Why personalization contains more than just on-site recommendations: Practical Examples for closed...

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WEBRAZZI SUMMIT 2015 | 21 st -22 nd October 2015 WHY PERSONALIZATION CONTAINS MORE THAN JUST ON-SITE RECOMMENDATIONS Practical examples for a closed loop of an omni channel personalization.

Transcript of Why personalization contains more than just on-site recommendations: Practical Examples for closed...

Page 1: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

WEBRAZZI SUMMIT 2015 | 21st-22nd October 2015

WHY PERSONALIZATION CONTAINS MORE THAN JUST

ON-SITE RECOMMENDATIONS Practical examples for a closed loop of

an omni channel personalization.

Page 2: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

2,4 Mrd requests

224 Mio personalization

turnover

17 countries

In use in

~ 100 releases/

updates

SEARCH.

RECOMMENDATION

SERVICE.

UNIQUE NEWSLETTER.

ABOUT EPOQ

Figures of 2014

GUIDED SELLING.

„WE OFFER INTELLIGENT AND EASY TO INTEGRATE SERVICES (SAAS) - BASED ON OUR EXPERTISE IN PREDICTIVE ANALYTICS -

FOR AN UNIQUE REAL TIME-PERSONALIZATION IN E-COMMERCE.“

Page 3: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

WHAT IS PERSONALIZATION?

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CUSTOMER SALES PERSON

Base: Dialogue with customer

ORIGIN: POINT OF SALE

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Using

experience

Commit to

the

customer

http://www.blickpunkt-sh.com/wp-content/uploads/2011/01/Stefan_Schl%C3%B6gl_Angelika_Been_Peter_Matthiesen_10_15_IMG_8048.jpg, http://www.fairkehr-magazin.de/uploads/pics/einkaufen

_laniusGLO_2687.jpg, http://www.stuttgart-tourist.de/img/c/c/d/k/i/n/f/c/einkaufen-in-reutlingen-wochenmarkt.jpg, http://peteratkins.de/blog/wp-content/uploads/2013/10/05_MTM_2012_S_0241.jpg

„Knowing“

the

customer

PERSONALIZATION AT POS MEANS

Target: SHOPPING EXPERIENCE

1

Individual

consulting

2 3 4

Page 6: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

HOW DOES THIS WORK IN E-COMMERCE?

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CUSTOMER

WWW.SHOP.COM

?

THERE IS NO REAL DIALOGUE LIKE AT POS.

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CLICKS & PURCHASES

WWW.SHOP.COM

BUT: THE CUSTOMER COMMUNICATES WITH CLICKS & PURCHASES.

Page 9: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

GENERATING A KNOWLEDGE BASE by collecting clicks and purchases (100% of the traffic)

Page 10: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

BUT: PERSONALIZATION SHOULD BE

MORE THAN JUST TRACKING CLICKS & PURCHASES

Page 11: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

Commit to the customer

Use experience

„Knowing“ the customer

Individual consulting

Individual behavior

PREDICTIVE ANALYTICS

Reinforcement Learning

Knowledge base

PERSONALIZATION SERVICES

Recommendations/Guided Selling

Intelligent Personalization in E-Commerce Personalization at POS

Target: SHOPPING EXPERIENCE

= = = =

1

2

3

4

Page 12: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

EXAMPLES FOR A SUCCESSFUL & INTELLIGENT ON-SITE PERSONALIZATION (… like a good sales person would do it)

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• INTELLIGENT product suggestions

• Ranking based on customer behavior

EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.

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• INTELLIGENT search

result ranking

• Continuously improved

by Reinforcement

Learning

EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.

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• INTELLIGENT product recommendations

• Based on individual behavior & purchase

history

EPOQ RECOMMENDATION SERVICE:

ON-SITE PRODUCT RECOMMENDATIONS.

Page 16: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

INTELLIGENT ① alternatives and

② outfit-completing recommendations

EPOQ RECOMMENDATION SERVICE:

ON-SITE PRODUCT RECOMMENDATIONS.

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INTELLIGENT recommendations

(accessories)

EPOQ RECOMMENDATION SERVICE:

ON-SITE PRODUCT RECOMMENDATIONS.

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INTELLIGENT, customer driven ranking

EPOQ GUIDED SELLING: INTUITIVE SHOPPING CONSULTANT.

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BUT: PERSONALIZATION SHOULD BE

OMNI CHANNEL

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E-MAILS PRINT

POS

MOBILE DISPLAY

ADS

ON-SITE

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• Personalized

Newsletter-recommendations

• calculated once the

e-mail is opened

EPOQ UNIQUE NEWSLETTER:

PERSONALIZED E-MAILS.

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Personalized Trigger Mails –

e.g. Birthday-, Return- & Outfitmail

EPOQ UNIQUE NEWSLETTER

Page 23: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

• Personalization in

Lifecycle Mails • recommendations adapt

to the child‘s age

• Usage of external CRM

data

EPOQ UNIQUE NEWSLETTER

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RESULTS: SHOWN IN OUR CASE STUDY*

higher Conversion Rate

higher Turnover / opened e-mail

+150%

+65%

higher Click Rate +46%

TOPSELLER Products, which are frequently bought.

PERSONALIZATION Personlizaed recommendations based on individual customer behavior.

* Please contact us, if you are interested in the case study.

Page 25: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

Personalization for mobile devices and apps

– for a consistent brand awareness

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Future Trend: Show recommendations or alternatives in the fitting room

http://www.magicmirror.me/, http://www.phizzard.com/Start

Displays with barcode scanners Magic mirror with

integrated display

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Personalized parcel inserts with

recommendations related to the order

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MAILS PRINT

POS

MOBILE DISPLAY

ADS

ON-SITE

INTELLIGENT OMNI CHANNEL PERSONALIZATION

Page 29: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

MAILS PRINT

POS

MOBILE DISPLAY

ADS

ON-SITE

CLOSED LOOP CLOSED LOOP

Consistent & Holistic Brand Awareness

Higher Conversion Rate

Customer Loyality

Higher Turnover

Maximum Relevance

EFFECTS OF AN INTELLIGENT OMNI CHANNEL PERSONALIZATION

Page 30: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization  Thorsten Mühling Epoq

PARTNER OF

THANK YOU. PLEASE FEEL FREE TO CONTACT US:

Thorsten Muehling

CEO & Founder

epoq internet services GmbH

Am Rueppurrerr Schloss 1

76199 Karlsruhe

GERMANY

phone: +49 (0) 721 89 334-0

fax: +49 (0) 721 89 334-199

mail: [email protected]

web: www.epoq.de

Metricsotuzdört Bilişim

Hizmetleri ve Tic. A.Ş.

Maslak Mah. Akasya Sok.

Mashattan B2 / D32

34398 Sarıyer Istanbul

phone: (212) 330 34 01

mail: [email protected]