eTail London 2013: Omni-channel shopping a personalisation strategy beyond traditional commerce

Delight Your Omnichannel Shoppers With A Personalization Strategy Beyond Traditional Commerce

Elias Moubayed, Sales Director, Certona

David Salisbury, EU Content Manager of Online & Mobile Commerce, PUMA

• Founded in 1948, PUMA is one of the world’s leading Sport Lifestyle companies that designs & develops footwear, apparel, and accessories. Distributes its products in 120+ countries.

• PUMA is committed to contributing to the world by supporting Creativity, Sustainability, and Peace

• It does this by staying true to the principles of being Fair, Honest, Positive, and Creative in decisions and actions

• Strong focus on providing & eliciting Joy from everyone

• Founded in 2004, Certona is the leader for true omnichannel personalisation

• Serve 400+ sites worldwide that represent >$23 Billion in annual online revenue

• Recognised as a Top Personalisation Leader by the IR Top 500 Guide for 5 consecutive years: 2009 - 2013

It’s all about the individual!

Personalise Anytime, Anywhere

Personalising the customer’s brand & shopping experience in real-time, across multiple touch points and channels increases customer lifetime value and loyalty

Resonance PersonalizationPlatform

Real-Time Optimisation

Business Drivers & Best Practices

Merchandising Rules

Historical• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & Reviews

Catalog• Product Attributes• Content Attributes• Customer

Attributes

Real-Time• Current Session

Behavior• Site Context• Referring Site• Geo-Location• Time of Day

Multi-Algorithm Optimization

Targeted Content

Mobile

Email

Contact Center

InStore

Web

• Apparel

• Accessories

• Automotive Parts

• Toys

• Consumer Electronics

• DVD/Movies

• Furniture

• Gifts

• Grocery

• Nutrient Supplements

• Office Supplies

• Pets

• Sporting Goods

• Video Games

• Housewares

Client ExperienceWe have leaders across multiple retail categories:

Client Experience

http://www.famousfootwear.com/

http://www.meijer.com/home.jsp?cmpid=HeaderMeijer

http://www.meijer.com/home.jsp?cmpid=HeaderMeijer

PUMA And Certona Partnership• PUMA continues to expand globally

• We partner together to localise & personalise region specific shopping patterns

• UK, Germany, France, & Switzerland • Product grouping

• 5000 plus SKUs available• Story Telling is key to PUMA marketing

• Provide robust recommendation strategies• Adapted with rules to fine tune • Meet business goals and marketing needs

Personalisation Locations: Puma.com

Product Detail PageHub Landing PageNo Search Page

Shopping Cart PagePurchase Confirmation

Show me something similar and what others have co-viewed with this item…Story telling

Resources limited efficient method to display products

Example: Product Detail

Improving the Customer Experience

• Website Additions:• Second Box On PDP Using Recently Viewed

• Make it easy to shop

• Recommendations Boxes For:• Add To Cart: Extend the shopping experience

• Quickview: Give recommendations with the details

• Home: Welcome back to the site

• Category (Currently Underway): Find the top most up to date items quickly

The provision of a consistent, seamless personalised brand &

shopping experience across every customer touch point

What Is Omnichannel Personalisation?

Search

Web Email Contact Centre

Mobile Store Social

The Omnichannel Journey

Landing Page

Browse Products

View Video

Remarketing Email

Call Contact Centre

MobileCheck-In

POS Purchase

Share on Facebook

Click Ad

PUMA created a campaign focused on the 2012 London Summer Olympics that included:• Special Instagram &

Facebook Pages

• Olympic Themed Brand Emails

• A PUMA Brand Olympic Site & Landing Pages

• Olympic Themed Category & Product Detail Pages (PDPs)

Omnichannel Case Study: 2012 Olympics

PUMA provided a catalog of special Olympic collections Focused on Product Detail and Category page recommendations

Certona created a custom personalization type for Olympic products

Consistent messaging from social media to email to site


Results:22% Increase Revenue Per Recommendation compared to other strategies

17% Increase items per order 15% Overallresponder rate (consumers who interacted with recommendations)

80% Sell Out of Olympic gear


Future Learnings and Considerations :• Prepare list to market

items as soon as possible• Coordinate messaging

across all sites to drive additional revenue

• Consider bias of specialised products across the site, instead of custom rec types

• Personalisation types of ‘Hot Sellers’ or ‘Trending’ could also drive results


Average Annual Recommendation Demand* May 2012 – May 2013

Percentage of E-Commerce revenue attributed to Demand

Personalisation Success

RegionPercent Demand

From RecsEU 9.07%

Switzerland 12.95%Germany 11.24%

France 10.33%UK 9.02%

*These metrics have been determined by Certona

Revenue Contribution (UK): Responders*Product Detail Page drives the highest revenue

KPIs are better than site averages

Personalisation Success

Metric Responders

Conversion Rate 2.34%Average Order Value £73.08 Items Per Order 2.31

*These metrics have been determined by Certona

Keys To Success• Close working relationship with Certona Account

managers

• Quick access to support

• Clear and logical product catalogue data for flexible rule writing

• Bi-weekly review processes of rules and strategies

• Testing and Reviewing - the cycle is continuous

• Consideration of seasonality & release of collection

Thank You!

eTail London 2013: Omni-channel shopping a personalisation strategy beyond traditional commerce

Retail

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