Top Performing Personalization Tactics To Boost Effectiveness
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1 Top Performing Personalization Tactics To Boost Effectiveness Jenn McClain VP ecommerce, The Limited Ava Aprin Director of Technology Partnerships, Certona
2 Established Expertise Personalization Expertise 9 Years in Real-time Personalization 400+ Sites, Cross-channel Client sites represent >$23B in annual online revenue Highly scalable to multi-site high volume sites Industry Leadership Recognized as Top Personalization Leader by the IR Top 500 Guide for 5 consecutive years Highest performing engine After years of testing against in-house and third-party solutions
3 Personalize Anytime Anywhere Personalizing the customer s brand & shopping experience in real-time, across multiple touch points and channels increases customer lifetime value and loyalty It s all about the individual!
4 The Customer Journey Call Contact Center Search Browse Products Click Ad POS Purchase Landing Page View Video Remarketing Mobile Check-In Share on Facebook Customer view Web Contact Center Mobile Store Social A set of experiences and interaction points that meet or exceed customers expectations within and across touchpoints or channels.
5 Personalization Can be implemented as a stand alone personalization solution Can be implemented in concert with web recommendations Is a key channel in an omnichannel personalization strategy
6 Certona Difference Beyond Standard Personalization Create Individualized Experiences Deep Customer Profiling, Insights Include: Brand preferences Price Sensitivity Style Favorites Penchant for product categories Demographics Real-time Context: Track shopper activity in real-time Deliver recommendations when opened based on most recent activity Dynamic Merchandising: Incorporating Merchandising Rules Curating personalization strategies Applying segmentation Customizing Offers and Promotions
7 Certona Results Drive Performance 240% lift in click through and open rate Boost Conversions 150% lift in conversions Increase Revenues 1.75% lift *in total site revenue Based on Certona average results comparing personalized to non-personalized *up to
8 Certona & The Limited Partnership Overview: Partnered in early 2011 for Web Recommendations The Limited s goals were to: Automate recommendations Create more personal user experience Increase revenues Experienced immediate success and committed to ongoing site optimization and best practices implementation Champion challenger tests Bi-monthly site optimization reviews
9 Web Success Metrics The Limited KPI Rate Notes Responder Rate 10.05% % responding to recommendations Total Conversions 23.62% % of total conversions after interacting with recommendations Recommendation Demand 9.26% % of sales as a result of recommendations Avg. Order Value Responders vs. Non-Responders Conversion Rate Responders vs. Non-Responders $169 vs. $ % Vs. 1.33% AOV is $64.00 higher for those who interact with recommendations Those who interact with recommendations convert at a much higher rate Items per Order 6.12 Up from 3.66 just since January Metrics based on Certona Reporting June 2013
10 Extending Success to The Limited to extend web Personalization success to Interested in leveraging personalization in: Marketing s Welcome Promotional Remarketing s Cart abandonment Browse abandonment Transactional s Purchase Confirmation
11 Ex. Profile/Real-Time Example Customer Profile for s Following: Female From San Diego Price Sensitivity $75 or Less Most Recently Viewed Tank Tops, Tees and Jeans The customer profile is enhanced with every interaction creating increasingly individualized experiences
12 Welcome To The Limited! Welcome Immediate engagement based on most recent browse activity Top Performing Personalization Types: Trending Best Sellers Top Rated Geotargeting Individualized Recommendations
13 It s Denim Season Promotional Product Recommendations Individualized Merchandised for Promotion Content and Creative Promotional offer Targeted Hero shot Related Video Related Article Ratings and Reviews Any digital Asset Personalized Offer Targeted Hero Shot Geotargeting Individualized Recommendations Tied to Offer
14 Did You Leave Something? Remarketing Up to 20% Conversion Rate* Cart Items Reminder Relevant Offer Ex. Free Shipping Threshold Individualized Recommendations: Similar Trending Finish the Look Business Rule Around Offer *on remarketing s sent within 24 hours Personalized Offer Abandoned Cart Item Free Shipping Threshold Individualized Similar & Co-Viewed To Help Her Reach Free Shipping
15 Thank You For Your Order! Transactional Most anticipated Take advantage of a nearly 100% open rate Individualized Recommendations for upsell Subsequently Purchased Co-Purchased Finish the Look Personalized Offer Upsell Individualized Recommendations Related To Promo & Purchased Items
16 Simple Implementation The Limited will leverage the Certona & Experian Marketing Services Partnership Certona & Experian Marketing Services Technology Suites are pre-integrated enabling: Streamlined implementation process Easy campaign setup Testing for optimization
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