agile merchandising - episerver.se · products purchase history promotional activity physical...
TRANSCRIPT
Agile Merchandising Michael Mokhberi, 2012-11-08
The Must-Win-Battles of merchandisers
?
2000-2005: How can I get my site up & running with
good availability and speed?
2005-2010: What should I show here to optimize
the conversion rate of this zone?
2011-2015: How can I use this zone to
optimize the life time value
of this visitor?
Attract
$$ Convert Repeat
Relevance Relevance Relevance
Trying to approach Context through Segmentation
Segmentation
But today’s customer is more demanding
The many dimensions of Context
Sold: 125 Over: 6 months
Sold: 90 Over: 1 week Displays: 240 Session history: 6 views
Sold: 25 Sold: 110 Over: 3 weeks Displays: 200 Session history: 1 purchase
Sales numbers
Time frame
Conversion
Session history
Stock level
Price
Trends
..
Sold: 100 Over: 1,5 week Displays: 600
Universe of actions Universe of non-actions
Ʃ Non-actions = 31 Ʃ Actions = 3
Our latest findings in research conducted with Vinnova
Managing multi dimensional context
Products
Purchase
history Promotional
activity
Physical
location
Touch point
Browsing activity
Search criteria
Ratings and
reviews
Stock
availability
Content for You
Navig
ati
on
fo
r Y
ou
Banner for
You
My Content
SALE
Behavioral
Merchandising
Behavioural data
Sophisticated mathematics
Unified
Relevant
Self-learning
Commerce Intelligence - scratching the surface
Real-time answers to questions such as:
• What products/ads/campaigns/content am I not showing enough – right now?
• What products/ads/campaigns/content am I exposing too much – right now?
• What is the persona/profile of this user – based on observed history/behavior?
• Which micro-segments are boosting/lowering my conversion rate – right now?
Tyson Gay
Second fastest human in the history
of 100 meters
Being #2 is not as cool as being #1!
Do YOU want to run...
... or do you wanna win?
