OMNI Channel & personalization - building your success

2015 RichRelevance, Inc. All Right Reserved

Building OMNI channel

OMNI channel


Observations of omnichannel customers…

• 30% higher lifetime value than single-channel shoppers.

• Visit websites 15x more often than an average user – but they

also purchase more in store.

• 1% lift in site-wide revenue when store data sales incorporated

into their online recommendations.

• 50% of offline retail is influenced by online

Importance of Omnichannel


What Is Omnichannel Personalization?

eCommerceMarketing

Apps CRM/DMP 3rd PartyPOS +

Inventory

Customer

Service

PERSONALIZATIONCustomer experience data: Behavior, Preferences, History, Interactions

OMNICHANNEL DATA

OMNICHANNEL TOUCHPOINTS

Email Mobile Social Web Store(associate,

kiosk)

Contact Center(agent, chat)


The Omnichannel Personalization

Maturity Model™

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION

• 1-to-1 dialogue with customer,

regardless of channel

• Personalized catalogs

• Cross channel customer

matching

• Location-based targeting in-

store

• Custom applications

• Integrated POS for in-store

personalization: click and

collect, returns saver, e-

receipts

• Store assistant app for

clientelling

• Personalized interactions with

contact center agent app

• Omnichannel journey analytics

• Develop single view of the

customer

• Personalized mobile and tablet

apps using web, mobile, offline

data

• Integrated email for

promotions, cart abandonment,

receipts

• Digital journey analytics

• Cross device/cross ID

customer matching

• Refined personalization using

offline (POS) transaction

history

• Enhanced segments using

CRM or 3rd party data (Acxiom,

Merkle, etc)

• Connecting store to online with

local inventory at preferred

stores

• Individualized experiences on

site

• Personalized

recommendations, content,

promotions, sort and search

• Shopper preferences

influenced experiences

• Affinity/compatibility based

merchandising

LEVEL 1

LEVEL 2

LEVEL 3

LEVEL 4

LEVEL 5

Single touchpoint personalization using single channel data

Single touchpoint personalization using omnichannel data

Digital touchpoint personalization using omnichannel data

Non-digital touchpoint personalization using

omnichannel data

Realtime 1:1 interactions


ONLINE EXPERIENCEOMNICHANNEL PERSONALIZATION

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION


Personalized content and

promotions

Personalized product

discovery

Affinity/compatibility based

merchandising

Capturing shopper

preferences

Online ExperienceSingle touchpoint personalization using single channel data

SOLUTION

IMPACT

2-10% revenue lift site-wide using

various personalized experiences compared to none


OFFLINE INTEGRATIONOMNICHANNEL PERSONALIZATION

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION


POS Transactions• Orders

• Returns

Shopper Profiles• Legacy household data

• 3rd party segments

• Loyalty

Pro tip: Offer customers the ability to

save preferred store to account

DATA SOURCES

Offline IntegrationSingle-touchpoint personalization using omnichannel data


SOLUTIONEnhanced personalization by:

• Mapping online and offline shopper history

• Improving product & category purchase affinity models

• Improving product & category top seller models

Online Offline Omni.

INSIGHTSCustomers who buy both in stores and online on an

average:

• Spend 3x more than store-only customers and 7x more

than web-only customers

• Visit the web 3x more than web-only customers

• Spend 40% on the web and 60% in stores

POS Transactions Integration$1B Luxury Department Store in U.S.

IMPACT

1% revenue

lift site-wide using POS

transactions compared

to online data only


SEAMLESS EXPERIENCE: DIGITAL

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION

OMNICHANNEL PERSONALIZATION


- Login

- Anonymous

- Inferred

- Device

- CRM

- Loyalty

- Encrypted PII

- Device

- Social

- Explicit match

- Behavioral match3rd Party IDs

Retailer provided IDs

Native Personalization ID {rr}

Core User ProfileCUSTOMER MATCHING

Single View Of The CustomerMatch customers across sites, devices and channels


Single View of the CustomerChannel-agnostic user profile service


SOLUTIONKalahari developed personalized mobile site and app with

• Automated merchandising to surface the right product

• Key strategic placements in the right place

• Wider visible range to discover more products upfront

• Effective promotions based on replenishment strategies

KPI Lift

Revenue from app (% of total revenue) 25x

App conversion ~4x

Orders placed through app 30x

Revenue attributable to recommendations 30%

Mobile Site Mobile App

IMPACT

Mobile PersonalizationKalahari.com – eCommerce retailer with 8M products in South Africa


