In this presentation we address the following: - How to drive increased engagement and conversions via intelligent testing, optimization and personalization - Keeping ahead of evolving consumer expectations - Differentiating your business in a crowded marketplace with personalization strategies - How to optimize the user experience for increased customer loyalty - Tips for creating seamless cross-channel shopping experiences

1. Personalization Tips
That Will Make Your
Business More Money
Cara Harshman
Personalization
Specialist
Aubrie Pagano
Co-founder and CEO,
Bow & Drape

2. Topics for today:
- What is personalization?
- Why is personalization important?
- How are retailers personalizing?
- What are the benefits?
- What does the future hold?

3. Q: What is personalization?

4. Q: What is personalization?

5. Q: What is personalization?

6. Product
recommendations
Marketing campaign
segmentation
On-site
behavioral
cohorts
Totally 1:1 cross-
channel
experience
Q: What is personalization?

7. Product
recommendations
Marketing campaign
segmentation
On-site
behavioral
cohorts
Totally 1:1 cross-
channel
experience
Q: What is personalization?
A: Personalization is a spectrum that spans marketing
channels, on/off site experiences, even product strategy.

8. Personalization at Bow & Drape
The “101” Level
- Track customer click path
- Use home grown
recommendation engines or
productized offering
- Offer product recommendations
EXAMPLE: Product Quiz

9. Personalization at Bow & Drape
The “201” Level
- Track cookies
- Track click path + LPs
- Segment into cohorts
- Market and remarket via
owned and paid channels
EXAMPLE: Bridal segmentation

10. Personalization at Bow & Drape
The “301” Level
- Allow customized product
- Provide SMS and chat bot
service
- Provide surprise gifts in
packaging
EXAMPLE: Configurator

11. Q: Why is personalization
important?

13. You can’t be everything to everyone.
Personalizing allows you to be niche.

14. Online shopping has
become a commodity.
Personalization helps
you stand out from the
crowd.

15. Q: How are retailers
personalizing?

16. How to personalize
1. Identify your most valuable
cohorts/audiences
WHO

17. How to personalize
1. Identify your most valuable
cohorts/audiences
2. Brainstorm unique experiences
for those cohorts
WHO
WHAT

18. How to personalize
1. Identify your most valuable
cohorts/audiences
2. Brainstorm unique experiences
for those cohorts
3. Test those experiences on the
cohorts and measure their
performance
WHO
WHAT
HOW DOES IT
PERFORM

19. Behind the Scenes at
Bow & Drape
- Personalized recommendations
- Personalized cohorts and
remarketing
- Personalized content
- ROI: 2.5-5x

20. Q: What are the benefits of
personalization?

21. Q: What are the benefits of
personalization?
★Loyalty
★Conversion
★Stickiness
★Engagement

22. Brooks Running

23. Brooks Running
Cohort: Indecisive Shoppers who put
two of the same shoe, ½ size apart

24. Brooks Running
Cohort: Indecisive Shoppers who put
two of the same shoe, ½ size apart
Experience: Show a pop up with an
offer to speak with customer service
about sizing questions

25. Brooks Running
Cohort: Indecisive Shoppers who put
two of the same shoe, ½ size apart
Experience: Show a pop up with an
offer to speak with customer service
about sizing questions
Impact: 80% decrease in returns for
cohort and 27% increase in
conversion rate

26. Benefits of
Personalization for
Bow & Drape
- Personalization leads to
higher ROI and NPS
- NPS over 60%
- Open rates on segments
>20%
- ROI up to 5X
EXAMPLES: bridal, pet,
sweepstakes

27. Q: What does the
future hold?

28. Q: What does the
future hold?
Source: Ericsson

29. 5 Takeaways

30. 1.
Personalization is
iterative and always
changing

31. 2.
Brands can win with
connection to the
consumer that’s not
driven on commodity
or convenience sales.

32. 3.
Personalization is
possible with a small
team, especially if you
use an out-of-the-box
tool.

33. 4.
Personalization is a
spectrum. You don’t
have to reach 100%
right away.

34. 5.
Data science is more
and more becoming
an integral part of
digital commerce.

35. Thank you! Questions?
Cara Harshman
@caraharshman
Aubrie Pagano
@aubriepagano