dynamic merchandising - activate your range online - online retailer 2012 - stefano girolimetto and...
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ACTIVATE YOUR RANGE ONLINE DYNAMIC MERCHANDISING
Stefano Girolimetto The North Face & Vans
Jeremy Glass Permission
! Merchandising: The art of Personalization ! The Social Graph of Shopping ! Implementing personalization
Vans & The North Face case ! Conclusions
TODAY’S PRESENTATION
RELEVANCY DRIVES VALUE
Maximizing revenues for online retailers & brands
while
Minimizing information irrelevancy
for consumers
THE PURPOSE OF PERSONALIZATION
Demographic
! Age ! Gender ! Location ! Browser
“24 year old Male from Sydney using Internet Explorer”
Behavioral
! Search ! Click ! Add-to-cart ! Purchase
“Most recent purchase: surfboard”
TWO APPROACHES
Which products are most relevant to this individual
consumer, right now?
Which consumers are likely to be interested in this type of
product or brand?
THE SOCIAL SHOPPING GRAPH
VISITS
CARTS
ORDERS
DISPLAYS
CLICKS
PERSONALIZED COMMERCE
ADVERTISING, MERCHANDISING & RETENTION
RETENTION
NOT JUST FOR MERCHANDISING USE
Launch of The North Face in “startup style” 31% increase Y/Y with 3 local stores Re-launch, expansion in new countries Launch of Vans with 6 local stores
End 2009 End 2011 March 2012 July 2012
Focus on customer centric approach
Personalization of the whole experience
VANS & THE NORTH FACE ONLINE
A Challenge
Two Objectives
Three Goals
Pan-European multichannel project in different languages and currencies
Automate merchandising with a varied assortment Create a personalized and localized experience
Leverage, expose a broader assortment Drive incremental revenue Personalize experience for product research
BUSINESS REQUIREMENTS
BEST PRACTICE ETAILING
ATTRACT
CONVERT
UPSELL
CROSS-SELL
RETAIN
SHOPPERBEHAVIOR
(PERSONALIZEDNEWSLETTERS)
(PERSONALIZEDADVERTISEMENTS)
PERSONALIZEDLANDING PAGES
“People who came here searching for ...,
ended up buying ...”
PERSONALIZEDSEARCH PAGES
“People searching for ...ended up buying ...”
PERSONALIZEDCATEGORY PAGES
“People who viewed the items you have, also considered ...”
PERSONALIZEDPRODUCT PAGES
“People who viewed this item, also considered ..:”
PERSONALIZEDADD-TO-CART PAGES
“People who bought this item, also bought ..:”
PERSONALIZEDCHECKOUT PAGES
“People who bought the items in your cart,
also ordered ..:”
PERSONALIZEDPERSONAL PAGES
“Welcome back! People who bought the items you have,
also bought ...”
! Improvement in product photos ! Inspirational videos about key
products ! Landing pages with multimedia
elements
EXECUTION & RESULTS - 1 Better user engagement
! Specific banners per local site in multiple key pages
! Each local store is managed separately from the others
! Multiple logic per banner based on customer behavior
How we faced the challenge
EXECUTION & RESULTS - 2
EXAMPLES – Product Pages ! Combination of
browsing and
purchasing history
recommendations
! Increase visibility,
up-sells and cross-
sells based on user
preferences
EXAMPLES – Category Pages ! Logics restricted to category/gender to increase relevancy
! Business rules allow to achieve brand-specific goals
! Recommendations generated 150K banner clicks in 3 months
! Product visibility greatly improved, 2.5% CTR last 3 months
! Selling a broader assortment, AOV +15% and UPT +6% Y/Y
! Contribution to a 115% incremental revenue (90% comp) Y/Y
Results we achieved
EXECUTION & RESULTS - 3
! Personalization requires dedication and investment...
! ... but it strengthens the brand across all channels
! Incremental continuous improvements make the difference
! Recommendations without strategy are inefficient
! Tailoring the experience to each user is powerful
WHAT WE LEARNED
! Explore new areas of use with landing pages, e-mails,
marketing pages, campaigns
! Leverage new data sources like social media, product
reviews, retailer websites
! Tailor the experience to the user and exploit new
personalization logic
NEVER STOP EXPLORING
! You are what you buy
! Personalization works
! Never stop exploring
CONCLUSIONS
FIND OUT MORE – ASK PERMISSION
- AVAIL Exclusive Australian partner
- Visit stand 1400 opposite
conference entrance
- Pick-up merchandising report
- Call (02) 8024 5400
- Visit www.avail.net
Thank you