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Personalisation…..Even the big
players get it wrong
This is Bruce
Previous purchases on Amazon:
 Business:
o Crush It! (Gary Vaynerchuk)
o Outthink the Competition (Krippendorff)
o Content Rules (Ann Handley)
o Eat that Frog (Brian Tracy)
o Principles of Microeconomics (Karl E. Case)
 Interest/History:
o A history of the twentieth century
o Great inventors
o Famous explorers
o A short history of nearly everything
o Days that changed the world

3. DELIVERING PERSONALISED SHOPPING TO ONLINE CUSTOMERS
And this is what his Amazon
homepage looks like…….

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5. DELIVERING PERSONALISED SHOPPING TO ONLINE CUSTOMERSDELIVERING PERSONALIZED SHOPPING TO ONLINE CUSTOMERS

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Even offline retailers are getting it wrong!
#starbucksfail

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Merchandising is truly
an art form in-store

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Product Exposure
Percentage of product range
you see at a glance

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In-store Product Exposure
11

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Online Product Exposure

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If online customers see less than 5% of
your product assortment at first glance...
Does it make sense to show every
customer the same set of products?
NOPE!

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Optimise product exposure online through
personalisation and merchandising
o Email content
o Homepage content
o Category listing results
o Banners
o Product recommendations
o Cross sell and up sell offers
o Search results

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Merchandising Online
Where to start?
Search result pages and category
listing pages have product exposure
rates of around 75%

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How hard can it be?
How many different ways can you display the
same 4 products to a customer?

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24….. 4x3x2x1

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How many different ways can you display the
first 10 products that show above the fold?
….3,628,000

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Which product combinations
really matter?
High chance that some of these
3,628,000 variations are equal

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Which product combinations
really matter?
Here are a few basic guidelines to help weed
out the millions of combinations that do not
bring value to your product listings!

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Category listing sorted by margin

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Category listing sorted by popularity

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Clearance sorted by stock levels

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Ranking products by sell through rate
Pushing slow moving items to the top

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Search Result Modification
• Users searching for Levi or Wrangler jeans
• Place premium jeans at top of result listing
• Rank other products price high to low

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Search Results Modification

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Displaying Products From
Specific Stock Location

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Getting really personal
Look at the data you have for your customers:
• Where are they visiting from?
• Do you know their DOB?
• What is their AOV/loyalty level?
• Are they subscribed to your emails?
• Are your emails delivering to the customer?

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Location Specific Merchandising
Warm Weather

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Location Specific Merchandising
Cold Weather

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DIY Merchandising?
Why should you use data to merchandise your
site instead of manually set rules?
Impossible to manage all product
combinations for a truly personalised
experience

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Member level offers/messaging

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Member level offers/messaging

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It’s your birthday!

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It’s your birthday!

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Great Data = Great Opportunities
Is unsubscribed to our emails
BUT
We have a valid email address!

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Great Data = Great Opportunities

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Getting really smart
Next step is using data about the customer’s
browsing behaviour
• Has the customer :
– viewed a product page?
– Hovered on an outfit?
– Searched for specific keyword – a colour, style or brand
– Added it to their bag but never completed the purchase?
– Added it to their wishlist
– Clicked on an item in an email?
– Purchased a similar item/style in-store?

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Thank You
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