Real-time retailing
Delivering the next generation of personalised
online experiences

Nick Smyth, UK Sales Director
nick@...
Today’s consumers have higher expectations
Today’s consumers have higher expectations

Google
Today’s consumers have higher expectations

Google

Apple
Engaging consumers is hard work

70-80%
of shoppers leave with things in their basket
at some point during their lifecycle...
Engaging consumers is hard work

97%
of visitors walk away from your site
and never purchase
(Qubit, 2013)

@QubitGroup
0.03%

of visitors make up

30%
of your site’s income...

(State of personalisation research; Qubit, 2013)
@QubitGroup
Research findings

The challenges with
creating great online
customer experiences

Base: 185 digital marketing decision ma...
Research findings

1. 50% of marketers are now focused
on improving the online experience

Businesses have
moved on
from S...
Research findings

1. 50% of marketers are now focused
on improving the online experience
2. 84% respondents agreed that m...
Research findings

1. 50% of marketers are now focused
on improving the online experience
2. 84% respondents agreed that m...
Where it all started:
Site wide AB testing
Before

10

After
Recommendation:
Creating a personal selection based on algorithms

11
Personalisation:
What should each individual see here?

12

@TheGrahamCooke
The future of online
retailing

@QubitGroup
How can you compete with the internet giants?
How can you compete with the internet giants?

26%
of online sales by 2016
We see ecommerce on the web splitting three ways...

Utility
We see ecommerce on the web splitting three ways...

Utility

Experience
We see ecommerce on the web splitting three ways...

Utility

Experience

Apps
Our philosophy for success:

Real-time retailing

@QubitGroup
Real time retailing helps you market throughout
the purchase lifecycle

Engage

Convert

Welcome
message

City specific
me...
Real-time weather targeting

Why?

-

To deliver tailored stock selections
to people in different locations

How?

-

Home...
Real time retailing helps you market throughout
the purchase lifecycle

Engage

Convert

Welcome
message

City specific
me...
17.1% increase in conversions
Farfetch: Content engagement

New visitors who have
seen more than 10
pageviews that session...
Real time retailing helps you market throughout
the purchase lifecycle

Engage

Convert

Welcome
message

City specific
me...
11% uplift in conversions for basket abandoners
LK Bennett: Abandonment catching with Visitor History

UK visitors who had...
Real time retailing helps you market throughout
the purchase lifecycle

Engage

Convert

Welcome
message

City specific
me...
38.2% increase in mailing list signups
LK Bennett: Email sign ups

New users resting on the
home page for 7 seconds;
exist...
The six principles of
persuasion

@QubitGroup
“Influence involves change,
the ability to move people
in a desired direction...”

@QubitGroup
6
27

@QubitGroup
- When a friend invites you to
a party, you’ll invite them to
yours. Ie. in the context of
social obligation, people are
m...
Links of London

@QubitGroup

29
Option A
- New Coke fail. Generally
believed to be one of the
worst marketing blunders of
all time.
- Blind taste testing
...
House of Fraser

@QubitGroup

31
ie. People will follow
CREDIBLE
KNOWLEDGEABLE
EXPERTS.
It’s why therapists display
certificates on their
walls.
Or why peo...
Mr Porter

@QubitGroup

33
When a patient writes their
own doctors appointment
details, this reduced missed
appointments by 13%

Simply identifying a...
Farfetch

@QubitGroup

35
There are 3 important factors which affect
this principle:
1. People who are SIMILAR to us.
2. People who pay us COMPLIMEN...
Compare the market

The meerkat has almost 55,000 Twitter
followers and more than 800,000 people have
liked his Facebook p...
When people are uncertain they
will look to the ACTIONS of OTHERS
to determine THEIR OWN.

