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In pursuit of perfect personalisation 
Stephen Eggleston 
Qubit, Director of Client Service and strategy 
Matthew Gratze 
...
“We see our customers as 
invited guests to a party, and 
we are the hosts. It’s our job 
every day to make every 
importa...
BCegalinib rwaitteh the correct mentality 
3
CR 
Site wide tests 
Progression of optimisation strategy 
Optimised web and 
marketing apps 
Segmented 
personalisation 
...
1. Getting testing right
Sample size does matter
False positives will always be a problem 
We’ve found that tests based on data are 
7.7x more 
effective 
than tests based...
Get a second opinion- validate your tests
2. Create segments that 
make sense for your 
business
Create simple segments 
First time visitors Returning visitors VIPs 
10
Use browsing or purchasing history to identify key cohorts of users
3. Using data accurately 
across the business
How much revenue do you miss out on because of lack of availability?
Online data supporting offline
11.6% 
conversion 
uplift for Burton 
… and vice versa
And it’s not just the sale of rain jackets that are driven by the weather
The reality is that it requires a huge business transformation…
6 months into the journey with Ann Summers… 
Site wide tests 
Optimised web 
and marketing apps 
Segmented 
personalisatio...
@TheGrahamCooke
20% off 
everything on 
our site 
12th – 17th Nov 
Use code: 20FOM 
20
THE POWER OF OUR BRAND 
We command 98% brand recognition 
That’s comparable to global market leaders such 
as Apple and Ni...
OUR BUSINESS. 
RETAIL 
Weekly footfall traffic of +375,000, 140 stores in primary malls 
and high street locations nationw...
OUR INSPIRATION? 
OUR CUSTOMERS. 
Our customers are savvy, sassy saucepots from every walk 
of life. 
These temples of tem...
Starting with the basics 
Nervous Curious Experienced 
24
Adopting a data driven strategy 
Site wide tests 
25 
Optimised web 
and marketing apps 
Segmented 
personalisation
26
@TheGrahamCooke
28
@TheGrahamCooke
20% off 
everything on 
our site 
12th – 17th Nov 
Use code: 20FOM 
30
31 
Some research for you…
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Ann Summers - In Pursuit of Perfect Personalisation - Festival of Marketing 2014

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Matthew Gratze, Head of eCommerce at Ann Summers, gives you the low-down on their web personalization strategy with Qubit.

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Ann Summers - In Pursuit of Perfect Personalisation - Festival of Marketing 2014

  1. 1. In pursuit of perfect personalisation Stephen Eggleston Qubit, Director of Client Service and strategy Matthew Gratze Ann Summers, Head of eCommerce
  2. 2. “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, CEO, Amazon
  3. 3. BCegalinib rwaitteh the correct mentality 3
  4. 4. CR Site wide tests Progression of optimisation strategy Optimised web and marketing apps Segmented personalisation 360 personalisation Introducing the maturity curve
  5. 5. 1. Getting testing right
  6. 6. Sample size does matter
  7. 7. False positives will always be a problem We’ve found that tests based on data are 7.7x more effective than tests based on intuition alone (Qubit, 2013)
  8. 8. Get a second opinion- validate your tests
  9. 9. 2. Create segments that make sense for your business
  10. 10. Create simple segments First time visitors Returning visitors VIPs 10
  11. 11. Use browsing or purchasing history to identify key cohorts of users
  12. 12. 3. Using data accurately across the business
  13. 13. How much revenue do you miss out on because of lack of availability?
  14. 14. Online data supporting offline
  15. 15. 11.6% conversion uplift for Burton … and vice versa
  16. 16. And it’s not just the sale of rain jackets that are driven by the weather
  17. 17. The reality is that it requires a huge business transformation…
  18. 18. 6 months into the journey with Ann Summers… Site wide tests Optimised web and marketing apps Segmented personalisation
  19. 19. @TheGrahamCooke
  20. 20. 20% off everything on our site 12th – 17th Nov Use code: 20FOM 20
  21. 21. THE POWER OF OUR BRAND We command 98% brand recognition That’s comparable to global market leaders such as Apple and Nike. We are the market leader In the UK erotic market 76p of every £1 is spent with us. We are the only erotic retailer to have a major retail network - 140 prime locations across UK high streets and shopping locations. Over half (52%) of our consumers would recommend Ann Summers to other consumers, as the best place for lingerie Acclaimed fashion designer Giles Deacon chose AnnSummers for his first ever lingerie collaboration We’ve gone International. We are now stocked on Ebay across 6 countries including Australia and the US.
  22. 22. OUR BUSINESS. RETAIL Weekly footfall traffic of +375,000, 140 stores in primary malls and high street locations nationwide ONLINE • 1.5 million unique visitors and 30m page impressions per month • + 1 million newsletter database • + 400,000 Facebook fans • + 60K Twitter followers • + 12K Instagram fans PARTIES • One of the UK’s biggest home direct selling businesses • A sales catalogue with 2.9 million circulation per year • There are over 5,000 Ann Summers Party Ambassadors who host over 2,500 parties every week WHOLESALE A successful partnership with the UK’s leading home shopping business, Shop Direct (Very, Littlewoods & ISME) CLICK N COLLECT • Newly launched service • Shop online and collect in store • 1,754 orders in the first day EBAY INTERNATIONAL Broadening the multichannel retailer message with eBay shop
  23. 23. OUR INSPIRATION? OUR CUSTOMERS. Our customers are savvy, sassy saucepots from every walk of life. These temples of temptation all share a desire for sexual satisfaction. Whether she is teetering on the edge of the store nervously wondering what is beyond the threshold or confidently recommending her latest favourite toy to her friends, we exist to meet and exceed the desires of all these wonderful customers so that they can experience better and better sex. VITAL STATISTICS •Demographic profile BC1,2 •70% female, 30% male (varies by channel) •She is 27 years old and a dress size 12 •Her bra cup size is D/DD •She sees herself as playful, passionate, flirty and feminine •She is a true multichannel shopper
  24. 24. Starting with the basics Nervous Curious Experienced 24
  25. 25. Adopting a data driven strategy Site wide tests 25 Optimised web and marketing apps Segmented personalisation
  26. 26. 26
  27. 27. @TheGrahamCooke
  28. 28. 28
  29. 29. @TheGrahamCooke
  30. 30. 20% off everything on our site 12th – 17th Nov Use code: 20FOM 30
  31. 31. 31 Some research for you…

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