2. Introduction
Who is dSide Technologies?
• Founded: 2012
• Headquarters: Wellesley, MA
• Clients:
− Real estate: Rutledge Properties
− Specialty foods: Rastelli Direct
− Technology recommendation tool: Sophelle (iPad app)
• Team:
− Leo Hermacinski, CEO
− Rod Kellogg, Founder & VP Product
− John Trustman, CTO
− Charles Bridge, CFO
− Mike Kinkead, VP Sales
− Brian Bolton, VP Marketing
− Nancy Muckle, VP Business Development
• Overriding business value: Client satisfaction
2
3. Introduction
What is dSide?
• Today’s eCommerce search starts with product specs…
• …dSide starts with the customer and his or her preferences and matches
products to these preferences
• Our technology enables a shopper to compare alternatives and easily make
product and price trade-offs based on what is uniquely important to them.
• dSide ranks across all attributes simultaneously so that no relevant choices are
missed.
• The net result:
− Customer owns the top ranked product alternatives
− A broader selection of results
− A more engaging, personalized experience
− Higher conversion rates
− Captured customer preferences available for retargeting
3
4. The Problem
Filters & keywords only work well when customers already know what they want
4
5. Customers early in their decision process think about their needs and
preferences, not about product specs
Need recognition
Form/ modify
product
needs and
preferences
Build set of
options
Compare
tradeoffs
Purchase
“I’d like to buy a used car”
“But I don’t want a car with a lot of
mileage on it”
“I’d prefer my dealer to be located
close to where I live”
“I do a lot of driving in the city so city
MPG is very important”
5
6. The dSide Decision Engine
dSide’s sliders make it easy for a customer to specify preferences
Looking for a used car
Some
filters are
needed…
…but most of the matches
are based on preferences
6
7. The Solution: The dSide Decision Engine
dSide’s approach enables shoppers to explore options and make trade-offs
based on their individual needs and preferences
Silver, 4 door, automatic
MPG 23/31 Moon roof, premium sound
17 photos
Jack Ness Automotive- 9 miles away
(312) 555-1212
Beige, 4 door, automatic
MPG 22/27 Moon roof, premium sound
15,012miles
Stock# H15947835
Free CARFAX report
17,517miles
Stock# GD6923F
21 photos
Duke Boys- 9 miles away
(563) 555-1212
Free CARFAX report
Brown, 4 door, automatic
MPG 21/30 Nav system
12 photos
17,634 miles
Stock# A682D
Smith Auto- 12 miles away
(520) 555-1212
Blue, 4 door, automatic
MPG 21/30
7 photos
Smith Auto- 21 miles away
(312) 555-1212
Free CARFAX report
15,711 miles
Stock# YT68923-3
Free CARFAX report
7
11. dSide’s Approach
Start with the customer, not the product
• Customers don’t speak “spec”- they talk about their needs and preferences
“I’d like a lightweight camera with
a big display”
“I need a high quality for both
stills and video, and I don’t mind
paying for a better performance”
“I want a camera with good performance
that has great optical zoom”
11
12. The dSide Decision Engine
Customers preferences give the best product choices, and trigger highly
relevant ads and retargeting promotions
“I’d like a lightweight camera with
a big display”
“I need a high quality for both
stills and video, and I don’t mind
paying for a better performance”
“I want a camera with good performance
that has great optical zoom”
Revealed preferences- in the midst of
the purchase decision- triggers highly
relevant ads and promotions
Users tell dSide what’s important to
them and see the most relevant
product based on their unique set of
preferences
12
17. The dSide Decision Engine
Choosing a mutual fund
Faceted product search starts with the specs…
… dSide starts with the client
17
18. The dSide Decision Engine
Customers walk a long path before current search tools become useful (but
never intuitive!)
Need recognition
Form product
needs and
preferences
Build set of
options
Compare
tradeoffs
Purchase
“I need a house in the million-five range with four
bedrooms. I really want spacious rooms, and would like a
larger lot.”