In the average hotel, the
‘reus...
How you can become
a real-time retailer

@QubitGroup
The right team

Data
Analyst

Creative
Marketer

JavaScript
Engineer

On-site
Merchandiser

To find insights
in your data

...
The right data model

Universal Variable data model
@QubitGroup
The right data model

Universal Variable data model
@QubitGroup

Visitor Opinion feedback collection
The right insights

chris opportunity

Dive into specific segments
42

@QubitGroup

Read related feedback to diagnose issu...
The right insights

chris opportunity

“People who engage
with content are
more likely to convert”

Dive into specific seg...
Geo insights

The average US customer
coming to a UK website is
worth over three times as
much as a UK customer
to your bu...
Time of day insights

Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
Qubit ...
The right segments

Sofa Surfers

Big Spenders

Basket Cases

Super Shoppers

Quick browsers
who dwell on
category pages

...
The right personalization technology

@QubitGroup
The right browser side JavaScript solutions

FitsMe

@QubitGroup

MentionMe
Testing is philosophy that should run deep in your business

@QubitGroup
Closing thoughts and
questions!
Demo / meeting requests
email:
nick@qubitproducts.com
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Real-time retailing webinar - 21st November

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Qubit's Nick Smyth and Will Browne explain how you can become a real-time retailer, what the best in the business are doing, and how you can use the powers of persuasion to help boost your bottom line.

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Real-time retailing webinar - 21st November

