2017 Personalization Report Card - Reflektion...• Retailer focused audit ... their shopping habits when switching between devices. IF YOU FOLLOW UP, I’LL REWARD YOU. 71% of consumers

PROPRIETARY AND CONFIDENTIAL

2017 Personalization

Report Card

T U E S D A Y , M A Y 9 , 2 0 1 7

W E B I N A R

Grading the Top 100 Online Retailers


• Research conducted by

The Internet Retailer research team –

lead by Director of Research,

Stefany Zaroban and

Research Analyst, Jessica Youn

• Retailer focused audit

• Consumer focused survey

• Compiled a list of top North American retailers

by web sales numbers (minus marketplaces,

entertainment hubs, deal sites, food delivery)

• Visited sites 3 separate occasions with at least

24 hours between visits (using same browser

for first 2 visits and third was via mobile)

• Did not clear browsing data between visits

• Set up accounts

Q U I C K R E T A I L E R S O V E R V I E W

O F M E T H O D O L O G Y

• Surveyed more than 500 consumers

• Representative sample of:

• Gender

• Ages

• Ethnicities

• Geographic Region

• Income Levels

C O N S U M E R S U R V E Y

M E T H O D O L O G Y

Consumer Survey

50%of consumers want retailers to

consider their browsing history

and online purchases when

customizing marketing for them.

K N O W M E .

60%

H E L P M E F I N D

W H A T I W A N T .

have purchased with greater

frequency as a result.

Shoppers enjoy seeing

related products;

R E M E M B E R M E .

69%of shoppers expect retailers to

remember them and recognize

their shopping habits when

switching between devices.

I F Y O U F O L L O W U P ,

I ’ L L R E W A R D Y O U .

71%of consumers return to

a retailer’s site to complete

the purchase after receiving

a cart-abandonment email.


We used to discuss whether

or not customers were

willing to let us use personal

data to personalize.

B A C K I N T H E D A Y


• For the results of this review we

have focused on first party data.

Shopping behavior only on the

retailers site.

• Leveraging their interests

relative to your brand to improve

their experience.

1 S T P A R T Y D A T A V S .

P R I V A C Y D A T A


Rising public awareness and

acceptance of data exchange.

…but they expect an exchange.

D A T A E X C H A N G E


I M P R O V E D E X P E R I E N C E

RetailerAudit

Product Recommendations

40%of retailers suggest relevant

products to a shopper based

on their last visit

Only

50%of the sites offered relevant

recommendations.

…even after login in, less than


K N O W I N G Y O U R C U S T O M E R

SEGMENTATION INDIVIDUALIZATIONMOST POPULAR


T H E M O S T P O P U L A R

M I S U N D E R S T A N D I N G

3people likeTaylor Swift

1 person likesKeith Urban

1 person likesFuture

2people likeBruno Mars

1 person likesChainsmokers

1 person likesKendrick Lamar

1 person likesBruce Springsteen

MUSIC EXAMPLE


• Historically used marketing

device

• Great for hitting a target

audience in broadcast medium

• Digital engagement is 2 way

S E G M E N T A T I O N : S O L I D 1 W A Y

M A R K E T I N G S O L U T I O N


• Understand the preferences

of the customer

• Understand the real time intent

• Respond to each new valuable

input

I N D I V I D U A L I Z E D :

H Y P E R T A R G E T E D

Site Search

15.5%of site searches prioritized results

around individual interests

Only

32%of the retailers used preview

search images as part of the

search process

Only


S I T E S E A R C H G O N E B L O W N U P

SYNONYM

MAPPING

MOST POPULAR

SEQUENCING OR

MERCHANDISER

CONTROLLED

AUTO

COMPLETE

It use to be Site Search functionality discussions

would be focused on three simple things:

1 2 3

If your site is stuck in this conversation,

it needs to broaden right away.


Amazon Alexa Apple Siri Facebook Chatbots

R O A D M A P T O M O R E

E N G A G I N G S I T E S E A R C H

BASELINE

AUTO-COMPLETE

MOST

POPULAR

PREVIEW

SEARCH

INDIVIDUALIZED RESULTS

NLP

UNIVERSAL SEARCH

PHOTO

SEARCH

CHATBOTS

VOICE ENABLED SEARCH

SOLIDADVANCED

(SOLID+)EDGE

Email

45%of the top 100 merchants

individualize email marketing

based on an individual’s site usage

49%delivered a cart-

abandonment message

25%of top 100 merchants sent

a browse-abandonment email


T W O D I F F E R E N T R E T A I L E R E M A I L S

TRIGGEREDPROMOTIONAL

• Generally generic

> Sale message

> New product introduction

• High volume

• Low response

• In response to specific user action

> Abandoned Cart

> Purchase

> Low Inventory

• Lower volume (user dependent)

• Higher response


T H E C H A L L E N G E I S H O W T O G E T T H E B E S T O F B O T H W O R L D S

Unified Customer

17%of retailers offered personalized

recommendations on mobile

devices after logging in

A paltry


U N I F Y T H E C U S T O M E R J O U R N E Y

R E G A R D L E S S O F D E V I C E O R C H A N N E L

USER A

DESKTOP

USER A

MOBILE

USER A

BRICK ANDMORTAR

USER A

DESKTOP

MOBILE BRICK ANDMORTAR

TURN THIS:

INTO

1. Know where you are!

2. Low hanging fruit with Behavioral email

3. Get closer to the shopper with smart recommendations

4. Imbed customer intelligence into site search

5. Create more engaging site search

(NLP + Universal = Voice Enabled Search)

6. Unify the shopper

S I M P L E S T E P S

T E S T Y O U R S E L F

Perform your own

personalization audit at:

reflektion.com


QUESTIONSreflektion.com


Kurt Heinemann

CMO, Reflektion

[email protected]

reflektion.com

reflektion.com/personalization-report-cardGet your own Personalization Report Card at:

Documents

2017 Personalization Report Card - Reflektion...• Retailer focused audit ... their shopping habits when switching between devices. IF YOU FOLLOW UP, I’LL REWARD YOU. 71% of consumers