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Effective personalization for better consumer experiences
K E E P S P O I L I N G Y O U R C O N S U M E R S
E-BOOK • Keep spoiling your consumers
To stay in the game, you’ve got to provide a
frictionless experience everywhere, one with zero
learning curve. That means every action must be
glance-at-your-phone intuitive.
You’ve also got to be available wherever your
consumer is whenever your brand name crosses
their mind — at work, on the subway, even in bed.
At every touch point, your brand must greet them
with a consistent face that’s memorable and
engaging.
Why is this critical to business success?
Consider that 86% of customers who have a great
experience will repurchase, and customers with
the best experiences spend 140% more than
those who have poor ones. That’s a huge bottom-
line difference for your business.
And it means you’ve got to deliver to consumers:
• The products they favor before they ask
(but not in a creepy way)
• The prices they want (and they will compare)
• The buying options they prefer (or they’ll drop)
And on top of that, the whole journey must be
flawless. If all those stars don’t align, then you’re
losing business. And, by the way, consumers don’t
care if you’re a small, mid-sized, or multi-national
enterprise. It’s the experience that matters.
Fortunately, in the past 10 years cloud computing
has advanced to become a place where these
goals are easier to achieve. In this e-Book, we’ll
show you the strategies that have proven to
deliver personalized experiences at scale with
consistent and reliable management of content
across any media.
Consumers are spoiled. And it’s your job to keep spoiling them.Just glance down at your phone and you’ll see it. The quality of
consumer interactions has increased exponentially in the last 10 years.
E-BOOK • Keep spoiling your consumers
What’s keeping you from advancing to a complete consumer experience?
There are any number of things keeping businesses from achieving a new level
of consumer engagement. From board rooms to creative drawing boards,
everyone in business is dealing with some version of these consumer challenges:
Content is all over the place
If you have more than one person working on your content, then you must
manage how it gets delivered. Multiple systems make it difficult to manage and
deliver content at scale, from copy versions to imagery, and beyond.
Uncoordinated content management can lead to lost efficiency, and even lost
revenue. For instance, does your pricing system integrate with your image
library? If it does, then a new promotion is much simpler to launch.
Too much data — not enough insight
This is the quandary of the big data age. Everything can be recorded, but
nothing can be considered. You’ve got tons of data, but no way to efficiently
aggregate it from its myriad sources. And further, how do you make it visible
for your experts to organize, and distill meaningful analysis? And do it all in
real time?
Customers get treated like you’ve aggregated them, not like you know them
Your consumer who’s standing on a street corner with a smartphone expects
consistent, outstanding, and relevant interactions every time. It’s the new
standard. You need to be there for them as the same partner who spoke with
them before and knows what they want this time.
That means serving up relevant offers and products based on that knowledge.
This is no longer a “nice-to-have.” Contextual knowledge is now competitive
table stakes.
E-BOOK • Keep spoiling your consumers
You don’t act the same on every channel
It’s simple. Consumers expect the same brand experience wherever they
encounter you. You must be providing something relevant to their needs, in a
fresh way that uses the channel seamlessly.
When consumers don’t get these things, many companies see above-average
drop-off rates in their digital channels; but they can’t figure out why because they
also don’t have visibility into holistic customer journey metrics. That’s precisely
because they’re having difficulty managing, delivering, and tracking content at
scale across all channels.
And because they can’t see the outcomes, naturally they can’t measure them.
When you can’t measure, you can’t analyze and adjust your response. That
means you’ll continue to fail to meet consumer expectations for personalized
experiences, particularly in the digital realm. It’s a self-perpetuating cycle.
Digital experience marketing: Every touch is part of something bigger
What is digital experience marketing? It’s an approach that accounts for every
interaction the consumer has had with you. When digital experience marketing
is done correctly, each touch builds on the last, providing greater meaning
and better results.