  1. 1. Real-time retailing Delivering the next generation of personalised online experiences Nick Smyth, UK Sales Director nick@qubitproducts.com Will Browne, Data Scientist
  2. 2. Today’s consumers have higher expectations
  3. 3. Today’s consumers have higher expectations Google
  4. 4. Today’s consumers have higher expectations Google Apple
  5. 5. Engaging consumers is hard work 70-80% of shoppers leave with things in their basket at some point during their lifecycle (The power of personalisation; Qubit, 2013) @QubitGroup
  6. 6. Engaging consumers is hard work 97% of visitors walk away from your site and never purchase (Qubit, 2013) @QubitGroup
  7. 7. 0.03% of visitors make up 30% of your site’s income... (State of personalisation research; Qubit, 2013) @QubitGroup
  8. 8. Research findings The challenges with creating great online customer experiences Base: 185 digital marketing decision makers from US and UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, July 2013
  9. 9. Research findings 1. 50% of marketers are now focused on improving the online experience Businesses have moved on from SEO
  10. 10. Research findings 1. 50% of marketers are now focused on improving the online experience 2. 84% respondents agreed that marketing and eCommerce teams will be responsible for the majority of the marketing technology budget by 2014 The power is in your hands to choose the right tech
  11. 11. Research findings 1. 50% of marketers are now focused on improving the online experience 2. 84% respondents agreed that marketing and eCommerce teams will be responsible for the majority of the marketing technology budget by 2014 3. This means that businesses can re-focus on solving issues with tech redundancy: - 72% feel there is redundancy in their technology stack - 58% feel they don’t have the right skills in house Integrated marketing hubs are gaining traction
  12. 12. Where it all started: Site wide AB testing Before 10 After
  13. 13. Recommendation: Creating a personal selection based on algorithms 11
  14. 14. Personalisation: What should each individual see here? 12 @TheGrahamCooke
  15. 15. The future of online retailing @QubitGroup
  16. 16. How can you compete with the internet giants?
  17. 17. How can you compete with the internet giants? 26% of online sales by 2016
  18. 18. We see ecommerce on the web splitting three ways... Utility
  19. 19. We see ecommerce on the web splitting three ways... Utility Experience
  20. 20. We see ecommerce on the web splitting three ways... Utility Experience Apps
  21. 21. Our philosophy for success: Real-time retailing @QubitGroup
  22. 22. Real time retailing helps you market throughout the purchase lifecycle Engage Convert Welcome message City specific messaging Landing page optmization Content engagement Session retargeting Product curation Campaign mirroring Weather targeting Low stock Free delivery! Low stock pointers Basket upsell Urgency messages Loyalty schemes Visitor history targeting Email sign up Optimize widgets Social endorsements Navigational tools New Email: Retain !reffO Filter by size! i Attract Offer! Hello! 17 Targeted offers Abandonment catching Product badging
  23. 23. Real-time weather targeting Why? - To deliver tailored stock selections to people in different locations How? - Homepage with weather widget Create link with third party data source for weather Feed the data into the personalisation container (using advanced js) Create dynamic module on landing page Pick from: > Weather today > Weather at the weekend
  24. 24. Real time retailing helps you market throughout the purchase lifecycle Engage Convert Welcome message City specific messaging Landing page optmization Content engagement Session retargeting Product curation Campaign mirroring Weather targeting Low stock Free delivery! Low stock pointers Basket upsell Urgency messages Loyalty schemes Visitor history targeting Email sign up Optimize widgets Social endorsements Navigational tools New Email: Retain !reffO Filter by size! i Attract Offer! Hello! 19 Targeted offers Abandonment catching Product badging
  25. 25. 17.1% increase in conversions Farfetch: Content engagement New visitors who have seen more than 10 pageviews that session. A message layer was shown to users after their 10th pageview inviting them to read more in Farfetch’s FAQ page. 20
  26. 26. Real time retailing helps you market throughout the purchase lifecycle Engage Convert Welcome message City specific messaging Landing page optmization Content engagement Session retargeting Product curation Campaign mirroring Weather targeting Low stock Free delivery! Low stock pointers Basket upsell Urgency messages Loyalty schemes Visitor history targeting Email sign up Optimize widgets Social endorsements Navigational tools New Email: Retain !reffO Filter by size! i Attract Offer! Hello! 21 Targeted offers Abandonment catching Product badging
  27. 27. 11% uplift in conversions for basket abandoners LK Bennett: Abandonment catching with Visitor History UK visitors who had not purchased online within nine months, but had visited the site more than three times Using Qubit’s exit page logic, a layer was fired when someone was leaving the basket page after adding a product to their basket, in order to tempt users with free delivery 22
  28. 28. Real time retailing helps you market throughout the purchase lifecycle Engage Convert Welcome message City specific messaging Landing page optmization Content engagement Session retargeting Product curation Campaign mirroring Weather targeting Low stock Free delivery! Low stock pointers Basket upsell Urgency messages Loyalty schemes Visitor history targeting Email sign up Optimize widgets Social endorsements Navigational tools New Email: Retain !reffO Filter by size! i Attract Offer! Hello! 23 Targeted offers Abandonment catching Product badging
