why personalization contains more than just on-site recommendations: practical examples for closed...
TRANSCRIPT
![Page 1: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/1.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/2.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/3.jpg)
WHAT IS PERSONALIZATION?
![Page 4: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/4.jpg)
CUSTOMER SALES PERSON
Base: Dialogue with customer
ORIGIN: POINT OF SALE
![Page 5: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/5.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/6.jpg)
HOW DOES THIS WORK IN E-COMMERCE?
![Page 7: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/7.jpg)
CUSTOMER
WWW.SHOP.COM
?
THERE IS NO REAL DIALOGUE LIKE AT POS.
![Page 8: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/8.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/9.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/10.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/11.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/12.jpg)
EXAMPLES FOR A SUCCESSFUL & INTELLIGENT ON-SITE PERSONALIZATION (… like a good sales person would do it)
![Page 13: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/13.jpg)
• INTELLIGENT product suggestions
• Ranking based on customer behavior
EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.
![Page 14: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/14.jpg)
• INTELLIGENT search
result ranking
• Continuously improved
by Reinforcement
Learning
EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.
![Page 15: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/15.jpg)
• 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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/16.jpg)
INTELLIGENT ① alternatives and
② outfit-completing recommendations
①
②
EPOQ RECOMMENDATION SERVICE:
ON-SITE PRODUCT RECOMMENDATIONS.
![Page 17: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/17.jpg)
INTELLIGENT recommendations
(accessories)
EPOQ RECOMMENDATION SERVICE:
ON-SITE PRODUCT RECOMMENDATIONS.
![Page 18: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/18.jpg)
INTELLIGENT, customer driven ranking
EPOQ GUIDED SELLING: INTUITIVE SHOPPING CONSULTANT.
![Page 19: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/19.jpg)
BUT: PERSONALIZATION SHOULD BE
OMNI CHANNEL
![Page 20: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/20.jpg)
E-MAILS PRINT
POS
MOBILE DISPLAY
ADS
ON-SITE
![Page 21: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/21.jpg)
• Personalized
Newsletter-recommendations
• calculated once the
e-mail is opened
EPOQ UNIQUE NEWSLETTER:
PERSONALIZED E-MAILS.
![Page 22: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/22.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/23.jpg)
• Personalization in
Lifecycle Mails • recommendations adapt
to the child‘s age
• Usage of external CRM
data
EPOQ UNIQUE NEWSLETTER
![Page 24: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/24.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/25.jpg)
Personalization for mobile devices and apps
– for a consistent brand awareness
![Page 26: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/26.jpg)
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
![Page 27: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/27.jpg)
Personalized parcel inserts with
recommendations related to the order
![Page 28: Why personalization contains more than just on-site recommendations: Practical Examples for closed loop of an omnichannel personalization Thorsten Mühling Epoq](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/28.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/29.jpg)
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](https://reader031.vdocuments.mx/reader031/viewer/2022030302/587dcf951a28ab5b5b8b5319/html5/thumbnails/30.jpg)
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]