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© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Marc Hayem
Innovating Fast in Retail: The Need for a Modern Personalization Platform
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
The need for a retail innovation platform
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Retail Keeps Changing Are you changing the industry or trying to keep up?
retail
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Today’s Consumer Demands Zero Friction
immediate efficient easy personalized
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
An example of friction in store
I was shopping for shoes on your site last night. I put a pair of boots in my shopping cart. I have come to your store to try them out.
SORRY. I have no way to
see what is in your shopping cart from the store
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
What the customer expected
YES
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
An example of zero friction: priceminister.fr
Remembers browsing history on all devices ™
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
• Ecommerce site • Mobile apps / responsive site • Clienteling tablets with recommendations • In-store kiosks • Infinite aisle • Click & collect with intelligent fitting room • Reserve store inventory online • Online returns in store • WiFi in store • Ibeacons in store • Store as an online fulfillment center • Etc.
Omnichannel use cases
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Personalization: Connecting Data and Touchpoints
PERSONALIZATION Relevance built with data, algorithms, optimization and presentation
User generated data • Online behavior • Preferences
Retailer user data • Transactions • Interactions
3rd party user data • Demographics • Segments • Social
Retailer product data • Catalog • Inventory • Pricing
Retailer marketing data • Promotions • Content
OMNICHANNEL DATA
OMNICHANNEL TOUCHPOINTS
Email Mobile Social Web Store Contact center (agent, chat)
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
To innovate fast, you need a platform
• A platform offers services which can be freely composed • Retail innovation becomes orchestration of services on
the platform • A personalization platform is a toolkit that accelerates
innovation
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Welcome to our Stamford Store. Your order for Xbox One Elite 1TB Bundle is ready to be picked up at our service desk right next to the checkout area.
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Check out the following recommendations to go with your new purchase.
After store visit
Orchestration of Services Customer visits store to pick up an order
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
E-mail Service Provider
Content Personalization
Service
User Profile Service
Segmentation Service
Personalization Platform
Product Recommendation
Service
Location Service (iBeacon, geo-fence)
Ecommerce platform
Store mapping
Order Processing
(ERP)
Orchestration of Services
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Key Requirements of a Modern Personalization Platform
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Powerful Real-Time Open
Requirements for Personalization Platform A retail personalization platform has to be:
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
“Build Your Own Strategy” “King of the Hill”
Powerful Advanced Data Science
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Personalization Platform
User signal Personalized Experience
Less than 1 sec
Real-Time Real-Time Inputs
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Real-Time Real-Time Outputs
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
San Francisco Dallas
Amsterdam Frankfurt Stockholm
Chicago New York Virginia Miami
Singapore
London & Sydney coming soon.
Tokyo
Real-Time
• Demonstrated scalability to 17,000 transactions/second • Global data center footprint
Scalable
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
• Thin • Small footprint
• Fully cloud based
• Enables cloud-to-cloud deployments
• Agnostic
• Independent of ecommerce and CMS platform
• Can exchange data with all other customer data repositories
• Future-proof investment regardless of other components
Open Platform
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Open Platform Versatile set of APIs
Relevance Cloud
Product & Content Catalog (5x)
Customer Segments & Attributes (2x)
Strategy Publishing API
Offline Shopping Events
Recommendation APIs (4x)
Real-time Shopping Events API
Customer Preferences API
8 types of feeds 3 inbound APIs 11 outbound APIs 2 mobile SDKs
Profiles API
Segments API
Products Affinity API
Events Stream API
Catalog APIs (3x)
Other External Data
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Open Platform Enables Ecosystem of Partners
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
on-site product recommendations
full merchandizing personalization
sort & search personalization
content personalization
mobile
call center
store
SOA services
apps
full platform
FUNCTION
CHANNEL
ARCHITECTURE
How Has Personalization Evolved?
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Open Platform Agnostic Platform
PERSONALIZATION Relevance built with data, algorithms, optimization and presentation
Retailer user data Toshiba Tech Micros Epsilon Salesforce CRM SAP CRM
3rd party user data Nielsen ComScore CrossWise
Retailer product data Hybris Demandware WebSphere ATG
Retailer marketing data Adobe EM SiteCore
Email Mobile Ads / Social Web Store Contact Center
(agent, chat)
In house apps RaizLabs UsabelNet
CheetahMail ExactTarget Responsys Bronto
HookLogic Pinterest Facebook Criteo
Toshiba Tech Micros StarMount
LiveOps NewVoiceMedia Genesys
Hybris Demandware WebSphere ATG SOLR / SLI Endeca
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Powerful
• Advanced Data Science • 100+ out-of-the-box algorithms • King of the Hill Technology constantly self-optimizes and chooses the right algorithm /
campaign in real time for each consumer • Retailers can write their own algorithms and add them to the platform
• Easy to Use • Intuitive UI for commerce and marketing teams to configure / tune the platform • Extensive reporting to understand metrics and impact
• Built for Retail • Designed and optimized from the ground-up for retail
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Real-Time
• Real-Time Inputs • New signals are used immediately • Sub-second delay between customer action and algorithms using this information
• Real-Time Outputs • Fast Response Times • Consumer events and attributes are available globally in seconds • Platform responds to apps in 70 ms or less
• Scalable • Multi-tenant platform supporting 600 retail sites and store networks • 12 global data centers • Capable of handling more than 17,000 TPS at peak
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Open Platform • Thin
• Small footprint • Fully cloud based • Enables cloud to cloud deployments
• Versatile • Standard-based, fully documented APIs
• 11 types of feeds and inbound APIs • 11 outbound APIs • 2 mobile SDKs
• Agnostic • Independent of ecommerce and CMS platform • Can exchange data with all other customer data repositories • Future-proof investment regardless of other components
© 2016 RichRelevance, Inc. All Rights Reserved. Confidential. #rrCAS2016
Relevance Cloud
Product & Content Catalog (5x) Customer
Segments & Attributes (2x)
Strategy Publishing API
Offline Shopping Events
Recommendation APIs (4x)
Real-time Shopping Events API
Customer Preferences API
8 types of feeds 3 inbound APIs 11 outbound APIs 2 mobile SDKs
Profiles API
Segments API
Products Affinity API
Events Stream API
Catalog APIs (3x)
Web .com/m.com SEO/SEM
Mobile In house apps RaizLabs
Email CheetahMail ExactTarget Responsys
Ads Hooklogic Criteo
Social Pinterest Facebook Twitter
Store (POS, Kiosk, Associate) Toshiba Tech MicroS StarMount
Contact Center (agent, chat) LiveOps NewVoiceMedia Genesys
OMNICHANNEL TOUCHPOINTS
Other External Data