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Exceeding Customer 

Expectations with Personalization
- THE KEY TO
INCREASING CLTV
Jan Soerensen

Head of Customer Succes...
Nosto is a Magento Gold Technology
Partner providing ecommerce
professionals a complete
personalization solution.
nosto.co...
“Mission
A little bit about Nosto
Making it easy for retailers to deliver 

their customers personalized shopping
experien...
SOME OF OUR
CLIENTS
Ecommerce professionals 

aren’t adapting fast enough 

to customer expectations.
The traditional ecommerce 

conversion funnel
of marketing budgets
are spent on acquiring
new traffic
90%
The inverted ecommerce
conversion funnel
3%
Shift your focus to the 







that are driving your revenue
3%
Shift your focus to the 







that are driving your revenue
Shift your focus
Shift your focus
3%
Shift your focus to the 







that are driving your revenue
The question is:

Are you using it to increase CLTV?
In today’s webinar you will learn…
The true power behind 

personalization

Why personalization is a holistic long-
term s...
Agenda
1. Evolved Customer Expectations

‣ Why and how do ecommerce
professionals need to adapt?
2. A Proven Solution: Per...
Evolved Customer Expectations
‣ Why and how do ecommerce professionals need to adapt?
Purchase pathways can be
extremely complex
We live in a super-connected
multi-device world, driven by
mobile devices…
of people accessing the
Internet globally use m...
Customers don’t
think about channels
42%
43%
20%
Research online, purchase
offline
Check prices online while
in store
Of o...
43%
44%
71%
Would be encouraged to make
a purchase after seeing
an item on social media
Feel social media is a good
source...
Personalization is not fully 

understood by those who would 

benefit most from using it.
A proven solution: Personalization
‣ Why and how does it work?
Personalization is
becoming expected,
at all touchpoints
43%
42%
42%
Choice was influenced by
personalized recommendations...
OTHER
CHANNELS
CS / CRM / ERP / ESP
SOCIAL
MEDIA
FB / PINTEREST / TWITTER
ONLINE STORE
SEARCH ENGINES
BRICK & MORTAR
3rd P...
OTHER
CHANNELS
CS / CRM / ERP / ESP
SOCIAL
MEDIA
FB / PINTEREST / TWITTER
ONLINE STORE
SEARCH ENGINES
BRICK & MORTAR
3rd P...
Exceeding Customer Expectations
‣ Using the ACRO model to increase CLTV
‣ Best Practice examples
The ACRO model
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Attract
‣ Display prospecting Facebook ad campaigns to a
predefined demographic based on interests that
match that of your...
Eton
‣ Display best sellers to
prospects. As the items with
the highest proven conversion
rate these are the ones most
lik...
The ACRO model
‣ Prospecting Facebook ads
Attract
Drive qualified traffic to
your store.
Convert
Inspire visitors with
hig...
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behav...
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user behav...
Zalando
‣ Visually enticing

‣ Fully personalized based on the
individual customer’s tastes

‣ Self learning; it places mo...
Eton
‣ Mastering the art of cross-selling

‣ Offering brick-and-mortar level
customer service

‣ Offering both alternative...
How?
Convert
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their uniq...
Yumi Kim
‣ Displaying personal 

re-engagement ads to cut
through the noise

‣ Places more weight on items that
have been ...
How?
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user ...
Geggamoja
‣ Increases the likelihood of a
purchase by offering a time-
limited discount

‣ Delights new customers

‣ Allow...
How?
‣ Display onsite Product Recommendations to guide customers to
the most relevant products based on their unique user ...
Golf Discount
‣ Sends out a personalized
newsletter ensuring each
recipient is met with the most
relevant items. 

‣ Promo...
Produce loyal
customers and inspire
repeat (return) visits
to your store.

Retain
‣ Order follow-up email
‣ Abandoned cart...
How?
‣ Set up automatic follow-up emails which include items
relevant to those items previously purchased
‣ Allow customer...
How?
‣ Set up automatic follow-up emails which include items
related and relevant to items previously purchased
‣ Allow cu...
Melvin & Hamilton
‣ Offers a convenient way back to
the online store

‣ Reminds customers of interesting
items left in the...
Retain
How?
‣ Set up automatic follow-up emails which include items
related and relevant to items previously purchased
‣ A...
Melvin & Hamilton
‣ Reach back out to customers if
they haven’t been online in 90
days

‣ Offer items the customer has
sho...
Produce loyal
customers and inspire
repeat (return) visits
to your store.

Retain
‣ Order follow-up email
‣ Abandoned cart...
How?
‣ Continuously analyse your KPIs
‣ Conduct split tests
‣ Use in-depth analytics and reporting tools
to improve your p...
Produce loyal
customers and inspire
repeat (return) visits
to your store.

