Personalizing the Tottenham Fan Experience
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Transcript of Personalizing the Tottenham Fan Experience
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Personalization Pioneers: Berlin 2017
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Personalization Pioneers Summit 2017
To Dare is To Do:
Personalizing the Tottenham Fan Experience
Nick Connor, eCommerce Manager
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Why We Chose Dynamic Yield
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We Have Fans in 214 Countries Around the World….How do we tailor digital experiences to this passionate fan base?
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The Challenge: Build an Intelligent Site
As we re-designed our website, a key
objective was to add intelligence with
the aim of providing a tailored and
relevant customer experience
We required a solution that:
• Gave us ownership of data
• Is agile, easy-to-use and allows for fast
website changes
• Can be used by non-technical people
• Offers personalization, recommendations,
and automatic optimization
• Integrates with other systems, such as CRM
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Selecting a Vendor
In addition to Dynamic Yield, we evaluated:
and many more….
In our evaluation process,
we looked at about
40 personalisation and
intelligence products!
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Immediate ROI
In one month,
Dynamic Yield
covered the cost of
what we paid for it.
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The Power of Personalization
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Easy Insights
+ 400% CTR on mobile blocks
- 31% bounce rate on smartphone
on the homepage
+ 40% conversion rate for visitors
who landed on homepage
Moving navigation blocks to top of the page on mobile
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Easy TargetingServing relevant recommendations based on stage of buyer journey
Homepage:
Relevant Targeting
Basket Page Spend Targeting Homepage Recommendations:
Home kit purchaser segment
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Easy Testing Split testing the mobile product page to improve engagement
Old Product Page New PageWhat We Tested
5% increase in
conversion rate
6.4% more items
added to cart
5.4% higher per session
value on new design
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Easy Workflow Using out of the box templates for social proof and geo-targeting
10% increase in revenue per session
from social proof notifications
15% increase in revenue
per session from free
shipping templates
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Launching Our Kit
Live On-Stage Demo!
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The Busiest Month in Football eCommerce
In the month that the
new kit is released,
75% of online sales are
kit related products!
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Our Website Needs To Be Ready