"consumers and new technologies: a marketing perspective" course 3 product management on...
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"Consumers and New Technologies: A Marketing Perspective"
Course 3 Product management on the Internet: Personalisation
and customisation
Jacques Nantel Ph.D
May 2003
Nature of the information collected
• A site can identify– Country of the server– Type of server– Type of browser– I.P adress
For the computer not the consumer• Cookies• Extended cookies• File• Passport• Combination of various sources
What we can follow with logs
• Nb of clicks
• Click streams
• Average time per page
• Links between sites
• Buying patterns
• More if information is kept on an adv. server
What can be done with the information
• Nothing
• Ad. placement
• Data base analysis and reselling of info
• Personnalisation– «Customization (rules-based systems)– Collaborative filtering– Open Profiling Standards
My Virtual Model
My Virtual Model offers :
1. My Virtual Model Dressing Room Personalization, visualization, garment try-ons, mix &
match
2. My Virtual Model Fit Size/Fit recommendations to decrease uncertainty and
product returns
3. My Virtual Model Imail Interactive Communication Tool with personalization and
visualization for rapid conversion
4. My Virtual Model Network & Data Shopping behavior data from a network of 3.5 million users
My Virtual Model Experience
•My Virtual Model Dressing Room
• • Visualization and product sampling with garment try-on
(average of over 20 garments try-on per session).
• Mix & match of different brands
• Personalization through Model creation and collection
of shopping behavior data
My Virtual Model experience
•My Virtual Model Fit : o
• Size/Fit recommendation tool to reduce uncertainty about shopping for apparel on-line, and to increase customer satisfaction
• Reduces product returns (over half of product returns are attributed to incorrect size/fit)
•
My Virtual Model experience
•My Virtual Model Imail
• Communication Tool providing product visualization and try-on within a customer’s email
• Targeted marketing with customized product offers
My Virtual Model experience
•My Virtual Model Network and Data
• Data on customers (model characteristics, height, weight, measurements)
• Shopping behavior information (style, color, try-on
frequency, garment type/characteristics)
• Multi-dimensional, multi-layer product categorization
(coded as part of the 3D rendering process)
My Virtual Model experience
Needs, Benefits ,Solutions
Product sampling, Visualization with mix & match
Increases conversion rate (+34% with Lands’ End) Increases Average Order Value, with enhanced shopping experience (+66% with Lane
Bryant, +11% with Lands End)
Solution : My Virtual Model Dressing Room
Size/Fit problems relating to variations between retailers and garments direct impact on net revenues with reduction in total return costs (handling,
restocking, seasonal perishability, markdowns) increase in customer loyalty and satisfaction, decrease in uncertainty about shopping,
decreased fear of returns, increase in likelihood to buy Solution : My Virtual Model Fit
Benefits analysis
Needs, Benefits ,Solutions
Customer communication tool with targeted message
Accelerates Amazon customer conversion to Apparel purchases Accelerates the Customer Profile creation with shopping behavior information Increases Customer Retention
Solution : My Virtual Model Imail
Product recommendations based on consumer preferences Increases customer satisfaction and buying through more appropriate
recommendations based on try-ons (style, color, characteristics) Provides multidimensional shopping behavior data for targeted style advice Enables rich data analysis of customer profiles
Solution : My Virtual Model Network and Data
Benefits analysis
Land’s end
Web-based Personalization
• Personalized services
–My Virtual Model
–My Personal Shopper
• Personalized products
–Lands’ End Custom
My Virtual Model
• 13% of landsend.com visitors use it
• 34% higher conversion rate
• 7% higher average order value
My Personal Shopper
• 80% higher conversion rate
• 10% higher average order value