Personalizing the Tottenham Fan Experience

Personalization Pioneers: Berlin 2017

Personalization Pioneers Summit 2017

To Dare is To Do:

Personalizing the Tottenham Fan Experience

Nick Connor, eCommerce Manager

Why We Chose Dynamic Yield

We Have Fans in 214 Countries Around the World….How do we tailor digital experiences to this passionate fan base?

The Challenge: Build an Intelligent Site

As we re-designed our website, a key

objective was to add intelligence with

the aim of providing a tailored and

relevant customer experience

We required a solution that:

• Gave us ownership of data

• Is agile, easy-to-use and allows for fast

website changes

• Can be used by non-technical people

• Offers personalization, recommendations,

and automatic optimization

• Integrates with other systems, such as CRM

Selecting a Vendor

In addition to Dynamic Yield, we evaluated:

and many more….

In our evaluation process,

we looked at about

40 personalisation and

intelligence products!

Immediate ROI

In one month,

Dynamic Yield

covered the cost of

what we paid for it.

The Power of Personalization

Easy Insights

+ 400% CTR on mobile blocks

- 31% bounce rate on smartphone

on the homepage

+ 40% conversion rate for visitors

who landed on homepage

Moving navigation blocks to top of the page on mobile

Easy TargetingServing relevant recommendations based on stage of buyer journey

Homepage:

Relevant Targeting

Basket Page Spend Targeting Homepage Recommendations:

Home kit purchaser segment

Easy Testing Split testing the mobile product page to improve engagement

Old Product Page New PageWhat We Tested

5% increase in

conversion rate

6.4% more items

added to cart

5.4% higher per session

value on new design

Easy Workflow Using out of the box templates for social proof and geo-targeting

10% increase in revenue per session

from social proof notifications

15% increase in revenue

per session from free

shipping templates

Launching Our Kit

Live On-Stage Demo!

The Busiest Month in Football eCommerce

In the month that the

new kit is released,

75% of online sales are

kit related products!

Our Website Needs To Be Ready