View the full webcast here: http://rtou.ch/2Gkg6PR  Before digital, a thoughtful sales associate in a physical store could quickly connect with customers, perceive their interests, and present products that resonated with them before they even knew what they wanted. In the data-rich ecommerce world of today, it should be even easier to understand a shopper’s preferences and intent. But many retailers struggle to match the old world success that a well-trained associate could achieve in matching a shopper with a brand’s products. Learn how successful brands such as O’Neill, Spiritual Gangster and others are leveraging customers’ onsite shopping behavior, an enriched product catalog, and artificial intelligence to merchandise the most relevant products to each individual shopper in real time. Join Nathan Liu, VP of Ecommerce/Digital at LaJolla Group (O’Neill, Spiritual Gangster, Hang Ten), and Kurt Heinemann, CMO of Reflektion, for this critically important discussion on being more relevant to your shoppers.

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Know What Your Customers Want
Before They Do
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Retail Touchpoints: @RTouchPoints
Debbie. Hauss: @dhauss
La Jolla Group: @teamoneill
Reflektion: @reflektioninc

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About Retail TouchPoints
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Panelists
MODERATOR:
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
Nathan Liu
VP Ecommerce/Digital
La Jolla Group
@teamoneill
Kurt Heinemann
Chief Marketing Officer
Reflektion
@reflektioninc

8. PROPRIETARY AND CONFIDENTIAL
KNOW WHAT YOUR
CUSTOMERS WANT
BEFORE THEY DO

9. DIGITAL
CUSTOMER
ENGAGEMENT
EVOLUTION

10. POPULARITY
BASED
DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
POPULARITY BASED
• Generic/One Size Fits All
• Limits customer choice/minimizes long tail exposure
• Product focused not person focused

11. SEGMENT
BASED
DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
SEGMENT BASED
• Stereotyping/
Persona based
• Labor intensive
• Wrong more often
than right
POPULARITY
BASED

12. INDIVIDUALLY
BASED
AGE OF
INDIVIDUALIZATION
SEGMENT
BASED
POPULARITY
BASED
• Profile based
• Self learning
• Understands individual
preferences and intent

13. DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
THE GAP
RETAIL SPACE
TODAY
TECHNOLOGY
CUSTOMERS

14. CONSISTENTCY
MATTERS

15. R E L E V A N C E
DISJOINTED CUSTOMER JOURNEY
Landing Page
Segmented
PDP
Most Popular
Category
Static
Email
Generic
Search
Most Popular

16. INDIVIDUALIZED ENGAGEMENT

17. INDIVIDUALIZED ENGAGEMENT

18. INDIVIDUALIZED ENGAGEMENT

19. UNIFIED 1:1 ENGAGEMENT JOURNEY
CategoryLanding Page PDP Search
Email

20. How is
Individualization
Achieved?

21. What if you could be able to give each digital
store visitor a personal shopper?
• Address thousands of concurrent visitors
• Complete product catalog awareness
• Engage new/anonymous users and
returning visitors

22. MAXIMIZING RELEVANCE
Contextual
Layer
Geo
Season
Time of Day
Cohort
Layer
Lookalike
Expert /
Influencer
Trending
Individual
Layer
Price
Preference
Style
Preference
Size Preference
Business /
Merchandising
Layer
Margin /
Revenue
Boost / Bury
Pin
15 Milliseconds
Location
Metropolis
Shopping History
Visits
Products
Viewed
Search History
Add to Cart
Purchases
Site
Search
Product
Recs
Email
Content
Category /
Landing Pages

23. PROPRIETARY AND CONFIDENTIAL
M A R M O T
• Promote product discovery
• Fulfill 1 to 1 Personalization
strategy goal
• Accelerate shopper conversions
C H A L L E N G E
• Merchandising
> Home Page
> Product Detail Page
> Shopping Cart
• Preview Search
• Mobile Optimization
S O L U T I O N
36%Increase in Revenue
Per Search Visit
13%Increase in Site Wide
Conversion Rate
P L A T F O R M
6 WEEKS
L I V E I N

24. PROPRIETARY AND CONFIDENTIAL
G O D I V A
• Enhance product discovery
• Better respond to seasonal traffic
• Accelerate shopper conversions
C H A L L E N G E
• Merchandising
> Home Page
> Product Detail Page
> Shopping Cart
• Preview Search
• Mobile Optimization
S O L U T I O N
28%Increase in Tablet
Conversion Rate
24%Increase in Site Wide
Conversion Rate
P L A T F O R M
25 DAYS
L I V E I N

25. O’Neill &
Individualization

26. HYPER RELEVANT LANDING

27. PDP PAGES THAT LEARN AND KNOW THE SHOPPER

28. RESPONDING TO THE INDIVIDUAL

29. PRIORITIZING THE MOST RELEVANT PRODUCTS

30. PROPRIETARY AND CONFIDENTIAL
O ’ N E I L L C L O T H I N G
• Emulate personalized in-store
recommendations
• Merchandise to visitor preferences
• Engage younger customers
C H A L L E N G E
• Merchandising
> Home Page
> Product Detail Page
> Shopping Cart
• Site Search
> Preview Search
> Full Search
• Mobile Optimization
S O L U T I O N
62%Increase in Page Views
26%Increase in Site Wide
Conversion Rate
P L A T F O R M

31. 3 CRITERIA CRITICAL
TO OPTIMAL
INDIVIDUALIZATION

32. 1
Customers are identified as a
segment of one and their shopping
behavior, preferences and intent
are captured in individual profiles.
3 CRITERIA TO
OPTIMAL PERSONALIZATION

33. 2
Data is processed in real time
to create a moment to moment
engagement that responds to
every new customer action.
3 CRITERIA TO
OPTIMAL PERSONALIZATION

34. 3
Individualized experiences
are delivered consistently
across all touch points.
3 CRITERIA TO
OPTIMAL PERSONALIZATION

35. PROPRIETARY AND CONFIDENTIAL
QUESTIONS
reflektion.com

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37. #CCSeries
Q&A // Panelists
MODERATOR:
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
Nathan Liu
VP Ecommerce/Digital
La Jolla Group
@teamoneill
Kurt Heinemann
Chief Marketing Officer
Reflektion
@reflektioninc

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