Delight Customers and Guide Path to Purchase with Personalization
Andrea Ouargli, Mud Pie Faith Albers, Whereoware
Meet us
Andrea Ouargli Ecommerce manager Mud Pie
Faith Albers Senior Marketing Manager Whereoware @FaithAlbers
• Founded in 1988 • Award-winning manufacturer of innovatively designed + affordably priced gifts • Based in Stone Mountain, Georgia
• Comprised of 3 divisions: Mud Pie Baby, Mud Pie Living, + Mud Pie Fashion • Available in over 16,000 specialty retailers + department stores • Both B2B + B2C e-commerce websites built on EPiServer
combining nerd smarts with style in every design, development, + marketing project
A few of our clients
agenda
• • • •
Why Personalize What personalization looks like The Mud Pie case study Getting started with personalization
Why personalize
89% of companies expect to compete mostly on the basis of customer experience by 2016
*Gartner
But customer experience spans channels.
56% of all customer interactions happen during a multi-event, multi-channel journey.
*McKinsey & Company #ibmamplify © 2015 IBM Corporation
10
74% of online consumers get frustrated with websites when content has nothing to do with their interests.
*Janrain & Harris Interactive
40% of consumers buy more from retailers who personalize the shopping experience across channels *MyBuys
78% of consumers are more likely to be a repeat customer if a retailer provides them with targeted personalized offers. *Zendesk
BUT 94% of companies state having challenges related to personalization.
*Experian
What personalization looks like
#ibmamplify © 2015 IBM Corporation
1 HAT $45.00 $27.00 #ibmamplify © 2015 IBM Corporation
#ibmamplify © 2015 IBM Corporation
#ibmamplify © 2015 IBM Corporation
Mud Pie case study
DECENT RESULTS
Year-over-year, we saw: • 12-15% revenue growth • Slight increase in conversion rate • 28% increase in visits
Problem – one way personalization
SOLUTION – SITE GOES LIVE FASTER WITH LESS RISK
What is it: an accelerator package built on top of EPiServer Who is it for: Mid-market solution Why do you care: personalized, on-brand, feature-rich EPiServer e-commerce websites delivered more efficiently
The Customer Perspective: a Mud Pie case study
Busy Mom Interested in baby products
The Marketer Journey: a Mud Pie case study
THE MARKETER JOURNEY meet Cindy • busy marketer • Responsible for all digital marketing: website merchandising, content, email, etc. • Needs to respond to trends on the fly
Omni channel personalization faster
Save up to 60% for Shark Week at Mud Pie. Sink Your Teeth into the Deal Today!
results
56% increase in e-commerce conversion rate 130% increase in number of transactions 120% increase in revenue 508% increase in mobile revenue
Getting started with personalization
Develop personas
WHAT IS A PERSONA? Fictional representations of large or important segments of your customers HOW MANY PERSONAS SHOULD YOU CREATE?
3-5 HOW DO YOU DEVELOP PERSONAS? •
qualitative + quantitative data
•
build out the persona details
•
find ways to identify these personas across channels
Develop personas
Liz
love and affection, fashion
female
utility, convenience, economy
25 Partner, friends
United States Stay at home mom
Define how to identify each persona
Ways to identify personas
Ways to identify personas
Identify where to add personalization Liz 1. female 2. 25 years-old 3. Has a baby on the way Discovery
Research
Conversion
Post-Sale
Make Liz aware of Mud Pie
Prove product quality, show convenience
Incentivize first order
Reorder + customer loyalty
Show baby products on home page
Show welcome coupon on header
Serve up blog post on construction of products
Welcome email
Connect the dots
Key takeaways
• • • • •
Focus on the customer experience Start small Define personas Personalize across channels to boost brand satisfaction + loyalty Avoid analysis paralysis
questions
Andrea Ouargli Ecommerce Manager, Mud Pie
[email protected] www.mud-pie.com @MudPieGift www.facebook.com/MudPieGift
Faith Albers Senior Marketing Manager, Whereoware
[email protected] @FaithAlbers www.whereoware.com @Whereoware www.facebook.com/whereoware
