This document discusses different levels of personalization for consumers in an omnichannel world. Level 1 personalization involves basic tactics like personalized banners and recommendations to build trust. Level 2 adds more personalized content and triggers urgency through sales, reviews from others, and content tailored to location. Level 3 fully anticipates customer needs through a seamless experience across all channels using purchase history, preferences, and artificial intelligence to deliver highly individualized content in real time. The goal is to progress customers through these levels of personalization for a more loyal relationship.

1. Milan, 4 October 2018
Personalisation in an omnichannel world

3. History of personalisation

4. IS TIRED
THE MODERN CONSUMER

5. TOO MANY OPTIONS
THE MODERN CONSUMER

6. LOOKING FOR A CONNECTION
THE MODERN CONSUMER

7. HOMOPHILY

8. REDUCE
COGNITIVE
LOAD

10. NEEDS HELP DISCOVERING
THE MODERN CONSUMER

11. NEEDS CONVENIENCE
THE MODERN CONSUMER

12. “59 percent of consumers
were significantly influenced
by personalisation” Infosys 2017

14. Why is it important?

15. A fresh take on the personalisation curve.

16. Level 1 - Crawl Level 2 - Walk Level 3 - RunCustomerEngagement
Personalised
banners
Content
based on
location,
time &
weather
.
IDENTIFY
Data capture
DISCOVERY
Advanced data capture
CUSTOMER CENTRIC
Guided selling
Countdown
timers &
coupons
Abandon
cart &
browse
Crowd-sourced
Recommendations
Reviews &
social
proof
Dynamic
content
Back in
stock &
price drop
.Custom
behavioural
triggers
AI driven, all
channels + lifecycle
End to end
personalised
content
Person history &
record rules

17. Crawl – tactics
• Personalised banners with preferences
• Crowd sourced product recommendations
• Abandon cart and browse
• Countdown timers
• Coupon codes
• Social feeds

18. Walk – tactics
• Back in stock
• Price drop
• Ratings & reviews
• Social Proof
• Content based on location, weather & time rules
• Abandon cart – based on average order value
• Dynamic product recommendations

19. Run – tactics
• Custom behavioral triggers
• Person history rules
• Last search
• Last carted
• Recent purchase value
• Person record rules
• Not identified v identified
• Top buyer
• Lapsed buyer

20. 55%
of visitors spend
less than 15 secs
on your website
Average bounce rate for
ecommerce sites33%

21. Client Example of how to
get to Level 1

22. Client Example of how to
get to Level 1

23. Client Example of Level 1
Communication

24. Capture basic
preferences
Show you are
listening and build
trust
Crawl

25. 72%
of customers are
frustrated by irrelevant
content
are more likely to be
loyal; when email is
personalised
28%

26. Client Example of how to
get to Level 2

27. Client Example of how to
get to Level 2

28. Client Example of how to
get to Level 2

29. Category personalisation
Client Example of Level 2

30. Category personalisation
Client Example of Level 2

31. Category personalisation
Client Example of Level 2

32. Client Example of Level 2

33. Client Example of Level 2

34. Discover and create
urgency
Show brand and
category affinity
Walk

35. 20%
with personalisation
Conversion rates rise by
an average of

36. Personalised banner with call-to-action encouraging
shopper to return to the website to purchase
Cart summary pulled from the website
Cart Abandonment Email
Countdown Timer to increase urgency
Product Recommendations based on the carted item

37. Personalised Banner based on recently
viewed categories
Personalisation including countdown
timers, coupons, name personalization
and weather
Web Personalisation
Personalisation Product
Recommendations
Social Media Feeds

38. Level 3
Run
Pre-emptively
anticipate customer
needs
Fully personalised
content in real-time

39. Summary
• Crawl – Identify and show you are listening
• Walk – Show affinity and create urgency
• Run – Seamless customer experience