  29. 29. 38.2% increase in mailing list signups LK Bennett: Email sign ups New users resting on the home page for 7 seconds; existing users that have more than two sessions; and US users on the UK site. An email sign up layer was shown to encourage sign up to LK Bennett’s mailing list. US users on the UK site were also redirected to the US site and put on the US mailing list. 24
  30. 30. The six principles of persuasion @QubitGroup
  31. 31. “Influence involves change, the ability to move people in a desired direction...” @QubitGroup
  32. 32. 6 27 @QubitGroup
  33. 33. - When a friend invites you to a party, you’ll invite them to yours. Ie. in the context of social obligation, people are more likely to say yes if they owe you something. Waiter Option A: Waiter brings you a gift with your bill, ie. a mint. So, will a mint influence your tip? Most people say no. x1 mint: increase of 3%. x2 mints: increase of 14% However, if the waiter gives 1 mint, goes and returns with ANOTHER mint for “being lovely guests tonight”, well, tips are at an extra 23%. It’s not what was given but HOW it was given. Make sure what you give is PERSONALIZED and UNEXPECTED. Reciprocity
  34. 34. Links of London @QubitGroup 29
  35. 35. Option A - New Coke fail. Generally believed to be one of the worst marketing blunders of all time. - Blind taste testing indicated that 6% of people preferred the New Coke taste; however, once people discovered that they were getting rid of the ‘Old Coke’, people went crazy and wanted it back even thought they preferred the new taste. Why? People suddenly wanted what they could no longer have. Or: people are stupid. Scarcity
  36. 36. House of Fraser @QubitGroup 31
  37. 37. ie. People will follow CREDIBLE KNOWLEDGEABLE EXPERTS. It’s why therapists display certificates on their walls. Or why people are more likely to pay parking fines to those in uniform as opposed to others. Real estate agent: started conversations with ‘s o-so has {x} many years of experience in this, I’ll let him take this account for you” - 20% more appointments and 15% in signed contracts. Authority
  38. 38. Mr Porter @QubitGroup 33
  39. 39. When a patient writes their own doctors appointment details, this reduced missed appointments by 13% Simply identifying a person as a voter, as many volunteers did — “Mr. Jones, we know you have voted in the past” — acts as a subtle prompt to future voting, said Dr. Cialdini, a foundational figure in the science of persuasion. “People want to be congruent with what they have committed to in the past, especially if that commitment is public,” he said. Commitment Many volunteers also asked would-be voters if they would sign an informal commitment to vote, a card with the president’s picture on it. This small, voluntary agreement amplifies the likelihood that the person will follow through, research has found. http:/ /www.nytimes.com/2012/11/13/ health/dream-team-of-behavioral-scientistsadvised-obama-campaign.html?
  40. 40. Farfetch @QubitGroup 35
  41. 41. There are 3 important factors which affect this principle: 1. People who are SIMILAR to us. 2. People who pay us COMPLIMENTS. 3. People who CO-OPERATE with us In a business school Cialdini was in, he did an experiment with t wo groups of MBA students. Group 1: TIME=MONEY. Group 2: SHARE YOUR INFORMATION. Group 1 only arrived at 55% contractual agreements while Group 2, who shared details and spoke about non-work activities prior to the meeting, had 90% agreement (and an 18% higher valued agreement). @QubitGroup Likability
  42. 42. Compare the market The meerkat has almost 55,000 Twitter followers and more than 800,000 people have liked his Facebook page. Meerkat power has ­ propelled the company’s value from £43million in 2008 to £88million 2012. @QubitGroup 37
  43. 43. When people are uncertain they will look to the ACTIONS of OTHERS to determine THEIR OWN. In the average hotel, the ‘reuse your towl’ sign that focuses on the environmental benefits sees a 35% compliance. This increases to 75% when a guest is staying 4 nights or longer. Changing the language to say: “75% of people will reuse their towels” saw another 26% increase. However, changing the words to say: “75% of people who STAYED IN THIS ROOM have reused their towels” saw a 33% increase. I sincerely hope they change the towels bet ween guests though. Social Proof
  44. 44. How you can become a real-time retailer @QubitGroup
  45. 45. The right team Data Analyst Creative Marketer JavaScript Engineer On-site Merchandiser To find insights in your data To bring your hypotheses to life To build advanced personalisations To get the right stock in the right places @QubitGroup
  46. 46. The right data model Universal Variable data model @QubitGroup
  47. 47. The right data model Universal Variable data model @QubitGroup Visitor Opinion feedback collection
  48. 48. The right insights chris opportunity Dive into specific segments 42 @QubitGroup Read related feedback to diagnose issues
  49. 49. The right insights chris opportunity “People who engage with content are more likely to convert” Dive into specific segments 42 @QubitGroup Read related feedback to diagnose issues
  50. 50. Geo insights The average US customer coming to a UK website is worth over three times as much as a UK customer to your business Qubit research, 2013 @QubitGroup
  51. 51. Time of day insights Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day Qubit research, 2013 @QubitGroup
  52. 52. The right segments Sofa Surfers Big Spenders Basket Cases Super Shoppers Quick browsers who dwell on category pages Love to browse and make up 30% of your revenue Typically arrive on paid search, browse in the evenings Know what they want and make up 10% of revenue (State of personalisation research; Qubit, 2013) @QubitGroup
  53. 53. The right personalization technology @QubitGroup
  54. 54. The right browser side JavaScript solutions FitsMe @QubitGroup MentionMe
  55. 55. Testing is philosophy that should run deep in your business @QubitGroup
  56. 56. Closing thoughts and questions! Demo / meeting requests email: nick@qubitproducts.com

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