delight customers and guide path to purchase with ... customers and guide path to purchase with...

Delight Customers

and Guide Path to

Purchase with

Personalization

Andrea Ouargli, Mud Pie

Faith Albers, Whereoware

Andrea Ouargli

Ecommerce manager

Mud Pie

Faith Albers

Senior Marketing Manager

Whereoware

@FaithAlbers

Meet us

• Founded in 1988

• Award-winning manufacturer of innovatively designed + affordably priced gifts

• Based in Stone Mountain, Georgia

• Comprised of 3 divisions: Mud Pie Baby, Mud Pie Living, + Mud Pie Fashion

• Available in over 16,000 specialty retailers + department stores

• Both B2B + B2C e-commerce websites built on EPiServer

combining nerd smarts with style in every

design, development, + marketing project

A few of our clients

agenda

• Why Personalize

• What personalization looks like

• The Mud Pie case study

• Getting started with personalization

Why personalize

89% of companies expect to compete mostly on

the basis of customer experience by 2016

*Gartner

#ibmamplify

© 2015 IBM Corporation 10

But customer experience spans channels.

56% of all customer interactions happen

during a multi-event, multi-channel

journey.

*McKinsey & Company

74% of online consumers get frustrated with websites when

content has nothing to do with their interests.

*Janrain & Harris Interactive

40% of consumers buy more from retailers who personalize the

shopping experience across channels

*MyBuys

78% of consumers are more likely to be a repeat customer if a retailer

provides them with targeted personalized offers.

*Zendesk

BUT 94% of companies state having challenges related to

personalization.

*Experian

What personalization

looks like

#ibmamplify

© 2015 IBM Corporation

#ibmamplify

© 2015 IBM Corporation

1

HAT

$45.00 $27.00

#ibmamplify

© 2015 IBM Corporation

#ibmamplify

© 2015 IBM Corporation

Mud Pie case study

DECENT RESULTS

Year-over-year, we saw:

• 12-15% revenue growth

• Slight increase in conversion rate

• 28% increase in visits

Problem – one way personalization

What is it: an accelerator package built on top of EPiServer

Who is it for: Mid-market solution

Why do you care: personalized, on-brand, feature-rich

EPiServer e-commerce websites delivered more efficiently

SOLUTION – SITE GOES LIVE FASTER WITH LESS RISK

The Customer

Perspective: a Mud Pie

case study

Busy Mom

Interested in baby

products

The Marketer Journey:

a Mud Pie case study

meet Cindy

• busy marketer

• Responsible for all digital

marketing: website

merchandising, content,

email, etc.

• Needs to respond to

trends on the fly

THE MARKETER JOURNEY

Save up to 60% for Shark Week at Mud Pie. Sink Your

Teeth into the Deal Today!

Omni channel personalization faster

results

56% increase in e-commerce conversion rate

130% increase in number of transactions

120% increase in revenue

508% increase in mobile revenue

Getting started with

personalization

Develop personas

WHAT IS A PERSONA?

Fictional representations of large or important segments of your customers

HOW MANY PERSONAS SHOULD YOU CREATE?

3-5

HOW DO YOU DEVELOP PERSONAS?

• qualitative + quantitative data

• build out the persona details

• find ways to identify these personas across channels

female

25

United States

Stay at home mom

love and affection, fashion

utility, convenience, economy

Partner, friends

Liz

Develop personas

Define how to identify each persona

Ways to identify personas

Ways to identify personas

Identify where to add personalization

Discovery Research Conversion Post-Sale

Make Liz aware of

Mud Pie

Prove product

quality, show

convenience

Incentivize first

order

Reorder + customer

loyalty

Liz

1. female

2. 25 years-old

3. Has a baby on the way

Show baby products on

home pageShow welcome coupon on

header

Welcome emailServe up blog post on

construction of products

Connect the dots

Key takeaways

• Focus on the customer experience

• Start small

• Define personas

• Personalize across channels to boost brand satisfaction + loyalty

• Avoid analysis paralysis

questions

Andrea Ouargli

Ecommerce Manager, Mud Pie

awetherington@mud-pie.com

Faith Albers

Senior Marketing Manager, Whereoware

falbers@Whereoware.com

@FaithAlbers

www.mud-pie.com

@MudPieGift

www.facebook.com/MudPieGift

www.whereoware.com

@Whereoware

www.facebook.com/whereoware