2017 personalization report card - reflektion...• retailer focused audit ... their shopping habits...
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PROPRIETARY AND CONFIDENTIAL
2017 Personalization
Report Card
T U E S D A Y , M A Y 9 , 2 0 1 7
W E B I N A R
Grading the Top 100 Online Retailers
PROPRIETARY AND CONFIDENTIAL
• Research conducted by
The Internet Retailer research team –
lead by Director of Research,
Stefany Zaroban and
Research Analyst, Jessica Youn
• Retailer focused audit
• Consumer focused survey
• Compiled a list of top North American retailers
by web sales numbers (minus marketplaces,
entertainment hubs, deal sites, food delivery)
• Visited sites 3 separate occasions with at least
24 hours between visits (using same browser
for first 2 visits and third was via mobile)
• Did not clear browsing data between visits
• Set up accounts
Q U I C K R E T A I L E R S O V E R V I E W
O F M E T H O D O L O G Y
• Surveyed more than 500 consumers
• Representative sample of:
• Gender
• Ages
• Ethnicities
• Geographic Region
• Income Levels
C O N S U M E R S U R V E Y
M E T H O D O L O G Y
Consumer Survey
50%of consumers want retailers to
consider their browsing history
and online purchases when
customizing marketing for them.
K N O W M E .
60%
H E L P M E F I N D
W H A T I W A N T .
have purchased with greater
frequency as a result.
Shoppers enjoy seeing
related products;
R E M E M B E R M E .
69%of shoppers expect retailers to
remember them and recognize
their shopping habits when
switching between devices.
I F Y O U F O L L O W U P ,
I ’ L L R E W A R D Y O U .
71%of consumers return to
a retailer’s site to complete
the purchase after receiving
a cart-abandonment email.
PROPRIETARY AND CONFIDENTIAL
We used to discuss whether
or not customers were
willing to let us use personal
data to personalize.
B A C K I N T H E D A Y
PROPRIETARY AND CONFIDENTIAL
• For the results of this review we
have focused on first party data.
Shopping behavior only on the
retailers site.
• Leveraging their interests
relative to your brand to improve
their experience.
1 S T P A R T Y D A T A V S .
P R I V A C Y D A T A
PROPRIETARY AND CONFIDENTIAL
Rising public awareness and
acceptance of data exchange.
…but they expect an exchange.
D A T A E X C H A N G E
PROPRIETARY AND CONFIDENTIAL
I M P R O V E D E X P E R I E N C E
RetailerAudit
Product Recommendations
40%of retailers suggest relevant
products to a shopper based
on their last visit
Only
50%of the sites offered relevant
recommendations.
…even after login in, less than
PROPRIETARY AND CONFIDENTIAL
K N O W I N G Y O U R C U S T O M E R
SEGMENTATION INDIVIDUALIZATIONMOST POPULAR
PROPRIETARY AND CONFIDENTIAL
T H E M O S T P O P U L A R
M I S U N D E R S T A N D I N G
3people likeTaylor Swift
1 person likesKeith Urban
1 person likesFuture
2people likeBruno Mars
1 person likesChainsmokers
1 person likesKendrick Lamar
1 person likesBruce Springsteen
MUSIC EXAMPLE
PROPRIETARY AND CONFIDENTIAL
• Historically used marketing
device
• Great for hitting a target
audience in broadcast medium
• Digital engagement is 2 way
S E G M E N T A T I O N : S O L I D 1 W A Y
M A R K E T I N G S O L U T I O N
PROPRIETARY AND CONFIDENTIAL
• Understand the preferences
of the customer
• Understand the real time intent
• Respond to each new valuable
input
I N D I V I D U A L I Z E D :
H Y P E R T A R G E T E D
Site Search
15.5%of site searches prioritized results
around individual interests
Only
32%of the retailers used preview
search images as part of the
search process
Only
PROPRIETARY AND CONFIDENTIAL
S I T E S E A R C H G O N E B L O W N U P
SYNONYM
MAPPING
MOST POPULAR
SEQUENCING OR
MERCHANDISER
CONTROLLED
AUTO
COMPLETE
It use to be Site Search functionality discussions
would be focused on three simple things:
1 2 3
If your site is stuck in this conversation,
it needs to broaden right away.
PROPRIETARY AND CONFIDENTIAL
Amazon Alexa Apple Siri Facebook Chatbots
R O A D M A P T O M O R E
E N G A G I N G S I T E S E A R C H
BASELINE
AUTO-COMPLETE
MOST
POPULAR
PREVIEW
SEARCH
INDIVIDUALIZED RESULTS
NLP
UNIVERSAL SEARCH
PHOTO
SEARCH
CHATBOTS
VOICE ENABLED SEARCH
SOLIDADVANCED
(SOLID+)EDGE
45%of the top 100 merchants
individualize email marketing
based on an individual’s site usage
49%delivered a cart-
abandonment message
25%of top 100 merchants sent
a browse-abandonment email
PROPRIETARY AND CONFIDENTIAL
T W O D I F F E R E N T R E T A I L E R E M A I L S
TRIGGEREDPROMOTIONAL
• Generally generic
> Sale message
> New product introduction
• High volume
• Low response
• In response to specific user action
> Abandoned Cart
> Purchase
> Low Inventory
• Lower volume (user dependent)
• Higher response
PROPRIETARY AND CONFIDENTIAL
T H E C H A L L E N G E I S H O W T O G E T T H E B E S T O F B O T H W O R L D S
Unified Customer
17%of retailers offered personalized
recommendations on mobile
devices after logging in
A paltry
PROPRIETARY AND CONFIDENTIAL
U N I F Y T H E C U S T O M E R J O U R N E Y
R E G A R D L E S S O F D E V I C E O R C H A N N E L
USER A
DESKTOP
USER A
MOBILE
USER A
BRICK ANDMORTAR
USER A
DESKTOP
MOBILE BRICK ANDMORTAR
TURN THIS:
INTO
1. Know where you are!
2. Low hanging fruit with Behavioral email
3. Get closer to the shopper with smart recommendations
4. Imbed customer intelligence into site search
5. Create more engaging site search
(NLP + Universal = Voice Enabled Search)
6. Unify the shopper
S I M P L E S T E P S
T E S T Y O U R S E L F
Perform your own
personalization audit at:
reflektion.com
PROPRIETARY AND CONFIDENTIAL
QUESTIONSreflektion.com
PROPRIETARY AND CONFIDENTIAL
Kurt Heinemann
CMO, Reflektion
reflektion.com
reflektion.com/personalization-report-cardGet your own Personalization Report Card at: