Presentation by Steve Wade from Listrak.

1. ©2015.
All
rights
reserved.
This
presenta7on
may
not
be
recorded,
copied,
distributed
or
used
without
wri@en
consent
from
Listrak.
Using Personalized
Product Recommendations at
Every Touchpoint this Holiday Season*

2. About Listrak
• Founded in 1999
• Automation platform for omnichannel retailers
• Retail Experts
• Privately Owned Growth Company
• Over 1,100 Clients
• 200+ Employees
• Locations Lititz, PA; Los Angeles CA

3. Our clients

4. Helping retailers create personalized experiences
in every channel and touch point
Omnichannel solu1ons

5. The customer journey

6. A few stats – CUSTOMERS…
Value personal messages cross-channel
Expect retailers to use previous interactions to personalize messages
Source: 2015 Harris Poll Results…
83%
Value retargeted ads with previously viewed items
69%
56%

7. Considera1ons -­‐ Design
Match your brand for a seamless
experience, email, site, store
Setting expectations in the Header
Large product images
Badges, strikethrough pricing, clear
product name, social feedback.
Add to Cart or Quick View buttons

8. Acquisi1on at all touch points
Next 3 slides
all have a marketing faux pas
Can you find them?

9. Considera1ons – Determine Personaliza1on Goals
• Complement Purchase
• Related merchandise
• Frequently bought together
• Like Items
• Product Discovery
• Viewed this/viewed that
• Viewed this/bought that
• Recently viewed
• Inventory Considerations
• Trending now
• New Arrivals
• CEO’s Picks

10. Considera1ons – Filtering by Price
Filter to prevent
conflicts in brand/
pricing
Was
₤85.
then
₤
59.
Now
₤
42
₤85

11. Considera1ons -­‐
Customer Experience
2 sets of duplicate items!
$135

12. Considera1ons – Product Feed
Know your product feed
• More data = better Recommendations
• Category
• Discontinued
• Quantity on hand
• Price
• Close out
• Amount purchased
• Zip code

13. Considera1ons -­‐ Tes1ng
• Test – Test - Test
• Look & feel
• Appropriate level of filters
• New Products vs. Top Sellers
• Past purchases vs. current intent
• Make no Assumptions
Recommendations - Not set it and forget it.

14. Quick Recap
Work towards the goal of that page/touch point
Visual elements matter
Setup appropriate filters for your business
Product feed is the backbone
Remember the Customer Experience
Testing never stops

15. Acquisi1on at all touch points
On-Site

16. Acquisi1on at all touch points
Adding personalized product recommendations
on the following pages will
give you a 23%
revenue liftSource: IBM
IBM
Study
2015

17. Category / Homepage
Same look as your physical store
and email
Trending
On Sale
Recommendations
Personalize based on past activity,
profile data or current promotion

18. Category / Search Page
• Sometimes overwhelming
• Broad range of products, brands, styles,
price levels
• Keep them on site by showing customer
favorites (?)
Customer Favorites

19. Category / Product Page
Engagement (customer picked)
Promote complementary products
• Leverage accessories
• Complete the look,
Alternatives, Frequently bought
together
People Also Purchased,
Highly Rated, Top Sellers
Frequently Bought Together
Just getting
started?
Start here!

20. Category / Cart Page –
Intent to purchase
• Cross Sell
• Recs don’t distract from sale!
• Bought This/Bought That
• Include hover view and
add-to-cart functionality
• Leverage free shipping
threshold
• Recommend items to fit
threshold
Spend
just
$44
more
and
get
free
shipping

21. Category / Cart Page – Interna1onal Military An1ques
Show
like
items
WWII
Map

22. 2%
Conv.
Rate
Conversion
rate
• Average
1-­‐3%
conversion
• IMA
1%
conversion
Category / Product Page

23. 22.5%
Conv.
Rate!
Category / Shopping Cart Page
Conversion
rate
• Na7onal
average
15%

24. Category /
Order confirma1on page
Didn’t they just buy?
Why Recommendations?
• Opportunity for cross sell / up sell
• Leverage Subsequent Purchase
and Purchased Together
• What % of 2nd sales come within
24 hours of 1st purchase?
Your
order
has
been
received

25. When does a second sale occur?
7 day post purchase email 14 day post purchase review request
84% of 2nd sales take place in the first 24
hours – Recs will help you take advantage
Why is this so important?
Listrak
Customer
Index

26. When Does aThird Sale Occur?
34%
56%
49%
2,622
905
510
250
321
78,000

27. Category / Other On-­‐Site
Recommenda1ons
No search results
• Trending
• Top Sellers
• Recent Activity
Landing pages
• Promotions
• Giveaways
• Sweepstakes
• Hidden pages
404 error pages
Avoid
dead
ending
a
client
Show
Recommenda3ons

28. TEST – TEST -­‐ TEST
Header
text
Price
vs
no
price
Call
to
ac7on
vs
no
call
Posi7on
of
Recommenda7ons
Algorithm
/
Recipe
Subject
Line…

29. Acquisi1on at all touch points
Email

30. The Customer Journey -­‐ Considera1on

31. Considera1on
Pop-­‐Up/Lightbox
Acquisition – Let’s assume you
have a pop-up in place…
Confirmation pop up?
Recs on confirmation?
• Propel to purchase
• Makes navigation easy
Preference Center…

32. Considera1on
Pop-­‐Up/Lightbox
Is it responsive?

33. Considera1on -­‐ Welcome
Goal:
• Coupon code in message 1 if needed
• Site Navigation
• Recently viewed merchandise
• Top sellers
• Trending products
• Gateway products (?)
Items purchased 1st by new clients

34. Considera1on -­‐ Welcome
How do you get Recommendations
into a welcome message sent
immediately?
You
don’t
without…
Open
Time
Op3miza3on

35. When are Welcome Messages Opened?
Less than 5 minutes after opt-in
5 – 30 minutes after opt-in
30 – 60 minutes after opt-in
60+ minutes after opt-in
17%
27.5%
11%
44.5%
Source:
Listrak
Customer
Index
83%
emails
opened
a^er
5
minutes

36. Considera1on –Browse & Abandon
1st hero image should be last item viewed
Text very important
• We know you just viewed…
• We like your style
• Personal picks with you in mind
• Recommendations just for you
• We think you have great taste
• Don’t miss the opportunity to purchase
everyone’s favorites
(Big Brother?)

37. Considera1on – Cart Abandonment
Goal: Conversion abandoned item or similar product
• Simpler the better? (it used to be)
• Cart is a place to store items
• Add Recommendations that complement
• Related / alternative merchandise
• Frequently bought together
• Viewed this / viewed that
• Viewed this / bought that
• Bought this / bought that
Shop
Now
Button

38. Considera1on – Nurturing Campaigns Case Study

39. Considera1on – Nurturing Campaign – Case Study
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

40. Considera1on – Nurturing Campaign – Case Study
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Nurture messages increased the conversion revenue by 21%
Six messages account for 10% total email revenue

41. Considera1on -­‐
Recurring Automated Campaigns
Goal: Set it and forget it
• Nurture shoppers through customer journey
• Automated email sent throughout the week
• Markdowns, New Arrivals
• Top Sellers, Trending
• Favorites, Top Rated…

42. Conversion -­‐ Transac1onal
Goal: Communicate specific information to
engage customer, and encourage loyalty
• Related merchandise
• Complete the look
• Frequently bought together
• Open Rate?
As much as a 19% lift adding Recs to
transactional messages
75-­‐80%

43. Conversion – Post Purchase
Goal: Keep customers engaged/loyal brand
• Extension of cross sell
• More time passed than SCA
• Related Products
• Complete the Look
• Trending or New Arrivals in the last
purchased category…

44. Reac%va%on -­‐ Winback
Goal: Re-engage to drive conversions
• New markdowns
• New arrivals
• Best sellers
• Trending/Hot
Consumables
• Want to buy again
• Need to re-order…

45. People who never bought
People who bought one or more times
326,830
103,879
Reac%va%on
–
Winback
Case
Study

46. Case Study
Sub Rec’vd Opned Click Rec’s
Sent
Purch $
2/8/12 461 13 4 11/19/15 11/19/15 $11
2/8/12 391 14 5 11/19/15 11/19/15 $135
2/8/12 462 23 7 11/19/15 11/19/15 $61

47. Acquisi1on at all touch points
Holiday Shopping
Experience
Display Retargeting
From Email

48. Browsed Item On-­‐Site
They
browse
and
leave
the
site…

49. Saw Display Ad Featuring Products

50. Email Featuring Product

51. Saw Display Ad Featuring Products

52. Conclusion
• Customers Value the right Product Recommendations
• How can Recommendations contribute to your goals?
• Test…test…test
• Will your product feed support merchandising/marketing needs?
• What business filters will solve your needs?
• Use recommendations across all channels

53. Ques1ons

55. 70 Days

56. ©2015.
All
rights
reserved.
This
presenta7on
may
not
be
recorded,
copied,
distributed
or
used
without
wri@en
consent
from
Listrak.
Using Personalized
Product Recommendations at
Every Touchpoint this Holiday Season*
*If
you
don’t
enjoy
this
presenta7on
blame
Johnny
Russo,
he
introduced
me
to
Charles.
*If
you
don’t
enjoy
this
presenta7on
blame
Johnny
Russo,
he
introduced
me
to
Charles…