1. 1. Case-Study: Omni-Channel personalization EDAYS INTERNATIONAL E-COMMERCE CONFERENCE M O S C O W , J U N E 4 - 5 , 2 0 1 5 Nikolay Khlebinsky, CEO Retail Rocket
2. 2. About Retail Rocket + Website personalization 10+ personalization scenarios to make Amazon-like product recommendations. 10% to 50% revenue growth (based on our A/B tests of our clients). Easy to implement & use (pretty much like Google Analytics). + Email personalization Personalize your regular newsletters. Fully automated trigger emails with personalized offers. Average ecommerce conversion rate for our emails >10% (!). Pay only for results (CPO or Revenue Share). Free exit intent acquisition solution. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 2
3. 3. What is Omni-Channel? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 3
4. 4. What is Omni-Channel? Customer can choose the most suitable channel of buying and interact not with a offline shop, but with the brand: doesnt matter what sales channel he came through the same prices, special offers and products are available. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 4
5. 5. What are the problems of single&multi channel approach? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 5
6. 6. What are the single channel approach problems? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 6 Offline retail customers flow away to competitors online shops. Ecommerce revenue is small compared to offline retail. Low retention rate (repeat customers generate a lot of business). 8% 41% Average repeat customers share Average revenue share from them
7. 7. How to solve those problems? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 7
8. 8. How to solve those problems? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 8 1. Have a great service. 2. Invest in your brand. 3. Use rewards and loyalty programs. 4. Constantly communicate with your customers.
9. 9. How to solve those problems? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 9 1. Have a great service. 2. Invest in your brand. 3. Use rewards and loyalty programs. 4. Constantly communicate with your customers. There are a lot of books about this And almost nothing about this
10. 10. Case-Study: Omni-Channel personalization in Korablik E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 10
11. 11. Case-Study: Omni-Channel personalization in Korablik E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 11 The reason to implement personalization in stores business is that more than 60% of offline orders were made with loyalty cards, and it makes possible to connect user's online account with his interests in offline. After making an order the client may receive an e-mail that contains: Personal recommendations. Associated goods to order items. Commit forecast of the next most likely purchase. Latest items from the user's most interesting categories.
12. 12. Case-Study: Omni-Channel personalization in Korablik E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 12 About 10-20% of offline clients are coming to the website, 17% of those visit the website for the first time (according to Google Analytics) and instantly convert to orders with a rate of 1,3% (last-click attribution). Overall post-click conversion rate is about 5%. By sending personal recommendations in emails we create repeat business.
13. 13. Lets keep in touch! Questions? Email: nh@retailrocket.ru www.retailrocket.ru facebook.com/retailrocket.ru E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E M O S C O W , J U N E 4 - 5 , 2 0 1 5 13