Download - Keynote - Monetate European Summit 2014
![Page 1: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/1.jpg)
1
Office DepotThe Path to Personalisation
Jonathan NewmanVP, eCommerce & Marketing Operations
www.officedepot.euwww.viking.com
uk.linkedin.com/in/jonnewman@jon_newman
![Page 2: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/2.jpg)
2
Office Depot merged withOffice Max in 2013
Office Depot, Inc. has combined global annual sales of approximately
USD $17 billion
Office Depot, Inc. has more than 60,000 associates
The company serves consumers and businesses in 58 countries
More than 2,000 retail stores
Office Depot is a leading global provider of office products, services and solutions for every workplace
Online sales of $4.2 billion
![Page 3: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/3.jpg)
3
Two brands: Office Depot & Viking
We deliver > 250,000 parcelsevery day
Office Depot is active in 30European countries
We process > 85,000 orders per day
In Europe, Office Depot is the number one reseller of workplace
products and services
We hold two Royal Warrants granted by HM The Queen and HRH The Prince of Wales in the UK to recognition at the pan-European Supply Chain Distinction Awards
31 different websites
We send > 66.5 Million cataloguesper year
![Page 4: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/4.jpg)
4
![Page 5: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/5.jpg)
5
Our Online Evolution
![Page 6: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/6.jpg)
6
![Page 7: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/7.jpg)
7
1999
![Page 8: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/8.jpg)
8
1999
![Page 9: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/9.jpg)
9
1999 2000
![Page 10: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/10.jpg)
10
1999 2000
![Page 11: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/11.jpg)
11
1999 2000 2008
![Page 12: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/12.jpg)
12
1999 2000 2008
![Page 13: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/13.jpg)
13
1999 2000 2008 2012
![Page 14: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/14.jpg)
14
1999 2000 2012
![Page 15: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/15.jpg)
15
1999 2000 2008 2012 2014
![Page 16: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/16.jpg)
16
![Page 17: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/17.jpg)
17
eCommerce Strategy
![Page 18: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/18.jpg)
18
eCommerce Strategy
Digital-first foundation
![Page 19: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/19.jpg)
19
eCommerce Strategy
Customer-needs driven
Digital-first foundation
![Page 20: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/20.jpg)
20
eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
![Page 21: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/21.jpg)
21
eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
End-to-end business processes
![Page 22: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/22.jpg)
22
eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
End-to-end business processes
Actionablebusiness insights
![Page 23: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/23.jpg)
23
About Personalisation
![Page 24: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/24.jpg)
24
We successfully personalise offline
Increase in response rate +21%
![Page 25: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/25.jpg)
25
We successfully personalise in email
Open rate +60%Click rate +60%Sales +327%
![Page 26: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/26.jpg)
26
But we’ve struggled to personalise online…
![Page 27: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/27.jpg)
27
Our architecture & tools have created many challenges…
• Slow, complex development processes
• Changes require IT development
• Limited personalisation capabilities
• Inconsistent experience across channels & markets
• Limited online campaign testing capabilities
• Investment focused on a new platform
![Page 28: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/28.jpg)
28
How are we addressing this problem?
DNA
Strategy
Limits
• Personalisation is in ourDNA.
• Successful in email & offline channels.
Our history & strategy demands a solution…
• An omni-channel sales& marketing strategy
• Personalized approach to servicing customers
• Limitations in current online& onsite tools
• Augment these limitations& support rapid innovation
Monetate has augmented our legacy capabilities and enabled our online personalisation strategy
• Business focused interface
• Easily segment & target• Users can quickly test / build /
repurpose / edit assets
• Quickly test & deploy code
• Identify successes & guide eCommerce platform
…we have partnered with Monetate
![Page 29: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/29.jpg)
29
Our journey with Monetate
Initial Proof of Concept Pilot
• Start January 2014
• 3 months
• Innovate, Learn, Iterate
• Prove results: 15 x ROI
• Deliver best practice
![Page 30: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/30.jpg)
30
Revenue per session+ 2%
Pilot campaigns
screen sizes services
devices
geo targetting
AOV+ £6.22
New visitor conversion
+ 19%
Revenue per session+ 22%
![Page 31: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/31.jpg)
31
Roll-out
• Singular governance & execution
• Proven campaigns deployed
• Benefit from best practice
• Immediate value added
• Current scope: 15 European Viking Direct sites
• Current output: 577 campaigns
• Current target: 15*ROI on track
![Page 32: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/32.jpg)
32
✔ Be open for the mindset change, personalization is about customer stories and the customer journey
✗Don’t work in a vacuum…. ✔ Involve all stakeholders
✔ Create multi disciplined teams that each have a clear scope
✔ Build a pipeline per team
✗Don’t limit thinking to banners & ad placements
✔ Define targets per team & KPIs per campaign
✔ Integrate Monetate reporting with internal reporting
✗Don’t invest too much time in campaigns attracting too few sessions
✗Don’t try to get too detailed before you start
✔ Fail fast, fail forward
Some Lessons Learned
![Page 33: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/33.jpg)
33
Online Drivers User Experience
Customer
JourneyMobile TabletEmail SEO/SEA Affiliate
Customer Segments
ISS Online TAM
Poor Performi
ng Segment
s
Product Campaigns
Multi Disciplined Teams
Merchan-dising
Campaign
Calendar
Replenish-ment
![Page 34: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/34.jpg)
34
SubjectMatterExpert
CampaignManager
eCommerceOperations
Business Intelligence
Roles within each Multi Disciplined Team:
![Page 35: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/35.jpg)
35
Project or Dept title
What’s next?
![Page 36: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/36.jpg)
36
Brilliant Execution of a Customer-Centred, Omni-Channel and Insight-Driven Experience across all Touch Points & Channels
• Personalised, relevant & timely experiences
• Integrated cross-channel marketing decision making & management
• Increased quality and volume of campaigns
• Performance driven
• Rapid innovation & iteration
• Adaptive
• Increased resource specialisation in personalisation strategies & tools
• A suite of capabilities
• Embedded in our future platform
• Cross-channel usage of Monetate
• Further integration of historical, behavioral & merchandising data
• Detailed & accurate campaign performance tracking
![Page 37: Keynote - Monetate European Summit 2014](https://reader036.vdocument.in/reader036/viewer/2022062523/587cde0a1a28abff0b8b626b/html5/thumbnails/37.jpg)
37
Thank youJonathan Newman
VP, eCommerce & Marketing Operations
www.officedepot.euwww.viking.com
uk.linkedin.com/in/jonnewman@jon_newman