Doing that requires three basic elements:
• Contextual intelligence: Gives the information you need about consumers
• Content management: Ensures the content you manage is more relevant
• Omni-channel automation: Enables automatic delivery of the right message
to the right person in the right context
E-BOOK • Keep spoiling your consumers
Inbound sources
For those consumers visiting your websites, you’ll want to
consider where they’ve clicked, but more important, why. If it’s
in response to a paid search that’s promoting a specific product
or service, chances are they are interested in that product or
service. Base your response on that.
Make your response consistent with the offer the consumer
expects — upsells should be complementary. If your site’s visitor
came from an outbound email, you know they’re likely an
existing customer — or a prospect you’ve had some interaction
with. Treat them like you know them—because you do.
Anonymous data
Even if someone appeared on your site out of the blue, they
came with a wealth of information you can use to personalize
the interaction. You may know their location data, and that can
drive everything from mapping to weather personalization.
You’ll know when they arrived — time of day, day of week,
season, and more — which can lead to all kinds of opportunities
for personalization.
On-site behavior
Even if you have no other information from a consumer’s past,
you can gauge their activity on your site to determine what they
want and how you can satisfy them.
How they travel through your site can reveal a lot. What did they
search? Did they search? Which content interested them? If they
converted, what led to the action? From all this information, you
can create an implicit profile for better service on the fly.
Integrated information
If your data systems are siloed, you’re fighting an uphill battle.
Being able to cross-reference your online and mobile data with
your CRM system can result in extremely powerful insights and
more sales. You can also use your contact center’s help and
support system as a source of information.
Also, consider enriching data with third-party data sources. For
B2B companies, it may be company IP addresses or programmatic
or data management platform data, such as the profiles you can
get from the Sitecore Experience Database (xDB).
Making the most of your four data sourcesIt’s impossible to analyze the success of your marketing programs without knowing
where your information is coming from. When you’re evaluating incoming data, ask
yourself: “What is the source?” Then treat that data appropriately based on its origin.
E-BOOK • Keep spoiling your consumers
The 9 steps to deliver individualized experiences at scaleWhen putting it all together into a system that improves marketing
and sales results, we often recommend a 9-step approach
1. Define your objectives
Before you begin looking at your data, you need to be clear on your business goals. Identify your key
metrics and what success will look like for the program.
2. Identify each segment by potential, importance, and ease (PIE)
We use the PIE system to prioritize segments: potential, importance, and ease. Potential is the
upside to personalizing their content — the size of the opportunity. Would it revolutionize your business,
or just maybe add an incremental tweak? Importance is the size of the segment — are they 10 records or
10 million? Ease is how easy it is to identify that segment. For example, is the criterion as easy to isolate
as income, or would it require a psychographic study? In addition to PIE, consider each segment’s needs
and life-cycle stages. These are critical.
E-BOOK • Keep spoiling your consumers
3. Connect segments to personalization goals
Speaking of needs and life cycle, you’ll want to capitalize on them as well. You
can do this based on needs and life-cycle stage. Then map each segment to the
key metrics you want to achieve; for example, matching the size of purchase to
the purchaser’s income.
4. Examine existing data
Ensure that your data is real-time. What a consumer needed yesterday is not
what they need today. Sitecore generates a great deal of data about each one
of your customers, right up to their behavior in the moment — that is, in real time.
And don’t forget to look at other data sources for customer insights to get the
full detailed picture. Once you have all that, match your key segments to their
specific behavior.
5. Determine key insights
The “why” is very important here. Look specifically at insights about how the
segments arrive at your site. Focus on specific sources that can help you identify
the segment. What key content and pages are they engaging with and where
are they?
Beyond that, look at which paths to conversion are most successful, and which
provide an opportunity for optimization. This can be valuable for determining
where to optimize and which content offering would be most appealing to
the segment.
6. Map the customer’s journey
Using your key insights as a starting point, you’ll need to determine how your
customers make their way through your site. It’s crucial to identifying the pages
you want to target for personalization.
Use the key insights you find to identify common paths that are most successful
for nurture. Then, determine which have the most opportunity for improvement
from personalization, for instance, those that are highly trafficked but less
valuable in terms of outcomes. Don’t spend resources where the payoff isn’t
likely to be worth it.
