Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Deep Dive 3: Advanced personalization: The secret weapon of ecommerce strategists

213 Aufrufe

Veröffentlicht am

NRF NXT 2019
July 23, 2019
Miche Dwenger, Sr. Director, eCommerce Experience, Dick’s Sporting Goods

Veröffentlicht in: Einzelhandel
  • Als Erste(r) kommentieren

Deep Dive 3: Advanced personalization: The secret weapon of ecommerce strategists

  1. 1. Presenter: Miche Dwenger Sr. Director eCommerce Experience | Dick’s Sporting Goods SESSION : Advanced personalization: The secret weapon of ecommerce strategists
  2. 2. Today’s Speaker Senior Director of eCommerce Experience for Dick’s Sporting Goods Over 20 years of specialty retail experience for both brick and mortar and e-commerce Expert in e-commerce, specifically site merchandising, web analytics, site navigation and customer experience Successful track record for building and growing young businesses Focus on being awesome!
  3. 3. Dick’s Sporting GoodsFounded in 1948 Over 850 stores 30,000 employees Launched eCommerce in 2008 Currently operates 4 sites (dicks.com, golfgalaxy.com, shopfieldandstream.com, calia.com) Consistent double digit YOY Growth Personalization kick-off in 2013
  4. 4. Personalization GoalsData driven automation Focus on regional relevancy Enhance product discovery and findability Personalization with merchandising flexibility Customer experience strategy testing Increase cross-sell and upsell opportunities Increase engagement and conversion
  5. 5. TAKING PERSONALIZATION TO THE NEXT LEVEL
  6. 6. CONVERGENCE OF ONLINE & OFFLINE • Meet expectations of a seamless omnichannel experience • Create a 360-degree view of the customer for increased relevancy • Adopt a customer-centric approach connecting channels to build stronger relationships • Shoppers online behaviors are driving change • New expectations for the customer experience • Brands competing on customer experience MARKET DRIVERS SUPPORTING ORGANIZATIONAL GOALS • Digital strategies aligned to drive growth • Leveraging digital channels to drive more revenue for stores • Personalization as a strategy to reduce costs while increasing revenue, customer satisfaction, loyalty & advocacy
  7. 7. DATA IS THE FUEL FOR ADVANCED PERSONALIZATION
  8. 8. There’s data… DEVICE & TECHNOGRAPHICS CONTENT METADATA PRODUCT METADATA COLLABORATIVE BEHAVIOR SEARCHES INVENTORY GEOGRAPHY WEATHER TIME OF DAY OFFLINE & POS TRANSACTIONS PRODUCT & GIFT FINDER ANSWERS PREFERENCES, SEGMENTS, CRM & 3RD PARTY DATA CURRENT SESSION BEHAVIOR PAST BEHAVIOR CURRENT PRODUCT LIFETIME VALUE / RFM DIGITAL TRANSACTIONS CURRENT CONTENT
  9. 9. Digital Purchase Offline Purchase Cart Add Cart View Cart Remove Registry Add Registry View Registry Remove Wishlist Add Wishlist View Wishlist Remove Favorable Ratings Neutral Ratings Unfavorable Ratings Favorite Unfavorite Bookmark Social Click Product View Asset View Category View Brand View Product Metadata Content Metadata Search Listings View Visual Search Suggestions Product Finder Start Product Finder Completion Product Finder Answer Gift Finder Start Gift Finder Completion Gift Finder Answers Category Listing View First Visit Date Last Visit Date Number of Visits First Order Date Last Order Date Number of Orders Number Visits since Last Order Average Order Value Lifetime Value Loyalty Tier Preference Data CRM Time Zone UTC Date Time Month of Year Day of Month Day of Week Hour of Day Country Region Metro Code City Postal Code Area Code Latitude/Longitude Local Store Current Weather 3 Day Weather 7 Day Weather Weather Condition Temperature High Temperature Low Rainfall Snowfall Wind speed Weather Alerts Device Type Browser Name Browser Vendor Browser Version Then there’s data on steroids
  10. 10. Using AI to Deliver Advanced Personalization Use data to deepen customer profiling by understanding words, speech, images and context Explain, guide, prioritize and recommend what the next best action Predict Deliver unique personalized experiences at scale Respond Continuous Learning Understand Get smarter with every customer interaction
  11. 11. Criteria Selecting the Right Solution AI-powered omnichannel personalization platform Solutions that automate the data and logic #1 Able to leverage AI, but flexible to allow manual influence #2 Personalize logic for business requirements #3 Platform agnostic #4
  12. 12. ADVANCED PERSONALIZATION TACTICS DRIVING RESULTS
  13. 13. True Omnichannel Experience Web Native App Email Connecting data to deliver a consistent experience Same company promotion with individually tailored recommendations Includes in-store behaviors for ultimate omnichannel consistency
  14. 14. Guided Discovery Through Gamification Engage shoppers with interactive quiz to help them find the most relevant items Surface relevant products and help build unique customer profiles to use in the future Enhances search, and adds a fun and interactive layer to the personalized experience
  15. 15. Connecting Online & O Support BOPIS upsells to each individual store location Recommendations based on product availability to each shoppers desired location Deliver BOPIS upsells across web, mobile, or email touchpoints
  16. 16. Recommended For You Ability to leverage multiple data sets to power various personalization strategies Recommendations based on real-time behaviors and intent plus contextual information and historical data Drives customer loyalty and return visits, improves engagement, promotes cross-sell opportunities
  17. 17. Regional Relevancy Understand customer regional trends to target and promote geo-specific content, offers and promotions Recommendations based on product availability to each shoppers desired location Better use of data for a seamless customer experience Peak Football Markets Peak Back-to-School Markets
  18. 18. Empowering Sales Associates Revamped in-store associate application to now include cross-channel data for real-time suggestions Recommendations based on product availability to each shoppers desired location Enable store associated to access a rich customer profile including personal preferences and past purchases
  19. 19. Personalized Paid Listing Ad Landing Pages Leverages referring data source to trigger personalized product landing pages Delivers a relevant sort of similar products based on shoppers’ interactions with a product listing advertisement (PLA) Reduces bounce rates, improves engagement and drives conversions Under armour t-shirt
  20. 20. LESSONS LEARNED
  21. 21. Gotcha’s & Lessons Learned Test, and test again #1 Understand what data you have & how it could affect the customer experience #2 Be consistent across all channels – don’t just focus on one, think big picture #3 Lack of understanding from the organization as to what and why things are being done #4
  22. 22. PERSONALIZATION SUCCESS
  23. 23. Takeaways & Success APPROACH PERSONALIZATION STRATEGICALLY & HOLISTICALLY ACROSS ALL CHANNELS AND TOUCHPOINTS AIM TO PERSONALIZE THE ENTIRE CUSTOMER JOURNEY GOOD PERSONALIZATION IS IMPOSSIBLE WITHOUT GOOD CUSTOMER DATA IMPLEMENT PERSONALIZATION IN PHASES…WALK BEFORE YOU RUN AND DO NOT TRY TO BOIL THE OCEAN! 73% INCREASE IN ITEMS PER ORDER (Mobile) 124 % INCREASE IN SHOPPER CONVERSION RATES (Web) 20% INCREASE IN AVERAGE ORDER VALUE (Web) $37MREVENUE FROM RECOMMENDATIONS (Web) *metrics are based on shoppers who engaged with recommendations
  24. 24. Deep Dive Topics What type of personalization testing and optimization should be done? How often? Why implement automation and still include manual influences? What is incurmentality vs. distraction, and why is it important to understand both?
  25. 25. Thank You

×