2013 D2 Conference - Personalizing Digital Experiences to Drive Loyalty

Personalizing Digital Experiences to Drive Loyalty Colin McDowell

Rockfish Interactive

2 2 02/22/13

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Everything that can be digitized will be.

Everything else is communicated via digital.

Welcome to the Digital Revolution

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Summary Success in the post digital revolution world requires that brands and retailers: •  deliver personalized content in

a seamless fashion across all relevant touchpoints.

•  be there 24/7 to listen and respond in real time whenever and however she wants to interact with you.

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The shopper is surrounded by digital signals.

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She’s in control of the signals she tunes into.

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She’ll only tune in to retailer and brand signals that are most relevant to her.

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The retailer’s goal is to deliver a signal she’ll tune into while also listening and responding to her signal.

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The retailer’s goal is to deliver a signal she’ll tune into while also listening and responding to her signal.

To achieve this, you need a framework to deliver a seamless and personalized experience.

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Let’s build a retailer’s signal tower from the ground up

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The foundation starts with knowing and understanding your shopper.

Shopper 1. Know and understand your shopper.

Personal Attitudes & Interests Profile Preferences Search behavior Purchase History, Location & Time

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Know the job you’re doing for her and how it relates to your objectives.


Shopping Trip Mission Consumption Occasion Brand positioning Retailer environment Campaign objectives

Context 2. Marry the shopper needs with the right context.

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Create and Deliver Personalized and Relevant Content


Product Information Suggestions Ratings & Reviews Store Information Pricing Offers & Deals


Content 3. Deliver personalized and

relevant content.

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Simplify and converge to deliver a seamless experience where and when she is most receptive.


From the shopper’s perspective Simple & Easy To Use Consistent Integrated Always available Responsive



relevant content.

Seamless 4. Create consistent

Multi-channel integration.

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Actively Listen & Respond




relevant content.



Relationship

Loyalty and Digital Personalization in Action

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How Retailers Drive Loyalty Through Personalization

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How It All Starts With the Shopper

•  Nordstrom is well on the way to creating a single user-environment that allows customers to have a consistent, customized experience whether they are online, on mobile or in-store.

•  Customers exist the same – with the same preferences and experience of Nordstrom – regardless of their entry point into the ecosystem.

•  Almost everything customers do or create at one touchpoint is known and activated upon at other touchpoints, no matter if the customer is physically in store or connecting via digital.

Know Your Shopper

source:NRF Store.org “Leader of the Pack article


Personal Attitudes & Interests Profile Preferences Search behavior Purchase History, Location & Time

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Connecting Data Points With Contextual and Seasonal Relevance

Marry Needs With Context



Shopping Trip Mission Consumption Occasion Brand positioning Retailer environment Campaign objectives

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Personalized Content and Curated Shopping Experiences

Creating Break-Through Content


Product Information Suggestions Ratings & Reviews Store Information Pricing Offers & Deals


relevant content.

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Seamless Shopping Experience

Content When and Where She Wants


From the shopper’s perspective Simple & Easy To Use Consistent Integrated Always available Responsive



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Managing the 2-Way Communication

Actively Listen & Respond


Relationship

•  Social keeps customers up-to-date on current trends, suggest styles and look-books, as well as advertise sales and special offers

•  Social channels increase access to their legendary customer service and give advocates a bigger

megaphone

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relevant content.



Relationship 5. Actively listen

and respond.

2013 D2 Conference - Personalizing Digital Experiences to Drive Loyalty

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