?
18
19. The dSide Decision Engine
Let customers explore options based on their high-level preferences
“I need a house in the million-five range with four bedrooms.
I really want spacious rooms, and would like a larger lot.”
Users tell dSide what’s important to them and see the
most relevant product based on their unique set of
preferences
19
20. The dSide Decision Engine
Preference-based search and decision making
“I need a house in the million-five range
with four bedrooms. I really want spacious
rooms, and would like a larger lot.”
“The kids are young, so being close
to school is really important. A
newer home would be nice”
“A house with more bedrooms for the
money is the most important thing to me,
and I’d like new construction. Close to
school would be a plus”
20
21. User Reaction:
On-line shoppers find the dSide Decision Engine compelling
91%
of people who tried dSide said searching on their
preferences is “useful” of “very useful”
70%
said the dSide results are “better” or “much better” than
existing ecommerce sites
82%
Source: dSide end-user survey
said they would use a site with dSide “more often” or
“much more often” than current ecommerce sites
21
22. Online, or In-store:
dSide gives a uniform search experience across channels
•
dSide is compelling in-store
− Give the customer more control of their product comparison and education
− Bring the richness of on-line product search into the store
− Give sales associates a clear view of the customer’s preferences
22
23. Product Roadmap --- dSide Marketing Engine
Captured customer preferences for remarketing
1. Customer shops for a camera based on her preferences…
3. dSide-enabled retailer adds a new model (or makes a
price change- or adds a manufacturer’s rebate). dSide
automatically evaluates all cameras against the
customer’s earlier revealed preferences…
2. But doesn’t complete check-out… for any one of many reasons.
4. Customer gets an alert showing the top cameras,
according to her preferences- she digs into the
details on the new camera… and buys.
23
24. The dSide Decision Engine Benefits
• Greater customer engagement
• Greater probability of accepting a less than perfect match since the
customer in control of making product feature and price trade-offs
• Higher conversion rate
• Customer preference data captured for future remarketing purposes
• Augments and works alongside existing eCommerce site search
alternatives
24
25. Implementation Steps and Time Required
Steps
1. Define dSide Decision Engine design elements (sliders and facets)
2. Assign content to design elements and identify sources for attributes and
images
3. Define initial state for dSide Decision Engine
4. Determine links from website to/from dSide
5. Define metrics to be collected and determine integration with current
performance measurements
6. Agree on high-level database maintenance process, roles, and responsibilities
Time Required for First Release
Two to three week implementation process for an A-B test
Pricing
25
27. dSide Contact Information
dSide contact info:
• http://dsidetechnologies.com
• Leo Hermacinski, CEO
• lhermacinski@dsidetech.com
• Mobile: 617.308.5645
• Mike Kinkead, VP Sales
• mkinkead@dsidetech.com
• Mobile: 617.901.1784
• Brian Bolton, VP Marketing
• bbolton@dsidetech.com
• Mobile: 617.818.8594
• Nancy Muckle, VP Business Development
• nmuckle@dsidetech.com
• Mobile: 781.258.9050
27
28. Some Questions…
…about how customers currently find a retailer’s products
Your
eCommerce
site
visitors
Site
Navigation
Filter
<5%
Keywords
28
29. The Solution
Let customers’ preferences surface the right products for them
Use dSide customer
preference matching here
Your
eCommerce
site
visitors
Site
Navigation
Filter
<5%
Keywords
29
30. dSide Applications
After consumer electronics, automobiles is the most desired dSide application
•
Question: Please tell us up to three other products or services you like to be able to search with dSide?
PC/ laptop/ tablets
Cell phones
Televisions
Autos
Other electronics
Appliances
1st choice
2nd
3rd
Apparel
Home goods
Hotels and travel
Books/ music/ movies
Apartments and homes
Colleges
Other
0
Source: dSide end-user survey
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