Retain
‣ Order follow-up email
‣ Abandoned cart...
Congrats! You should now
Understand the power behind 

personalization

Understand why personalization is a
holistic long-...
Nosto is a Magento Gold Technology
Partner providing ecommerce
professionals a complete
personalization solution.
nosto.co...
Q&A
Thank you!
Jan Soerensen
jan.soerensen@nosto.com
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV
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Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV

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Customer expectations are consistently rising and a personalized ecommerce experience is at the top of the list. Personalization has gone from an optional extra to being a key component of what it means to be driving a successful ecommerce businesses. But dipping your toe isn’t enough - shoppers want a tailored experience at every touch point.

See the webinar slides to learn to:
- Understand the power behind personalization
- Implement and utilise the ACRO model
- Generate an effective return on your marketing spend
- Exceed customer expectations and increase your CLTV

In this webinar Nosto’s Head of Customer Success Jan Soerensen also ran through real-life examples and tried and tested recommendations on how you can exceed customer expectations with personalization to increase CLTV.

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Exceeding Customer 
Expectations with Personalization - They Key to increasing CLV

  1. 1. Exceeding Customer 
 Expectations with Personalization - THE KEY TO INCREASING CLTV Jan Soerensen
 Head of Customer Success at Nosto
  2. 2. Nosto is a Magento Gold Technology Partner providing ecommerce professionals a complete personalization solution. nosto.com I sales@nosto.com
  3. 3. “Mission A little bit about Nosto Making it easy for retailers to deliver 
 their customers personalized shopping experiences, wherever they are. 2011founded 15K+retailers 60team 5offices Founded originally by retailers Nosto has developed into a complete personalization solution. Today trusted by over 15,000 retailers in over 150 countries A Team of 60 people with 
 20+ nationalities Offices in New York, London, Stockholm, Berlin and Helsinki
  4. 4. SOME OF OUR CLIENTS
  5. 5. Ecommerce professionals 
 aren’t adapting fast enough 
 to customer expectations.
  6. 6. The traditional ecommerce 
 conversion funnel of marketing budgets are spent on acquiring new traffic 90%
  7. 7. The inverted ecommerce conversion funnel 3% Shift your focus to the 
 
 
 
 that are driving your revenue
  8. 8. 3% Shift your focus to the 
 
 
 
 that are driving your revenue Shift your focus
  9. 9. Shift your focus 3% Shift your focus to the 
 
 
 
