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Office DepotThe Path to Personalisation
Jonathan NewmanVP, eCommerce & Marketing Operations
www.officedepot.euwww.viking.com
uk.linkedin.com/in/jonnewman@jon_newman
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Office Depot merged withOffice Max in 2013
Office Depot, Inc. has combined global annual sales of approximately
USD $17 billion
Office Depot, Inc. has more than 60,000 associates
The company serves consumers and businesses in 58 countries
More than 2,000 retail stores
Office Depot is a leading global provider of office products, services and solutions for every workplace
Online sales of $4.2 billion
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Two brands: Office Depot & Viking
We deliver > 250,000 parcelsevery day
Office Depot is active in 30European countries
We process > 85,000 orders per day
In Europe, Office Depot is the number one reseller of workplace
products and services
We hold two Royal Warrants granted by HM The Queen and HRH The Prince of Wales in the UK to recognition at the pan-European Supply Chain Distinction Awards
31 different websites
We send > 66.5 Million cataloguesper year
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Our Online Evolution
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1999
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1999
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1999 2000
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1999 2000
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1999 2000 2008
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1999 2000 2008
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1999 2000 2008 2012
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1999 2000 2012
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1999 2000 2008 2012 2014
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eCommerce Strategy
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eCommerce Strategy
Digital-first foundation
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eCommerce Strategy
Customer-needs driven
Digital-first foundation
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eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
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eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
End-to-end business processes
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eCommerce Strategy
Customer-needs driven
Digital-first foundation
Consistent master data
End-to-end business processes
Actionablebusiness insights
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About Personalisation
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We successfully personalise offline
Increase in response rate +21%
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We successfully personalise in email
Open rate +60%Click rate +60%Sales +327%
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But we’ve struggled to personalise online…
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Our architecture & tools have created many challenges…
• Slow, complex development processes
• Changes require IT development
• Limited personalisation capabilities
• Inconsistent experience across channels & markets
• Limited online campaign testing capabilities
• Investment focused on a new platform
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How are we addressing this problem?
DNA
Strategy
Limits
• Personalisation is in ourDNA.
• Successful in email & offline channels.
Our history & strategy demands a solution…
• An omni-channel sales& marketing strategy
• Personalized approach to servicing customers
• Limitations in current online& onsite tools
• Augment these limitations& support rapid innovation
Monetate has augmented our legacy capabilities and enabled our online personalisation strategy
• Business focused interface
• Easily segment & target• Users can quickly test / build /
repurpose / edit assets
• Quickly test & deploy code
• Identify successes & guide eCommerce platform
…we have partnered with Monetate
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Our journey with Monetate
Initial Proof of Concept Pilot
• Start January 2014
• 3 months
• Innovate, Learn, Iterate
• Prove results: 15 x ROI
• Deliver best practice
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Revenue per session+ 2%
Pilot campaigns
screen sizes services
devices
geo targetting
AOV+ £6.22
New visitor conversion
+ 19%
Revenue per session+ 22%
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Roll-out
• Singular governance & execution
• Proven campaigns deployed
• Benefit from best practice
• Immediate value added
• Current scope: 15 European Viking Direct sites
• Current output: 577 campaigns
• Current target: 15*ROI on track
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✔ Be open for the mindset change, personalization is about customer stories and the customer journey
✗Don’t work in a vacuum…. ✔ Involve all stakeholders
✔ Create multi disciplined teams that each have a clear scope
✔ Build a pipeline per team
✗Don’t limit thinking to banners & ad placements
✔ Define targets per team & KPIs per campaign
✔ Integrate Monetate reporting with internal reporting
✗Don’t invest too much time in campaigns attracting too few sessions
✗Don’t try to get too detailed before you start
✔ Fail fast, fail forward
Some Lessons Learned
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Online Drivers User Experience
Customer
JourneyMobile TabletEmail SEO/SEA Affiliate
Customer Segments
ISS Online TAM
Poor Performi
ng Segment
s
Product Campaigns
Multi Disciplined Teams
Merchan-dising
Campaign
Calendar
Replenish-ment
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SubjectMatterExpert
CampaignManager
eCommerceOperations
Business Intelligence
Roles within each Multi Disciplined Team:
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Project or Dept title
What’s next?
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Brilliant Execution of a Customer-Centred, Omni-Channel and Insight-Driven Experience across all Touch Points & Channels
• Personalised, relevant & timely experiences
• Integrated cross-channel marketing decision making & management
• Increased quality and volume of campaigns
• Performance driven
• Rapid innovation & iteration
• Adaptive
• Increased resource specialisation in personalisation strategies & tools
• A suite of capabilities
• Embedded in our future platform
• Cross-channel usage of Monetate
• Further integration of historical, behavioral & merchandising data
• Detailed & accurate campaign performance tracking
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Thank youJonathan Newman
VP, eCommerce & Marketing Operations
www.officedepot.euwww.viking.com
uk.linkedin.com/in/jonnewman@jon_newman