Tuesday, December 11, 2018, 9:00am: Monica Deretich

1. PERSONALIZATION
THE MARKETER’S CRAWL, WALK, RUN JOURNEY
Monica Deretich
VP, Marketing & CRM
TechStyle Fashion Group

7. 7

8. Truly understanding what she wants based on where she
lives, what she's bought, how much she's spent, what she's
browsing, what she isn't browsing, how she engages with us
across channels and devices to create a 1:1 relationship with
her.
Our Definition of Personalization
Our Approach:
Simulate a boutique experience in that and we know what
she loves and we are going to make sure to cater to what
she likes and how she typically shops.

9. Personalization is a journey.
It’s not an overnight achievement.
You must walk before you run!

10. Revenue per customer increases
as level of Personalization increases

11. Fashion is personal.
Use data to better serve your customers
Learn About Her Match Her Profile
Show Her What She
Wants to See
Provided:
• Name
• Size
• Location
• Style preferences
Captured:
• Browse history
• Page views
• Purchases
• Cart activity
• Search
• Personalized monthly boutiques
based on style profile
• Access and pairing to personal
stylists
• Onsite & email product
recommendation
• Only show items available in her
size
• Show her on-model imagery
based on clothing size

12. CRAWL. WALK. RUN.
How Did JustFab Get There?

13. OUR PERSONALIZATION JOURNEY – CRAWL
• Defined batch and blast email segmentation
• 9% lift in email CTR
• First Name Subject Line Personalization
• 35% lift in open rate
• Personalized send time
• 42% lift in first-time conversion rate

14. Background:
Testing placing product in our sends based on climate. Warm
weather states (SW, WC) received an email pertinent to a
warm(er) fall than the control.
Results:
The warm weather themed email out performed the control
with a 21% build in RPM.
TestControl
VIP CONTROL TEST Δ
CONVERSION/CLICK 3.3% 3.7% 11.1%
OPEN RATE 9.01% 8.91% -1.1%
CLICKS PER OPEN % 9.22% 10.08% 9.3%
AOV $58.57 $58.94 0.6%
RPM $15.98 $19.33 20.9%
Geo-Location Email Personalization

15. Personalized Email Send Time
Control: Email deploys at 2:15PM PT
Test: Email deploys at 3 AM with 12hr Personalized Send Time
Background: Having a PST dictate the send time with the test vs. no personal
send time with the control
Results: The Test had a only a 5% lift in open rate, but by targeting users at a
personalized send time, the intent to purchase was greater leading to a 42%
higher first-time conversion rate.
LEAD CONTROL TEST Δ
CONVERSION/CLICK 4.0% 6.2% 54.8%
OPEN RATE 10.73% 11.25% 4.8%
CLICKS PER OPEN % 21.27% 23.56% 10.8%
RPM $31.72 $43.17 36.1%
LEAD TO VIP % 0.1037% 0.1472% 41.9%

16. OUR PERSONALIZATION JOURNEY – WALK
• 1:1 product recommendations into marketing and transactional email
sends
• 44% increase in first-time purchaser conversion rate
• Purchase funnel marketing – abandoned cart, browse abandon
campaigns, etc.
• +$2.00 increase in customer LTV

17. 1:1 Personalized Product Recommendations
TestControl
Background:
Testing product recommendations in our monthly boutique
campaign
Results:
40% increase in first-time conversion rate
LEAD CONTROL TEST Δ
CONVERSION/CLICK 1.2% 1.6% 33.7%
OPEN RATE 3.02% 3.10% 2.5%
CLICKS PER OPEN % 8.78% 8.94% 1.9%
LEAD TO VIP % 0.0031% 0.0043% 39.6%

18. OUR PERSONALIZATION JOURNEY – RUN
• Targeted offers based on individual shopping behaviors
• 136% incremental revenue per customer
• Customer journey focused personalized experiences
• 16% decrease in customer churn
• Product image email & site personalization based on clothing size
• 9% lift in conversion rate
• Extending personalization past onsite and email:
• Browser notifications
• Direct mail
• Mobile app

19. Personalized Customer Journey Campaign – Lapsed Factor
Audience: VIPs with a Lapsed Factor of 100% or greater
Control: Normal marketing send
Test: Sent a $20 Credit to spend to Lapsed VIPs
Results:
• 226% higher % of segment purchasing
• 130% higher revenue per customer

20. Layering Personalization Tactics in Marketing Sends
New Arrivals Campaign:
Personalized using personalized send time, product
recommendations and content using Sailthru’s
personalization manager.
This is an example where personalization is not apparent
to the customer.
Results:
• 13% higher CTR
• 22% higher % of segment purchasing

21. NEXT ON OUR PERSONALIZATION JOURNEY – FLY!
• Real-time onsite personalization based on session behavior
• True 1:1 dialogue with our members across all channels
• Predictive analytics
• Voice

22. 1. The best personalization is not always apparent to the customer.
2. Building the foundation by collecting data from your customers is key
3. Commit to many testing iterations
4. Partner with your vendors on strategies
5. Share learning across other departments to maximize personalization tactics in as
many channels possible
5 Tips For Your Personalization Journey

23. Questions?

24. Thank You