 that are driving your revenue
  10. 10. The question is:
 Are you using it to increase CLTV?
  11. 11. In today’s webinar you will learn… The true power behind 
 personalization
 Why personalization is a holistic long- term strategy, necessary to drive a successful ecommerce business
 To use personalization to attract, convert and retain ideal customers to generate an effective return on your marketing spend
 To exceed customer expectations 
 and increase your CLTV
  12. 12. Agenda 1. Evolved Customer Expectations
 ‣ Why and how do ecommerce professionals need to adapt? 2. A Proven Solution: Personalization ‣ Why and how does it work? 3. Exceeding Customer Expectations ‣ Using the ACRO model to 
 increase CLTV • Attract • Convert • Retain • Optimize ‣ Best Practice examples
 4. Q&A
  13. 13. Evolved Customer Expectations ‣ Why and how do ecommerce professionals need to adapt?
  14. 14. Purchase pathways can be extremely complex
  15. 15. We live in a super-connected multi-device world, driven by mobile devices… of people accessing the Internet globally use more than one device 70%
  16. 16. Customers don’t think about channels 42% 43% 20% Research online, purchase offline Check prices online while in store Of online purchases are picked up in store
  17. 17. 43% 44% 71% Would be encouraged to make a purchase after seeing an item on social media Feel social media is a good source for product reviews and recommendations Read peer reviews and recommendations Customers don’t think about channels 42% 43% 20% Research online, purchase offline Check prices online while in store Of online purchases are picked up in store
  18. 18. Personalization is not fully 
 understood by those who would 
 benefit most from using it.
  19. 19. A proven solution: Personalization ‣ Why and how does it work?
  20. 20. Personalization is becoming expected, at all touchpoints 43% 42% 42% Choice was influenced by personalized recommendations/ promotions/deals Expect to receive real time personalized product recommendations and promotions Want to receive tailored discount codes based on previous purchases
  21. 21. OTHER CHANNELS CS / CRM / ERP / ESP SOCIAL MEDIA FB / PINTEREST / TWITTER ONLINE STORE SEARCH ENGINES BRICK & MORTAR 3rd PARTY SITES Analyzing all touchpoints EMAILS APPS DESKTOP / TABLET / SMARTPHONE POS / CRM / ERP / IOT MOBILE / GAMES / TV GOOGLE / YAHOO / BING BLOGS / MEDIA SITES TRIGGERED / NEWSLETTERS
  22. 22. OTHER CHANNELS CS / CRM / ERP / ESP SOCIAL MEDIA FB / PINTEREST / TWITTER ONLINE STORE SEARCH ENGINES BRICK & MORTAR 3rd PARTY SITES Analyzing all touchpoints EMAILS APPS DESKTOP / TABLET / SMARTPHONE POS / CRM / ERP / IOT MOBILE / GAMES / TV GOOGLE / YAHOO / BING BLOGS / MEDIA SITES TRIGGERED / NEWSLETTERS
  23. 23. Exceeding Customer Expectations ‣ Using the ACRO model to increase CLTV ‣ Best Practice examples
  24. 24. The ACRO model ‣ Prospecting Facebook ads Attract Drive qualified traffic to your store.
  25. 25. Attract ‣ Display prospecting Facebook ad campaigns to a predefined demographic based on interests that match that of your business. ‣ Target potential customers with highly similar profiles to those of your current customer base. Did you know? On average, automated, dynamic product ads generate performance improvements of more than
 400% How? compared to static ads
  26. 26. Eton ‣ Display best sellers to prospects. As the items with the highest proven conversion rate these are the ones most likely to cut through the noise.
 ‣ Target lookalike audiences, those similar to their current customerbase, to attract shoppers who are more likely to convert.
 ‣ Display real-time ads that are dynamically optimized according to current behavior and interactions - reflecting trends as and when they happen.
  27. 27. The ACRO model ‣ Prospecting Facebook ads Attract Drive qualified traffic to your store. Convert Inspire visitors with highly relevant products and promotions. ‣ Personalized re-engagement ads ‣ Product recommendations incl. personalized, best seller, search. ‣ Behavioral Pop-ups ‣ Personalized emails ‣ Email personalization widgets
  28. 28. ‣ Display onsite Product Recommendations to guide customers to the most relevant products based on their unique user behaviour. ‣ Engage your customers in social media by recommending products picked just for them based on their previous shopping behavior. ‣ Enable behavioral pop-ups to reduce site abandonment and create a sense of urgency with time-limited special offers and one-time discounts. ‣ Personalize your email marketing efforts to speak to each customer individually Did you know? Personalization can increase 
 conversion on average by 
 65% How? Convert
  29. 29. ‣ Display onsite Product Recommendations to guide customers to the most relevant products based on their unique user behaviour. ‣ Engage your customers in social media by recommending products picked just for them based on their previous shopping behavior. ‣ Enable behavioral pop-ups to reduce site abandonment and create a sense of urgency with time-limited special offers and one-time discounts. ‣ Personalize your email marketing efforts to speak to each customer individually Did you know? Personalization can increase 
 conversion on average by 
 65% How? Convert
  30. 30. Zalando ‣ Visually enticing
 ‣ Fully personalized based on the individual customer’s tastes
 ‣ Self learning; it places more weight on items, brands and styles liked in the underlying algorithms
 ‣ Ensures that currently hot items are always displayed
  31. 31. Eton ‣ Mastering the art of cross-selling
 ‣ Offering brick-and-mortar level customer service
 ‣ Offering both alternative and complementary items to increase AOV & generate happy customers that find what they are looking for.
  32. 32. How? Convert ‣ Display onsite Product Recommendations to guide customers to the most relevant products based on their unique user behaviour. ‣ Engage your customers in social media by recommending products picked just for them based on their previous shopping behavior. ‣ Enable behavioral pop-ups to reduce site abandonment and create a sense of urgency with time-limited special offers and one-time discounts. ‣ Personalize your email marketing efforts to speak to each customer individually Did you know? Personalization can increase 
