Thinking Outside of the

Recommendation Box

A Phased Approach to

Omnichannel Personalization

Achieving Omnichannel Personalization

Personalization is more than just a product recommendation box.

It’s about creating individualized experiences across all channels.

To be successful, retailers need to take a phased approach.

Phased Approach to Omnichannel Personalization

1

2

3

4

5WEB PRODUCT

RECOMMENDATIONS

EMAIL

MARKETING

REMARKETING

TRANSACTIONAL

MOBILE

TABLET

APP

VISUAL

SEARCH

6AUTO

DISCOVERY

7

8

9

PRODUCT FINDER

GIFT FINDER

10

CONTENT

& OFFERS

CALL CENTER

IN-STOREDATA

INTEGRATION

Phases are shown in order of level-of-effort for implementation

Phase 1

Web Product Recommendations

The first and most common first step in

personalization is provide product

recommendations on your desktop website.

This will set you up for easier implementation

of other products in later phases.

up to a 50% lift in items per order

up to a 50% lift in average order value

up to a 150% boost in conversion

Common Recommendation Locations:

Home | Category | Search/No Results | Product Detail | Shopping Cart | Order Confirmation | Quick View Popup Modals

Email Personalization

Marketing Emails

Deliver personalized messages, offers and

product recommendations.

Remarketing Emails

Recover lost sales from shoppers who

abandoned (browse & Cart) and regenerate

interest with relevant alternatives.

Transactional Emails

Cross-sell with accessories and related items

based on previous purchase.

up to a 240% lift in click through rate

up to a 150% boost in conversion

up to a 2% increase in total site revenue

Transactional Remarketing

Transactional

Hero Image

OFFER

Recommendations

Recommendations

Recommendations

OFFER

Phase 2

Mobile/Tablet/App Personalization

Leverage website data and provide the same personalized

experience on mobile and tablet devices.

Common Recommendation Locations:

• Homepage

• Product Detail

• Search Results

• No Search

up to a 150% boost in conversion

Phase 3

Data Integration

You have the data. Why not use it!

Demographic, CRM, POS, Social, Preference

and other types of 3rd party data can be

ingested and analyzed to find behavioral

patterns for uncovering new segments, and

for further targeting personalization to these

segments.

Data Types

• Point of Sale

• Personal preferences

• Demographics

• CRM

• Reviews

Phase 4

Visual Search

Engage shoppers early with enhanced search

functionality that incorporates type-ahead

suggestions and relevant product

recommendations related to search activity.

Benefits

• Enhance search experience

• Improve product findability

• Increase conversion and revenue

• Can recommend/suggest products or

content (articles, videos, offers)

Up to

575%Conversion Increase*

50%AOV Increase*

Up to

254%Conversion Increase*

19%AOV Increase*

*Increases are compared to visitors that did not interact with type ahead suggested terms or recommendations

Phase 5

Auto Discovery

Completely personalize category and product

listing pages based on in-session activity,

interaction with faceted elements and shopper

history

Benefits

• Dynamically show most relevant products

based on shopper behavior/profile

• Reduce time to find products

• Increase conversion and revenue

Up to 70% Click-Through Rate Increase

Phase 6

Product Finder & Gift Finder

Stand out from your competitors with a product

finder or gift finder. Through a series of

interactive lifestyle questions, this tool provides

product suggestions based on the answers

combined with customer profile.

Only 2% bounce rate

up to a 255% increase in session duration

up to a 40% increase in conversioncompared to product detail page

87% complete entire questionnaire

Phase 7

Personalized Content & Offers

From hero images to special offers, show

your customers content they are interested in

to enhance the overall shopping experience.

Types of Content

• Articles/blogs

• Images

• Videos

• Special promotions

• Sales and discounts

up to a 11% increase in content engagement

HERO CONTENT

OFFER

Phase 8

Contact Center

Bring the same personalized experience

offline and increase call center team

productivity by automating the upsell/cross-

sell process.

Benefits

• Provide consistent brand and messaging

across your marketing channels

• Empower your Customer Service agents

with upsell and cross-sell opportunities

• Increase customer satisfaction and

repeat purchases

up to a 103% increase in recommendation sales

Phase 9

In-Store

Help shoppers decide which products best

suites them as well as relevant specials or

offers when they are shopping in-store with

personalization on any point of sale devices,

including tablets and kiosks.

Benefits

• Provide consistent brand and messaging

across your marketing channels

• Empower your sales associates with

special offers and content about each

shopper

• Unify data across online behavior and in-

store purchases, including data on

loyalty/rewards customers

Phase 10

Continuous Performance Optimization

Personalization is both an art and science. In order to

continue to see increases in key performance metrics,

testing and optimization is essential to improve over time.

Testing Ideas

• Location of personalization area

(above or below fold)

• Strategy by page

• Brand preferences

• Hero images and other content

• Product boosting or biasing

(best sellers, high margin)

A B

C D

Test & Optimize

THANK YOU!

Contact Certona to learn more about

taking the path to omnichannel personalization.

info@Certona.comUS: 858.369.3888

UK: +44.845.121.5155

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