analytics Historic order data Descriptive product data
  37. 37. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram Gender: female
 Age: 35
 Price segment: high
 Previous cat.: Women,Kid
 Last bought: Red dress
 Preferred brand: Chanel
  38. 38. Date: 13.07.2018
 Season: Summer Device: MacBook Pro
 Location: Amsterdam
 Weather: rain
 Temperature: 18°C
 Incoming channel: Instagram Gender: female
 Age: 35
 Price segment: high
 Previous cat.: Women,Kid
 Last bought: Red dress
 Preferred brand: Chanel
  39. 39. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Lesson Three Use visual merchandising in combination with smart data and personalisation.
  40. 40. Source: https://www.debijenkorf.nl/castleofdreams/
  41. 41. Source: https://www.debijenkorf.nl/castleofdreams/
  42. 42. Source: https://www.debijenkorf.nl/castleofdreams/
  43. 43. asos.com Search results for shirt are presented by gender.
  44. 44. harveynichols.com The products in the Dresses category are presented by colour.
  45. 45. asos.com The beachwear category is presented by matching products.
  46. 46. Example “When the user performs a search, show the bestselling products from his preferred brand and style in the first four rows and present them by colour.”
  47. 47. Lesson Two Generate actionable data. Personalise the experience. foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Lesson Three Top it off with visual merchandising. foryouandyourcustomers Lesson One Understand your customers.
  48. 48. What can we do for you and your customers? foryouandyourcustomers in Amsterdam · Baar · Essen · Feldkirch · Frankfurt · Hamburg · Melbourne · Munich · Oerlikon · Sofia · Stuttgart · Uster · Vienna · Zurich Jens Plattfaut jep@foryouandyourcustomers.com +49 89 383 46 151 +31 20 370 94 14 Mariëlle Melissa De Silva De Freitas Dr. Kilian Semmelmann Fabian Engeln ContactAtthestand

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