Download - eTail London 2013: Omni-channel shopping a personalisation strategy beyond traditional commerce
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Delight Your Omnichannel Shoppers With A Personalization Strategy Beyond Traditional Commerce
Elias Moubayed, Sales Director, Certona
David Salisbury, EU Content Manager of Online & Mobile Commerce, PUMA
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• Founded in 1948, PUMA is one of the world’s leading Sport Lifestyle companies that designs & develops footwear, apparel, and accessories. Distributes its products in 120+ countries.
• PUMA is committed to contributing to the world by supporting Creativity, Sustainability, and Peace
• It does this by staying true to the principles of being Fair, Honest, Positive, and Creative in decisions and actions
• Strong focus on providing & eliciting Joy from everyone
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• Founded in 2004, Certona is the leader for true omnichannel personalisation
• Serve 400+ sites worldwide that represent >$23 Billion in annual online revenue
• Recognised as a Top Personalisation Leader by the IR Top 500 Guide for 5 consecutive years: 2009 - 2013
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It’s all about the individual!
Personalise Anytime, Anywhere
Personalising the customer’s brand & shopping experience in real-time, across multiple touch points and channels increases customer lifetime value and loyalty
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Resonance PersonalizationPlatform
Real-Time Optimisation
Business Drivers & Best Practices
Merchandising Rules
Historical• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & Reviews
Catalog• Product Attributes• Content Attributes• Customer
Attributes
Real-Time• Current Session
Behavior• Site Context• Referring Site• Geo-Location• Time of Day
Multi-Algorithm Optimization
Targeted Content
Mobile
Contact Center
InStore
Web
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• Apparel
• Accessories
• Automotive Parts
• Toys
• Consumer Electronics
• DVD/Movies
• Furniture
• Gifts
• Grocery
• Nutrient Supplements
• Office Supplies
• Pets
• Sporting Goods
• Video Games
• Housewares
Client ExperienceWe have leaders across multiple retail categories:
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Client Experience
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PUMA And Certona Partnership• PUMA continues to expand globally
• We partner together to localise & personalise region specific shopping patterns
• UK, Germany, France, & Switzerland • Product grouping
• 5000 plus SKUs available• Story Telling is key to PUMA marketing
• Provide robust recommendation strategies• Adapted with rules to fine tune • Meet business goals and marketing needs
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Personalisation Locations: Puma.com
Product Detail PageHub Landing PageNo Search Page
Shopping Cart PagePurchase Confirmation
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Show me something similar and what others have co-viewed with this item…Story telling
Resources limited efficient method to display products
Example: Product Detail
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Improving the Customer Experience
• Website Additions:• Second Box On PDP Using Recently Viewed
• Make it easy to shop
• Recommendations Boxes For:• Add To Cart: Extend the shopping experience
• Quickview: Give recommendations with the details
• Home: Welcome back to the site
• Category (Currently Underway): Find the top most up to date items quickly
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The provision of a consistent, seamless personalised brand &
shopping experience across every customer touch point
What Is Omnichannel Personalisation?
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Search
Web Email Contact Centre
Mobile Store Social
The Omnichannel Journey
Landing Page
Browse Products
View Video
Remarketing Email
Call Contact Centre
MobileCheck-In
POS Purchase
Share on Facebook
Click Ad
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PUMA created a campaign focused on the 2012 London Summer Olympics that included:• Special Instagram &
Facebook Pages
• Olympic Themed Brand Emails
• A PUMA Brand Olympic Site & Landing Pages
• Olympic Themed Category & Product Detail Pages (PDPs)
Omnichannel Case Study: 2012 Olympics
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PUMA provided a catalog of special Olympic collections Focused on Product Detail and Category page recommendations
Certona created a custom personalization type for Olympic products
Consistent messaging from social media to email to site
Omnichannel Case Study: 2012 Olympics
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Results:22% Increase Revenue Per Recommendation compared to other strategies
17% Increase items per order 15% Overallresponder rate (consumers who interacted with recommendations)
80% Sell Out of Olympic gear
Omnichannel Case Study: 2012 Olympics
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Future Learnings and Considerations :• Prepare list to market
items as soon as possible• Coordinate messaging
across all sites to drive additional revenue
• Consider bias of specialised products across the site, instead of custom rec types
• Personalisation types of ‘Hot Sellers’ or ‘Trending’ could also drive results
Omnichannel Case Study: 2012 Olympics
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Average Annual Recommendation Demand* May 2012 – May 2013
Percentage of E-Commerce revenue attributed to Demand
Personalisation Success
RegionPercent Demand
From RecsEU 9.07%
Switzerland 12.95%Germany 11.24%
France 10.33%UK 9.02%
*These metrics have been determined by Certona
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Revenue Contribution (UK): Responders*Product Detail Page drives the highest revenue
KPIs are better than site averages
Personalisation Success
Metric Responders
Conversion Rate 2.34%Average Order Value £73.08 Items Per Order 2.31
*These metrics have been determined by Certona
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Keys To Success• Close working relationship with Certona Account
managers
• Quick access to support
• Clear and logical product catalogue data for flexible rule writing
• Bi-weekly review processes of rules and strategies
• Testing and Reviewing - the cycle is continuous
• Consideration of seasonality & release of collection
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Q & A
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Thank You!