This document discusses personalization in e-commerce and omni-channel experiences. It provides examples of how predictive analytics can enable intelligent personalization across different customer touchpoints like on-site, email, mobile, and in-store. Personalization services can increase key metrics like conversion rate, turnover per customer, and click-through rate. The document promotes an omni-channel personalization approach for a consistent brand experience across multiple channels.

1. WEBRAZZI SUMMIT 2015 | 21st-22nd October 2015
WHY PERSONALIZATION CONTAINS
MORE THAN JUST
ON-SITE RECOMMENDATIONS
Practical examples for a closed loop of
an omni channel personalization.

2. 2,4 Mrd
requests
224 Mio
personalization
turnover
17
countries
In use in
~ 100
releases/
updates
SEARCH.
RECOMMENDATION
SERVICE.
UNIQUE NEWSLETTER.
ABOUT EPOQ
Figures of 2014
GUIDED SELLING.
„WE OFFER INTELLIGENT AND EASY TO INTEGRATE SERVICES (SAAS)
- BASED ON OUR EXPERTISE IN PREDICTIVE ANALYTICS -
FOR AN UNIQUE REAL TIME-PERSONALIZATION IN E-COMMERCE.“

3. WHAT IS
PERSONALIZATION?

4. CUSTOMER SALES PERSON
Base: Dialogue with customer
ORIGIN: POINT OF SALE

5. Using
experience
Commit to
the
customer
http://www.blickpunkt-sh.com/wp-content/uploads/2011/01/Stefan_Schl%C3%B6gl_Angelika_Been_Peter_Matthiesen_10_15_IMG_8048.jpg, http://www.fairkehr-magazin.de/uploads/pics/einkaufen
_laniusGLO_2687.jpg, http://www.stuttgart-tourist.de/img/c/c/d/k/i/n/f/c/einkaufen-in-reutlingen-wochenmarkt.jpg, http://peteratkins.de/blog/wp-content/uploads/2013/10/05_MTM_2012_S_0241.jpg
„Knowing“
the
customer
PERSONALIZATION AT POS MEANS
Target: SHOPPING EXPERIENCE
1
Individual
consulting
2 3 4

6. HOW DOES THIS WORK IN
E-COMMERCE?

7. CUSTOMER WWW.SHOP.COM
?
THERE IS NO REAL DIALOGUE LIKE AT POS.

8. CLICKS &
PURCHASES
WWW.SHOP.COM
BUT: THE CUSTOMER COMMUNICATES WITH
CLICKS & PURCHASES.

9. GENERATING A KNOWLEDGE BASE
by collecting clicks and purchases (100% of the traffic)

10. BUT:
PERSONALIZATION SHOULD BE
MORE THAN JUST TRACKING
CLICKS & PURCHASES

11. Commit to the customer
Use experience
„Knowing“ the customer
Individual consulting
Individual behavior
PREDICTIVE ANALYTICS
Reinforcement Learning
Knowledge base
PERSONALIZATION SERVICES
Recommendations/Guided Selling
Intelligent Personalization
in E-CommercePersonalization at POS
Target: SHOPPING EXPERIENCE
=
=
=
=
1
2
3
4

12. EXAMPLES FOR A
SUCCESSFUL & INTELLIGENT
ON-SITE PERSONALIZATION
(… like a good sales person would do it)

13. • INTELLIGENT product suggestions
• Ranking based on customer behavior
EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.

14. • INTELLIGENT search
result ranking
• Continuously improved
by Reinforcement
Learning
EPOQ SEARCH: INTELLIGENT ON-SITE-SEARCH.

15. • INTELLIGENT product recommendations
• Based on individual behavior & purchase
history
EPOQ RECOMMENDATION SERVICE:
ON-SITE PRODUCT RECOMMENDATIONS.

16. INTELLIGENT ① alternatives and
② outfit-completing recommendations
①
②
EPOQ RECOMMENDATION SERVICE:
ON-SITE PRODUCT RECOMMENDATIONS.

17. INTELLIGENT recommendations
(accessories)
EPOQ RECOMMENDATION SERVICE:
ON-SITE PRODUCT RECOMMENDATIONS.

18. INTELLIGENT, customer driven ranking
EPOQ GUIDED SELLING: INTUITIVE SHOPPING CONSULTANT.

19. BUT:
PERSONALIZATION SHOULD BE
OMNI CHANNEL

20. E-MAILSPRINT
POS
MOBILE
DISPLAY
ADS
ON-SITE

21. • Personalized
Newsletter-
recommendations
• calculated once the
e-mail is opened
EPOQ UNIQUE NEWSLETTER:
PERSONALIZED E-MAILS.

22. Personalized Trigger Mails –
e.g. Birthday-, Return- & Outfitmail
EPOQ UNIQUE NEWSLETTER

23. • Personalization in
Lifecycle Mails
• recommendations adapt
to the child‘s age
• Usage of external CRM
data
EPOQ UNIQUE NEWSLETTER

24. RESULTS: SHOWN IN OUR CASE STUDY*
higher Conversion
Rate
higher Turnover /
opened e-mail
+150%
+65%
higher Click Rate
+46%
TOPSELLER
Products, which are frequently
bought. PERSONALIZATION
Personlizaed recommendations
based on individual customer
behavior.
* Please contact us, if you are interested in the case study.

25. Personalization for mobile devices and apps
– for a consistent brand awareness

26. Future Trend: Show recommendations or
alternatives in the fitting room
http://www.magicmirror.me/, http://www.phizzard.com/Start
Displays with barcode scanners Magic mirror with
integrated display

27. Personalized parcel inserts with
recommendations related to the order

28. MAILSPRINT
POS
MOBILE
DISPLAY
ADS
ON-SITE
INTELLIGENT OMNI CHANNEL
PERSONALIZATION

29. MAILSPRINT
POS
MOBILE
DISPLAY
ADS
ON-SITE
CLOSED LOOPCLOSED LOOP
Consistent & Holistic Brand Awareness
Higher Conversion Rate
Customer Loyality
Higher Turnover
Maximum Relevance
EFFECTS OF AN INTELLIGENT
OMNI CHANNEL PERSONALIZATION

30. PARTNER OF
THANK YOU.
PLEASE FEEL FREE TO CONTACT US:
Thorsten Muehling
CEO & Founder
epoq internet services GmbH
Am Rueppurrerr Schloss 1
76199 Karlsruhe
GERMANY
phone: +49 (0) 721 89 334-0
fax: +49 (0) 721 89 334-199
mail: muehling@epoq.de
web: www.epoq.de
Metricsotuzdört Bilişim
Hizmetleri ve Tic. A.Ş.
Maslak Mah. Akasya Sok.
Mashattan B2 / D32
34398 Sarıyer Istanbul
phone: (212) 330 34 01
mail: epoq@metrics34.com