Delight Customers and Guide Path to Purchase with ... Customers and Guide Path to Purchase with...
Transcript of Delight Customers and Guide Path to Purchase with ... Customers and Guide Path to Purchase with...
Delight Customers
and Guide Path to
Purchase with
Personalization
Andrea Ouargli, Mud Pie
Faith Albers, Whereoware
Andrea Ouargli
Ecommerce manager
Mud Pie
Faith Albers
Senior Marketing Manager
Whereoware
@FaithAlbers
Meet us
• Founded in 1988
• Award-winning manufacturer of innovatively designed + affordably priced gifts
• Based in Stone Mountain, Georgia
• Comprised of 3 divisions: Mud Pie Baby, Mud Pie Living, + Mud Pie Fashion
• Available in over 16,000 specialty retailers + department stores
• Both B2B + B2C e-commerce websites built on EPiServer
combining nerd smarts with style in every
design, development, + marketing project
A few of our clients
agenda
• Why Personalize
• What personalization looks like
• The Mud Pie case study
• Getting started with personalization
Why personalize
89% of companies expect to compete mostly on
the basis of customer experience by 2016
*Gartner
#ibmamplify
© 2015 IBM Corporation 10
But customer experience spans channels.
56% of all customer interactions happen
during a multi-event, multi-channel
journey.
*McKinsey & Company
74% of online consumers get frustrated with websites when
content has nothing to do with their interests.
*Janrain & Harris Interactive
40% of consumers buy more from retailers who personalize the
shopping experience across channels
*MyBuys
78% of consumers are more likely to be a repeat customer if a retailer
provides them with targeted personalized offers.
*Zendesk
BUT 94% of companies state having challenges related to
personalization.
*Experian
What personalization
looks like
#ibmamplify
© 2015 IBM Corporation
#ibmamplify
© 2015 IBM Corporation
1
HAT
$45.00 $27.00
#ibmamplify
© 2015 IBM Corporation
#ibmamplify
© 2015 IBM Corporation
Mud Pie case study
DECENT RESULTS
Year-over-year, we saw:
• 12-15% revenue growth
• Slight increase in conversion rate
• 28% increase in visits
Problem – one way personalization
What is it: an accelerator package built on top of EPiServer
Who is it for: Mid-market solution
Why do you care: personalized, on-brand, feature-rich
EPiServer e-commerce websites delivered more efficiently
SOLUTION – SITE GOES LIVE FASTER WITH LESS RISK
The Customer
Perspective: a Mud Pie
case study
Busy Mom
Interested in baby
products
The Marketer Journey:
a Mud Pie case study
meet Cindy
• busy marketer
• Responsible for all digital
marketing: website
merchandising, content,
email, etc.
• Needs to respond to
trends on the fly
THE MARKETER JOURNEY
Save up to 60% for Shark Week at Mud Pie. Sink Your
Teeth into the Deal Today!
Omni channel personalization faster
results
56% increase in e-commerce conversion rate
130% increase in number of transactions
120% increase in revenue
508% increase in mobile revenue
Getting started with
personalization
Develop personas
WHAT IS A PERSONA?
Fictional representations of large or important segments of your customers
HOW MANY PERSONAS SHOULD YOU CREATE?
3-5
HOW DO YOU DEVELOP PERSONAS?
• qualitative + quantitative data
• build out the persona details
• find ways to identify these personas across channels
female
25
United States
Stay at home mom
love and affection, fashion
utility, convenience, economy
Partner, friends
Liz
Develop personas
Define how to identify each persona
Ways to identify personas
Ways to identify personas
Identify where to add personalization
Discovery Research Conversion Post-Sale
Make Liz aware of
Mud Pie
Prove product
quality, show
convenience
Incentivize first
order
Reorder + customer
loyalty
Liz
1. female
2. 25 years-old
3. Has a baby on the way
Show baby products on
home pageShow welcome coupon on
header
Welcome emailServe up blog post on
construction of products
Connect the dots
Key takeaways
• Focus on the customer experience
• Start small
• Define personas
• Personalize across channels to boost brand satisfaction + loyalty
• Avoid analysis paralysis
questions
Andrea Ouargli
Ecommerce Manager, Mud Pie
Faith Albers
Senior Marketing Manager, Whereoware
@FaithAlbers
www.mud-pie.com
@MudPieGift
www.facebook.com/MudPieGift
www.whereoware.com
@Whereoware
www.facebook.com/whereoware