E-BOOK • Keep spoiling your consumers
7. Target page components for personalization
Determine which personalized elements will move the needle, then focus
resources on those to personalize effectively and efficiently. You’re looking for
the biggest improvement for the lowest effort, so identify specific content blocks
for personalization (for example, the hero carousel on a home page can have
a big effect, but require low effort).
8. Apply personalization rules
You can set very specific rules and parameters for your personalization effort
with tools like those that Sitecore provides. The rules you establish should
determine what content is delivered to whom and when.
9. Select, deliver, and optimize the content
Match your content carefully to the segment and the goals you’ve set to achieve.
The content should emphasize the most relevant message based on visitors’
contextual situation and in-the-moment intent. For instance:
• For those at the top of the buying funnel, deliver content to build
trust and develop intent
• For those closer to the bottom of the funnel, deliver content more
centered on conversions
Once you’ve begun delivering content, monitor the effects of personalization and adjust your tactics accordingly to optimize the experience.
Remember to try different approaches that you think will achieve the highest effect for the lowest effort (test shouts, not whispers).
E-BOOK • Keep spoiling your consumers
Simply put, L’Oréal is the largest cosmetics company in the world. Their
offerings range from iconic brands such as Garnier and Maybelline New York to
African Beauty Brand (ABB) and China’s Magic Mask.
The ambitious digital goal this global powerhouse set for itself is to refresh and relaunch 600 websites for 15 brands in just three years, all in an effort to
become the No. 1 digital beauty brand in the world. Easy, right?
The challenge
To meet that ambitious company goal, L’Oréal had to overcome a number
of barriers within the company’s online and digital systems, including:
• Lack of innovative new services on new channels — such as
e-commerce — and inability to deliver them as quickly as needed
• Inability to deliver personalized experiences based on customer
interaction data
• Absence of a single core marketing model that delivered a globally
consistent online brand experience while providing cost-effective
localization for each country
• A siloed organization that included external partners with varying
technology capabilities
600websites
60countries
15brands
3years
#1digital beauty brand in the world
Industry: Retail • Founded: 1909 • Employees: 80,000+ Headquarters: France • loreal.com
Putting the best faces on a global brand
C A S E S T U D Y
E-BOOK • Keep spoiling your consumers
The solution
After a worldwide search, L’Oréal chose Sitecore to provide their digital marketing
platform. Sitecore was the only platform offering both rich personalization
capabilities and speed of deployment for global scale with Microsoft Azure.
The solution L’Oréal launched is built on multiple Sitecore products, including
Sitecore Experience Platform (XP) and Sitecore xDB. Using them, L’Oréal
developed a “website factory,” a marketplace of reusable web templates that
allows individual brands across 60 countries with widely varying needs to create
and deploy websites quickly and easily.
Through this program, we have now built a common platform, a marketplace of functionalities so every brand and country can concentrate again on providing the best experience for our consumers.
Lubomira Rochet Chief Digital Officer, L’Oréal
“
The results
Sitecore’s suite of products enables L’Oréal to quickly and cost effectively
deploy globally scalable solutions that allow brands to offer unique experiences
to the country subsidiaries and consumers.
They’ve achieved:
• A unified digital platform that gives L’Oréal brands the speed to
market and flexibility they need
• Customized product offerings based on specific consumer profiles
• Lower capital costs and technology administration by consolidating
10-plus technologies into a single Sitecore solution
• A consistent digital presence across all brands
• Over 55% improved page load times
Unifying the brand, customizing the journey
Sitecore works in partnership with Microsoft
Azure to help modern marketing organizations
realize the power of data — at any scale. Sitecore
helps you not only know your customers more
intimately but also serve them in a way that keeps
them coming back.
From AmerisourceBergen to IHOP, our 3,600
worldwide clients depend on us to maximize the
data, unify the content, and drive the revenue
through digital experiences tailored to the
buyer’s deepest needs.
Explore more
©2019 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.