 conversion on average by 
 65%
  33. 33. Yumi Kim ‣ Displaying personal 
 re-engagement ads to cut through the noise
 ‣ Places more weight on items that have been shown most interest in by the individual customer
 ‣ Targeting a specific audience to maximise ROAS
  34. 34. How? ‣ Display onsite Product Recommendations to guide customers to the most relevant products based on their unique user behaviour. ‣ Engage your customers in social media by recommending products picked just for them based on their previous shopping behavior. ‣ Enable behavioral pop-ups to reduce site abandonment and create a sense of urgency with time-limited special offers and one-time discounts. ‣ Personalize your email marketing efforts to speak to each customer individually Did you know? Personalization can increase 
 conversion on average by 
 65% Convert
  35. 35. Geggamoja ‣ Increases the likelihood of a purchase by offering a time- limited discount
 ‣ Delights new customers
 ‣ Allows for re-marketing at a later stage
  36. 36. How? ‣ Display onsite Product Recommendations to guide customers to the most relevant products based on their unique user behaviour. ‣ Engage your customers in social media by recommending products picked just for them based on their previous shopping behavior. ‣ Enable behavioral pop-ups to reduce site abandonment and create a sense of urgency with time-limited special offers and one-time discounts. ‣ Personalize your email marketing efforts to speak to each customer individually Did you know? Personalization can increase 
 conversion on average by 
 65% Convert
  37. 37. Golf Discount ‣ Sends out a personalized newsletter ensuring each recipient is met with the most relevant items. 
 ‣ Promotes right products to the right audience
  38. 38. Produce loyal customers and inspire repeat (return) visits to your store.
 Retain ‣ Order follow-up email ‣ Abandoned cart email ‣ We miss you email The ACRO model ‣ Prospecting Facebook ads Attract Drive qualified traffic to your store. Convert Inspire visitors with highly relevant products and promotions. ‣ Personalized re-engagement ads ‣ Product recommendations incl. personalized, best seller, search. ‣ Behavioral Pop-ups ‣ Personalized emails ‣ Email personalization widgets
  39. 39. How? ‣ Set up automatic follow-up emails which include items relevant to those items previously purchased ‣ Allow customers to conveniently continue shopping where they left off by sending out abandoned cart emails ‣ Give customers a reason to come back by automatically sending customers who haven’t visited your store for a while a ”We Miss You” email Did you know? personalized triggered emails have an average click-through rate 
 10x higher than the industry standard. Retain
  40. 40. How? ‣ Set up automatic follow-up emails which include items related and relevant to items previously purchased ‣ Allow customers to conveniently continue shopping where they left off by sending out abandoned cart emails ‣ Give customers a reason to come back by automatically sending customers who haven’t visited your store for a while a ”We Miss You” email Did you know? personalized triggered emails have an average click-through rate 
 10x higher than the industry standard. Retain
  41. 41. Melvin & Hamilton ‣ Offers a convenient way back to the online store
 ‣ Reminds customers of interesting items left in their cart
 ‣ Recommends other interesting items based on the shopping behavior of the individual customer as well
  42. 42. Retain How? ‣ Set up automatic follow-up emails which include items related and relevant to items previously purchased ‣ Allow customers to conveniently continue shopping where they left off by sending out abandoned cart emails ‣ Give customers a reason to come back by automatically sending customers who haven’t visited your store for a while a ”We Miss You” email Did you know? personalized triggered emails have an average click-through rate 
 10x higher than the industry standard.
  43. 43. Melvin & Hamilton ‣ Reach back out to customers if they haven’t been online in 90 days
 ‣ Offer items the customer has showed the most interest in, or pieces relevant to these 
 ‣ Display currently popular items, enticing the customer to discover more styles.
  44. 44. Produce loyal customers and inspire repeat (return) visits to your store.
 Retain ‣ Order follow-up email ‣ Abandoned cart email ‣ We miss you email ‣ Prospecting Facebook ads Attract Drive qualified traffic to your store. Convert Inspire visitors with highly relevant products and promotions. The ACRO model Continually improve performance.
 Optimize ‣ Analyse your KPIs ‣ Conduct split tests ‣ In-depth analytics tools ‣ Personalized re-engagement ads ‣ Product recommendations incl. personalized, best seller, search. ‣ Behavioral Pop-ups ‣ Personalized emails ‣ Email personalization widgets
  45. 45. How? ‣ Continuously analyse your KPIs ‣ Conduct split tests ‣ Use in-depth analytics and reporting tools to improve your performance Optimize
  46. 46. Produce loyal customers and inspire repeat (return) visits to your store.
 Retain ‣ Order follow-up email ‣ Abandoned cart email ‣ We miss you email ‣ Prospecting Facebook ads Attract Drive qualified traffic to your store. Convert Inspire visitors with highly relevant products and promotions. The ACRO model Continually improve performance.
 Optimize ‣ Analyse your KPIs ‣ Conduct split tests ‣ In-depth analytics tools ‣ Personalized re-engagement ads ‣ Product recommendations incl. personalized, best seller, search. ‣ Behavioral Pop-ups ‣ Personalized emails ‣ Email personalization widgets
  47. 47. Congrats! You should now Understand the power behind 
 personalization
 Understand why personalization is a holistic long-term strategy that is a necessity to drive a successful ecommerce business
 Know how to use personalization to attract, convert and retain ideal customers to generate an effective return on your marketing spend
 Be able to exceed customer expectations and increase your CLTV
  48. 48. Nosto is a Magento Gold Technology Partner providing ecommerce professionals a complete personalization solution. nosto.com I sales@nosto.com
  49. 49. Q&A
  50. 50. Thank you! Jan Soerensen jan.soerensen@nosto.com

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