Martin Banda, Amazon Web Services (AWS) Solutions Architect, on Emphasising Personalization and Customer Journey Mapping in Digital Retail, at this year's edition of Digital Retail Africa. #DRA2024 #DigitalRetailAfrica #RetailSolutions #PersonalizedShopping #CustomerInsights #CustomerBehaviour #CustomerJourney #RetailInsights #Ecommerce

1. © 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Emphasising Personalization and
Customer Journey Mapping in Digital
Retail
Martin Banda
AWS Solutions Architect

2. © 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Breaking through to
consumers requires
personalized user
experiences
Source: “The value of getting personalization right—or wrong—is multiplying”, McKinsey
76% of consumers are more
likely to consider purchasing
from brands that personalize
Organizations that implement
personalization realize a 10-15%
lift in revenue
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Every
touchpoint
is personal
New in veterinary diets
Pet lovers also bought
1 2 3
Premium
dog food
Dog
beds
Chew
toys
Photos & order
of sections
Item ranking
Categories &
order of content
Promotions
3

4. © 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
4
Building
personalization
from the ground
up is challenging
Complex systems are required to deliver versatile
editorial controls and robust scaling capabilities
In-house solutions can increase time to market
and delay return on investment
Building and managing a personalization system at
scale can come with a high total cost of ownership
A limited workforce with the required skill set and
machine learning experience poses long-term risks

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Personalization is in our DNA
5
25 years of learning and innovating
Then
Amazon’s first recommendation
feature launched in 1998
Delivering sophisticated, unique experiences
to customers across industries, geographies,
channels, and devices using machine learning
Now

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Amazon Personalize use cases
Solutions we offer today
Personalized ranking
User segmentation
User personalization
Related items
Popular items
Trending now
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7. © 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Accelerate time to market
7
Recommenders optimized for Retail
Best sellers
Most viewed
Recommended for you
Customers who viewed X also viewed
Frequently bought together
Most viewed
Best sellers

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Target customers more accurately with
intelligent segmentation
Action Movie Fans
Traditionally, user segmentation relied on
manually curated business rules to make
assumptions about user intent, sorting them
into pre-defined, one-size-fits-all audiences
Amazon Personalize segments users based on
their affinity for a given item or item attribute
This leads to cross-sell and upsell opportunities,
and greater ROI for marketing efforts.
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9. © 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Business rules and metrics optimization
9
Include
Amazon Personalize finds relevant items to
recommend based on a rule that says 50%
of carousel must must be from a particular
brand.
Top picks for you:
Promotion Example
Fill carousel with 40% new arrivals
Show items rated over 4 stars by users
Show food from a specific vendor
Promote at least 2 items <R100
Gain explicit control over your recommendations
Promotion Promotion

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Recommend items quickly gaining popularity
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With Trending-Now, you can
surface items from your catalog
that are rising in popularity faster
than other items, such as a
trending travel destination or an
exclusive pair of shoes.
Amazon Personalize looks for
items that are rising in popularity
at a faster rate than other catalog
items and highlights them to users
to provide an engaging
experience.
Trending Now

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Impact Measurement
11
Amazon Personalize allows you to:
• Understand how recommendations
impact business objectives
• Measure the impact of events (page
view, video start, click, add to cart,
purchase, etc.)
• Monitor and analyze recommendation
performance results in your
CloudWatch account
Measure with ease

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Next Best Action
De-clutter marketing communication to be focused
Discover actions that have the highest likelihood of
engaging your individual users
Recommend the right action to the right user proactively
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Amazon Personalize
Personalized Chatbots
Individualized
AI-Generated Marketing Content
Tailored Conversational Search
Generative AI makes it possible to interact with
users in compelling ways…
…Personalize elevates the experience to fit users preferences
Generative AI
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Generative AI capabilities
Amazon Personalize
Content Generator
Generative AI integrations
“Managed” capability to improve content
discovery, product promotion, and marketing
outcomes
“Build your own” generative AI solutions by
easily plugging Amazon Personalize into LLM
frameworks
Transform customer experience with Personalize + Generative AI
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Retail Use Cases by Solution Area
15
MERCHANDISING
& PLANNING
DIGITAL
COMMERCE
IT AND CORE
APPLICATIONS
ADVANCED
DATA INSIGHTS
INTELLIGENT
SUPPLY CHAIN
SMART
STORES
CUSTOMER
ENGAGEMENT
Freight Tracking
Tracking of vessels
through scraping public
vessel / freight locations
and associate it with
ordered freight to gain
real time visibility of
goods.
Data Analysis and
Insights
Consume large amounts
of data like sales,
returns, or product
reviews to summarize
trends.
Content Creation
Generate SEO-
optimized copy for
landing pages, blogs,
and social media posts.
Generate product
images or models
without having to use
photography.
Product Design
Generate product ideas
based on market trends.
Product
Recommendation
Use natural language
to narrow products
down to what the
customer is specifically
looking for.
ChatBots
Use more natural
conversation to
communicate with
customer service or voice
commerce.
Product
Descriptions
Automate the
generation of product
categories and
descriptions.
Faster Software
Development
Use tools to generate
code, find bugs, and test
software. Increase
engineering productivity.
Employee
Experience
Provide training, tasks,
and information to
associates using natural
language.
Automatic
Translation
Translate copy to reach
a larger audience via
multiple languages.

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ü Improve open rates with compelling
subject lines
ü Increase engagement
>30% of outbound marketing content
will be AI-generated by 2025. Create
endless variations of outbound messages
tailored to each user.
We thought you’d love these
48%
Open rate
26%
Open rate
A Toast to the Little Black Dress
Generative AI Use Case
Personalize Emails at Scale
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ü Convert support cases to sales
opportunities
ü Improve retention and LTV
Provide a concierge level of support by
personalizing responses in generative
AI-powered customer service
Profile Information
Personalized
Recommendations
Next Best Action
Generative AI Use Case
Personalized Customer Service
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Thank you!
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