- Oct 11, 2016
- 2 min
- Blog
recent articles
Personalised customer journeys - how to get them right
In our multichannel world, a customer will interact with a brand many times, across multiple touchpoints (inc online, offline and in-store), before they buy. Each journey will happen over a series of hours, days or even weeks. A customer may research a product on their mobile, pop into a store to try it on, view it on their laptop during their lunch hour, speak to customer services about it, browse product reviews on their tablet on the train on the way home from work and ask for friends’ opinions on social media; before buying on their laptop the next day.
Ellis Brigham Awarded 'Best Multi-Channel Business/Brand' at the recent ECMOD Awards in London
Persomi is proud to be Ellis Brigham’s personalisation partner and delighted that Ellis Brigham has been awarded the ’Best Multi-Channel Business/Brand’ at the recent ECMOD Awards in London”. Read more about the awardhere.
Bridging the gap between online and in-store
“Lots of swearing”. I smiled when I read this candid answer to a question by a retail professional in a recent survey* about personalisation. The question that elicited such a response? …..“What is the greatest barrier to bridging the gap between online and instore when it comes to personalisation?” Apart from making me laugh it actually highlighted a real issue that needed exploration. Whilst 44% of respondents had gone some way to bridging this gap, 56% were still in the ‘swearing zone’!
Personalisation - when retailers get it wrong
“Almost two-fifths of shoppers would be less inclined to shop around if they received a personalised service” Despite this, we’ve asked some UK consumers about their experiences, and results suggest that in some cases there’s still a long way to go…… “Following the purchase of a toddler bed and mattress, sending me some recommendations in an email – which comprised, you’ve guessed it – a toddler bed and mattress!! If they’d suggested the storage units I’d just been looking at on their website then perhaps this email would have resulted in a sale”.
Personalisation survey* shows retailers missing ‘easy win’ income
Personalisation remains at the top of the agenda for retailers. 89% of respondents to a recent survey by Persomi*, stated personalisation is crucial to business success, with 79% stating that investing in personalisation is a ‘must’. Retailers who are getting personalisation right are reaping the rewards. Ellis Brigham, for example, enjoyed a 788% ROI on personalisation spend on just one personalised recommendations banner. Other personalisation campaign metrics quoted by retailers are equally impressive - for example, which retailer wouldn’t want to see 20 x higher clickthrough rates on personalised banners?
Ellis Brigham increases email sign ups by 312% and raises AOV with personalised pop ups
Objectives: Increase email sign up rates for new visitors to the website. Convert first time browsers to buyers during their first visit, or within the week following their visit. Approach: A campaign was run over a period of 4 weeks. A pop-up was served to new and ‘unknown’ customers offering a time-limited discount to incentivise sign up and prompt purchase. Outcomes: Personalised offers were delivered to a very targeted audience:
Move your personalisation on to the next stage…
AO.com’s John Roberts’ speech at Retail Week’s Tech and Ecommerce Conference echoed the sentiments of the many retailers that we work with, and talk to, each day. Personalisation is crucial to business success. And, yes, it needs to be undertaken in an intelligent way. Retailers ‘get’ that personalisation isn’t just about ‘Dear <Name>’. They’ve moved on from manual segmentation. They know that ‘people who bought this also bought this’ is essentially communicating with a segment that in reality may or may not have the same characteristics.
ASPACE: 4 x more conversions from visitors served with personalised recommendations
Objectives: ASPACE, retailer of exclusive children’s bedroom furniture, wanted to increase conversion rates for customers who are known to them (i.e. those with an ID) and for anonymous users.Increasing average order value was also a key objective. Approach: Over one month ASPACE selected a series of personalised recommendations to achieve their objectives. Recommendations were served, in real time, based on each visitor’s interactions with the website and included: Personalised recommendation banners on product detail pages.
Ellis Brigham 'Personalisation - striking the right balance between cool and creepy'
You may have read Zak Hood of Ellis Brigham’s comments about their personalisation journey with Persomi in Retail Week. Read on to hear the full interview and tips and advice about personalisation and how to ensure that your approach is ‘cool’ rather than ‘creepy’ How do you ensure that consumers are happy to share the relevant data to enable personalisation and is this a big challenge? Customers don’t need to share data for us to be able to deliver personalised content, they just need to accept that we use cookies on our website to improve the overall browsing experience when they visit us online.
