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DiDo #27: Niels Reijmer (Bijenkorf)

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DiDo #27: Niels Reijmer (Bijenkorf)

  1. 1. Personalisatie bij de Bijenkorf
  2. 2. The mail that changed everything
  3. 3. Vragen
  4. 4. U vraagt, wij draaien
  5. 5. Omnichannel retailing • 7 flagship stores, 100.000+ M2 shopping space, 25 mln visitors • Online platform in NL & BE, 55 mln visitors
  6. 6. CRO (since 2012)
  7. 7. Het proces Study user behaviour Insights Form hypotheses Perform (AB-)tests Deploy / Build © Matthijs Hielkema (Travix)
  8. 8. De funnel © Matthijs Hielkema (Travix) % Order% Lister % Detail % Add to cart % Payment% Shipping
  9. 9. Development team structuur % Order Product owners Backend developers Frontend developers UX - designers % Lister % Detail % Add to cart % Payment% Shipping Product vindbaarheid Checkout
  10. 10. Opschalen Study user behaviour Insights Form hypotheses Perform (AB-)tests Deploy / Build
  11. 11. Hypothese Based on https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc (Craig Sullivan) Study user behaviour Insights Form hypotheses Perform (AB-)tests Deploy / Build
  12. 12. Basis = hypothese Based on https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc (Craig Sullivan)
  13. 13. Er is een grens aan site optimalisatie
  14. 14. Product Personalisatie
  15. 15. Product Personalisatie Segmentatie
  16. 16. Van start! Study user behaviour Insights Form hypotheses Perform (AB-)tests Deploy / Build © Matthijs Hielkema (Travix)
  17. 17. Houd het simpel Models / Selections StorageSnowplow Analytics O M S/ERP
  18. 18. Producten onderscheiden User Acne Studios Barbour Barts Filippa K Cheap Monday Diesel Esprit Essenza French Connection XYZ123 0 1 0 1 0 1 0 0 0 KADS546 0 0 1 0 1 0 0 1 1 ESD112 1 1 0 1 0 0 0 0 0 Segment 1 / Style A Segment 2 / Style B Barbour Barts Filippa K Cheap Monday Diesel Essenza Acne Studios French Connection
  19. 19. Toepassen op email Models / Selections Storage Em ail Snowplow Analytics O M S/ERP
  20. 20. AB-testen § Stylesegment match resulteerde in significant meer conversies § Uitbreiden met meer attributen! Style A Default Style A
  21. 21. Opschalen naar de site
  22. 22. Abandon browse
  23. 23. DMP erbij Models / Selections Storage Em ail Snowplow Analytics O M S/ERP DM P DM P
  24. 24. Start personalisatie squad © Matthijs Hielkema (Travix)
  25. 25. Eenvoudig? Models / Selections Storage “Lijst A graag” Lijst A of default Persoon X Style A
  26. 26. Stylesegmentatie op de website
  27. 27. Succes! Style ADefault
  28. 28. Search segmenteren Default Vrouwenjassen
  29. 29. Content § Redirecten naar relevante pagina’s § Banners segmenteren § Etc.
  30. 30. Personalisatie
  31. 31. Next level…. 33 productview productview
  32. 32. Don’t ask me 34 Neural network input predict
  33. 33. Eerste producten aanpassen Default VS Recommended
  34. 34. Stappenplan 36 § Verzamel de juiste data § Pak een kanaal waar je snel mee kan starten § Start met eenvoudige segmenten § Dubbelcheck, dubbelcheck, dubbelcheck alles

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