This document summarizes a webinar about creating a customer-centric customer experience. It includes: - An agenda that introduces panelists and discusses search, personalization, and reviews on the customer journey. - Presentations from panelists at Trustpilot, Klevu, and Nosto about how their tools can help with search, personalization, and reviews to improve the customer experience. - Examples of how personalization based on location, browsing history, and other data can increase relevance and recommendations for customers. - How incorporating reviews into search engine marketing and displaying them throughout the customer journey can boost conversion rates and average order values.

1. Creating a Customer-Centric
Customer Experience
WEBINAR

2. Agenda
• Welcome
• Setting the scene
• Introducing our panelists
• Let’s go on a (customer) journey
Search | Personalization | Reviews
• Summary Carole Ginman
Marketing Manager Northern Europe
Nosto

3. We want to hear from you
• Use the "Questions" screen in the control
panel to ask questions at any time during the
webinar.
• We will answer the questions at the end of the
session and by email.

4. Setting the Scene
What is customer-centricity?

5. Changing consumer expectations
• Today’s consumers have extremely high demands –
and they should correlate with consumer values
• Speed, convenience and service experienced in other
sectors expected in retail
• Helping customers make sense of information
becomes increasingly important

6. What is customer-centricity?
Firmly putting the customer’s wants and
needs at the core of business strategy

7. HEIKKI
Helsinki, Finland
Ice hockey
Looking for NHL merch
First-time visitor
ANNA
London, UK
Ecological cosmetics
Discount lead
Landing from Instagram
MIKE
New York, USA
Sneakers
Brand driven
Nike sneakers in cart
NINA
Berlin, Germany
Extreme sports
Loyal customer
Frequent buyer
One size fits all?

8. Agenda
● Setting the scene
● Introducing our panelists
● Search
● Personalization
● Reviews
● Stronger together

9. Speakers
Sarah Bacchetti
Partner Manager Nordics
Trustpilot
Claudia Ditri
Sales & Partnerships Manager
Klevu
Jacob Nordgren
Customer Success Manager
Nosto

10. Our mission is to bring people and companies together to
create ever-improving experiences for everyone.
2007
Trustpilot
Launched
270,000 +
Business
reviewed
57M+
Reviews
7 office
40 +
nationalities
Alexa Ranking
Top 1% visited
sites in the world

11. €125 million Euros worth of
search-led conversions in the
Nordics alone in 2018.
Over 3000+ eCommerce Sites Across 40 Countries, 25 languages

12. Making it easy for retailers to deliver their customers
personalized shopping experiences – wherever they are.
2011
Nosto
founded
120
Employees
7
Global offices
+2,500
Retailers Use our
solutions
100+
countries

13. Let’s go on a customer journey

14. Customer journey flow
Getting to
the site
Google Search
& Shopping
On the site
Search
On the site
Personalization
On the site
Reviews

15. Getting the customer to the site
+11%
WITHOUT
REVIEWS
WITH
REVIEWS
Checking Google paid results
In SEM, your reviews are displayed with Google Seller Ratings extensions.

16. WITHOUT
RICH
SNIPPET
RICH
SNIPPET
+45%
Getting the customer to the site
Checking Google organic results
Using Rich Snippets in Google's organic search results, you can stand out in the
crowd, increase click-through rates and attract high-quality traffic to your website.

17. WITHOUT
REVIEWS
WITH
PRODUCT &
SERVICE
REVIEWS
Getting the customer to the site
Checking Google Shopping results
Using Rich Snippets in Google's organic search results, you can stand out in the
crowd, increase click-through rates and attract high-quality traffic to your website.

18. In the store – starting with site-search

19. Role of site search in a customer-centric
experience
● Truly understand your customers intent - leverage Natural
Language Processing
● Site-search is the prefered product finding strategy
● Mobile-centric approach

20. Benefits for retailers
• Users that complete a search are 3-5 times more likely to convert
• Opportunity to drive users through search
*Statistics taken from the OCO Glasses UK site.

21. Quick Win: Introduction of a JavaScript overlay
• Speeds up the user journey
concurrently
• No need to wait for a
page-load
• Delivers a superior customer
experience

22. Understanding who the customer is

23. Understanding who the customer is

24. Stockholm
First time visitor
● Live feed showcasing
what's hot and trending
based on geolocation.
Increase relevance with product recs

25. Returning visitor
Eton shirts
Male
● 1:1 personal product
recommendations
● Content catering toward men
Increase relevance with product recs

26. Prospect
Affinity for beds
New site visitor
Building profile

27. • Browsing history related recommendations
at the top of long category pages
• Enable a easy and quick discovery on a
page containing more than 200 products
Returning visitor
Tiger of Sweden
Mobile
Think mobile first

28. Create a seamless experience
• Offer a seamless discovery with related
products from the same category
working with price or margin filters for
up-sell.
• Use dynamic bundles to highlight
matching items

29. Klevu & Nosto: Toolstop customer example
Klevu Banner URL Redirect Nosto-Powered Category Page

30. Onsite: Search and Social proof

31. Onsite: Site recommendations and Social proof

32. Key benefits
#1 Reviews people check
before purchase
17% Conversion increase
31% Uplift on cart value
Source: Vendasta stats
Onsite: Checkout page and Social proof

33. Key takeaways to providing a
customer-centric journey
• Increase trust in search off site – incorporate reviews into your SEM strategy
• Search on site - connect the most relevant products to your customers
• Think about who the customer is and where they are in their journey – use data to
anticipate their needs and personalize the content you present accordingly for a
bigger basket and higher order value
• Use reviews to solidify the customer purchase decision and drive conversion

34. Questions?

35. Thank you!
WEBINAR