SOLUTION• Emails triggered on shopper events

• Abandoned cart

• Brand or category views

• Brand or category purchase

• Embedded personalized content and promotions

• Embedded personalized recommendations

KPI Lift

Campaign sales 20.2%

Conversion 8.4%

AOV 4.8%

50-50 A/B test with recs in email vs. no recs in email

IMPACT

Email Personalization2.3B Euro B2B office supplies retailer in Germany

PRODUCTS SIMILAR TO ONES IN YOUR CART


SEAMLESS EXPERIENCE: PHYSICAL

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION



Seamless Physical ExperienceNon-digital touchpoint personalization using omnichannel data

• Integrated POS for in-store personalization: click and collect,

returns saver, e-receipts

• Store assistant app for clientelling

• Personalized interactions with contact center agents or live chat

• Omnichannel journey analytics

Pro tip: Use email personalization to

drive store traffic


SOLUTIONLeveraging an integrated technology solution developed by

Oracle, YESPay and RichRelevance, “Project MAX” enables

sales associates to locate and sell a product anywhere in the UK

supply chain, by scanning or searching product names or

descriptions using in-store mobile POS tablets.

IMPACTProject MAX stores vs. non-MAX stores

• 133% increase in AOV

• Increase in one item per check out basket

• Reduced returns by 2%

• Improved customer experience: 84% “excellent” rating

Store Associate ApplicationMonsoon Accessorize: Apparel and accessories retailer

with 1,400 stores in 74 countries


SOLUTIONThe kiosk experience that we developed served as a

genuine queue-buster and aspirational introduction. With

product recommendations, we have created an “endless

aisle” experience that showcased the entire range of the

cross channel catalogue.

3000 + 65% vs. 19% 8% vs. 3%*

IMPACT

• Application is live on kiosks in 1000 stores worldwide.

• A customer experience platform that successfully

connects the dots of the in store journey.

Personalized Kiosk ApplicationMarks and Spencer: $15B Multi-national department store


OMNICHANNEL INNOVATION

ONLINE

EXPERIENCE

OFFLINE

INTEGRATION

SEAMLESS DIGITAL

EXPERIENCE

SEAMLESS PHYSICAL

EXPERIENCE

OMNICHANNEL

INNOVATION



Omnichannel Innovation

• Tailored algorithms and applications

• Personalized catalogs

• Cross channel customer matching

• Location-based targeting in-store

• 1-to-1 dialogue with customer, regardless of channel

Real-time, 1:1 innovative interactions

Pro tip: Take steps to break down silos across e-commerce, retail and marketing

functions, approaching programs with the same channel agnostic view as the consumer.


SOLUTIONUsing Build-your-own-strategy, Wine.com can quickly

develop, test and measure innovative new

recommendation algorithms that leverage real-time

access to customer data—without having to build out

the I.T. architecture required to do so.

IMPACT

Tailored Personalization AlgorithmsWine.com: Ecommerce wine merchant in U.S.

with 13,000 different bottles

Tailored Algorithm

IMPACT:

30% higher revenue from tailored algorithms


IMPACTDuring the peak shopping season in late November and early December,

Magic & Sparkle gift app was immensely popular: 4K likes, 40K followers and

3M YouTube views.

Those shoppers who used the gift finder tool had a 12% higher conversion rate

than other shoppers and generated 85% higher revenue per session.

SOLUTIONM&S chose to collaborate with creative agency AKQA and RichRelevance

personalization platform to develop a gift finder tool could save its team from

time-intensive manual merchandising and deliver personalized product

discovery.

With the goal of maximizing the experience through relevance, RichRelevance

developed a real-time API that could return matching gifts based on shopper

personas such as “Greatest Gran”, “Little Prince”, or “One of the Girls”.

Gift Finder ApplicationMarks and Spencer: $15B Multi-national department store


Thank you


www.diginetica.com

[email protected]

+7 (495) 134-2435

OMNI Channel & personalization - building your success

Retail

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