Best Use of Personalisation
Black Friday has the potential of being a confusing customer experience with a variety of discounts and messaging onsite. Customers often struggle to find an offer that suits them, something that is noticeable in metrics such as increased bounce rate. At Adobe, the customer is at the centre of everything we do. To make the customer journey relevant and straightforward, we created a set of different experiences where we matched audiences to the relevant offer. Audiences were modelled by onsite behavioural data and parameters. Expanding on the standard execution, we created a variation of supercharged experiences – bigger, bolder, and suited to each audience. Using data, we identified the optimal touchpoints across the site for each of our audiences and surfaced copy, messaging, and page layouts that research suggested most relevant. A small control group was kept to accurately measure the lift and gain further insights. The improved, relevant experiences drove $756k incremental revenue and 5.8% conversion rate lift. Bounce rate was also reduced, and funnel progression was higher versus the control, proving the success of making the customer experience relevant for our audiences. Our learnings will be key for creating an even more successful, personalised event next Black Friday.
Dynamic Yield & OFFICE Shoes – How Dynamic Yield helped OFFICE.co.uk create tailored digital customer experiences with personalisation
Leading UK shoe retailer OFFICE needed to find a way of closing the gap between athletic and fashion footwear, helping it remain relevant in an incredibly competitive marketplace. To do this, it knew it had to create a much more streamlined customer journey on its eCommerce site that would promote higher engagement and boost purchase rates, so it turned to personalisation platform Dynamic Yield for support.
It’s no secret that year over year, more people than ever are shopping right from their homes, forcing businesses to adapt faster than ever to meet the increasing demands of today’s digital shopper. For many businesses, this constant evolution feels complex and nearly impossible to keep up with.
Then there’s Evenflo, a global leader in the development of innovative infant care and juvenile products, who embraced that being able to understand their consumer’s needs would enable them to deliver a world-class digital shopping experience.
By partnering with Jebbit, Evenflo created a personalized online shopping experience leading to increased engagement and increased conversions through a Product Match Quiz. This helped Evenflo to understand exactly ‘WHO’ was shopping for car seats / strollers and ‘WHAT’ their needs were!
FoundIt! – Revolutionising Personalisation to win in a cookieless future
FoundIt! Is disrupting the field of personalisation in a cookieless future and is fundamentally different from other businesses in this category. Our technology simultaneously solves challenges with personalisation AND the shopping and browsing experience of large (1000+ products) ecommerce websites.
Through plugins to analytics, crawls, feeds and 3rd party data sources, our AI is able to build up a data picture of customer intent on any ecommerce site. This approach solves the problem of reliance on cookies (cookies are not necessary for FoundIt! Personalisation) and avoids showing shoppers items they have already purchased or considered but decided not to buy.
Then FoundIt! Creates a user experience that is seamless with the ecommerce website’s own navigation, offering a way to expedite the browsing experience, and get customers to where they want to go with less effort, less aggro, and fewer clicks. We have pioneered this approach to personalisation across multiple sites like Selfridges, Net-a-Porter, Marks & Spencer’s, Secret Sales, and more.
Namogoo – Personalization with non-PII data
Namogoo is the world’s first “Digital Journey Continuity” platform, helping global brands shape their eCommerce customer journeys to fit each shopper’s needs. Namogoo’s platform, which supports some of the largest names in eCommerce, adapts to each customer visit in real time, lifting conversion rates while maintaining retailers’ margins. The company accomplishes this through a suite of innovative marketing technology solutions, and has increased digital revenue for clients by $5 billion, average ROI by 10x, overall CVR by 1.5-5% and decreased journey abandonment by 15%.
Some of Namogoo’s most significant personalization products include “Intent-Based Promotions,” which predicts and individualizes the most effective minimum promotion for each visit; “Customer Journey Operating System,” which provides the underlying infrastructure to power all customer journeys in real time; and “Personalized Email and SMS,” which engages customers with personalized campaigns across social, email and SMS to win more sales.
For example, Namogoo helped WAG, an Australian-owned premium natural pet food brand move beyond random flash sale promotions, giving them a strategy that would help them increase sales without hurting their margins. Using Intent-Based Promotions, WAG was able to turbocharge revenues by 30%, all while reducing ad spend by 20% due to the conversion rate uplift.
Nosto – Dermalogica Face Mapping Personalisation
Global skincare giant, Dermalogica, had long been reaping the benefits of Nosto’s commerce experience platform when the pandemic struck, forcing store closures and prompting them to invest more heavily into their on-site personalization.
Nosto helped Dermalogica imitate the crucial sales touchpoints they employed in store (personalized skin consultations, upsell conversations, and second visit experiences), upping conversions, average order value, click-through rates, and more.
RevLifter – Unlocking a Multi-Billion Pound Opportunity
RevLifter helps retailers across all verticals to solve their biggest eCommerce challenges through personalised offers and content, leading to an average conversion rate (CVR) boost of +30% and a +20% uptick in average order value (AOV).
What’s made the past year even more special is the external happenings that have validated both RevLifter and the personalised deal movement. In September 2021, a report outlined that redirecting 25% of mass promotional spending to personalised offers would generate $70 billion in extra annual revenue.
Unlike many other tech trends, RevLifter is the only provider specialising in personalised deals. In just 12 months, it has rolled out a host of new features and offer types, onboarded some of the biggest names in online retail, and introduced a reporting platform to track all the incremental revenue it’s generating in real-time.
From helping plant trees in exchange for app usage to enabling boohoo to increase customer LTV, the past year has seen RevLifter showcasing a groundbreaking movement within personalisation and eCommerce on the whole.
Sainsbury’s Supermarkets – My Nectar Prices on Smartshop
Whilst loyalty programmes and special offers are abundant in Grocery retail, with My Nectar Prices on Smartshop, Sainsbury’s has changed the game when it comes to leveraging the power of personalisation!
At Sainsbury’s, we are striving to help everyone eat better. We are committed to offering our customers excellent value for money whilst providing them with an outstanding shopping experience.
With this in mind, in 2021 we launched a distinctive and innovative proposition: truly personalised pricing.
We already had Nectar Offers as a digital proposition for customers but wanted to give our customers something more. More value, more relevance, and more reasons to love shopping at Sainsbury’s.
My Nectar Prices are regularly refreshed, personalised offers, powered by a cutting-edge machine learning model that gives customers unique discounts of up to 30% off the products they love and frequently buy.
These offers are automatically added to each customer’s account and applied during eligible shops made with Sainsburys SmartShop – our scan-as-you-go technology available in over 1300 UK stores. Meaning digital Nectar customers don’t have to do anything except enjoy the best possible value for their favourite products!
Cookies have crumbled: as Google culls tracking cookies on its platform next year, how can ecommerce brands identify – and effectively market to – customers digitally in the new cookie-free retail landscape, where tracking, end-user consent, privacy and trust are being put under the microscope?
Wunderkind is a leading performance marketing engine that helps retailers future-proof their operations to:
- Identify, reach and engage increasingly ‘invisible’ shoppers
- Grow 1st party data, at pace and scale, to create truly personalised digital CX
- Optimise owned channels to acquire new customers, rather than ‘renting’ audiences
- Re-invigorate customer engagement to drive long-term loyalty and customer lifetime value (CLV) organically
It does this by scaling one-to-one messages for top brands, who use Wunderkind to remember who users are better than ever before, allowing them to deliver high-performing, personalised messages on websites, through emails and texts, and in ads at a scale that’s not otherwise possible.