A presentation given by Tottenham Hotspur FC at Dynamic Yield's Personalization Pioneer Summit in Berlin. The presentation also included a live, on-stage demonstration!

1. Personalization
Pioneers: Berlin 2017

2. Personalization Pioneers Summit 2017
To Dare is To Do:
Personalizing the Tottenham Fan Experience
Nick Connor, eCommerce Manager

3. Why We Chose Dynamic Yield

4. We Have Fans in 214 Countries Around the World….
How do we tailor digital experiences to this passionate fan base?

5. The Challenge: Build an Intelligent Site
As we re-designed our website, a key
objective was to add intelligence with
the aim of providing a tailored and
relevant customer experience
We required a solution that:
• Gave us ownership of data
• Is agile, easy-to-use and allows for fast
website changes
• Can be used by non-technical people
• Offers personalization, recommendations,
and automatic optimization
• Integrates with other systems, such as CRM

6. Selecting a Vendor
In addition to Dynamic Yield, we evaluated:
and many more….
In our evaluation process,
we looked at about
40 personalisation and
intelligence products!

7. Immediate ROI
In one month,
Dynamic Yield
covered the cost of
what we paid for it.

8. The Power of Personalization

9. Easy Insights
+ 400% CTR on mobile blocks
- 31% bounce rate on smartphone
on the homepage
+ 40% conversion rate for visitors
who landed on homepage
Moving navigation blocks to top of the page on mobile

10. Easy Targeting
Serving relevant recommendations based on stage of buyer journey
Homepage:
Relevant Targeting
Basket Page Spend Targeting Homepage Recommendations:
Home kit purchaser segment

11. Easy Testing
Split testing the mobile product page to improve engagement
Old Product Page New PageWhat We Tested
5% increase in
conversion rate
6.4% more items
added to cart
5.4% higher per session
value on new design

12. Easy Workflow
Using out of the box templates for social proof and geo-targeting
10% increase in revenue per session
from social proof notifications
15% increase in revenue
per session from free
shipping templates

13. Launching Our Kit
Live On-Stage Demo!

14. The Busiest Month in Football eCommerce
In the month that the
new kit is released,
75% of online sales are
kit related products!

15. Our Website Needs To Be Ready