- RETAIL SEGMENT: Apparel
- PRODUCT: Find™
- CHALLENGE: With more than 2 million unique SKUs, Swap.com needed to move beyond basic site search to provide ‘true personalization’ that is instant, individualized, accurate and exceeds shopper expectations.
- Delivered initial ‘out of the box’ conversion increase of 7.3% – the biggest conversion increase Swap.com has ever seen as the result of introducing a new tech capability.
- Immediately enhanced brand perception & engagement by returning relevant results for queries averaging 2.2 words or less. Provide a better experience to high-value customers (40% of revenue comes from session with search).
- The search experience at scale to help Swap.com understand if shoppers are locating the items they wish to buy.
Swap.com is the largest online consignment and thrift store in America with over 2 million unique items available for purchase. The company was recently named to the Internet Retail Hot 100 List for is unique business model and vision to help customers be environmentally sustainable while saving money on their favorite brands.
With more than 2 million unique SKUs, Swap.com needed to move beyond basic site search to provide ‘true personalization’ that is instant, individualized, accurate and exceeds shopper expectations.
- RETAIL SEGMENT: Large Industrial Distributor
- SOLUTION: Engage™
- CHALLENGE: This case study highlights how Engage™ was used to optimize customer engagement— without having to invest intensive manual resources.
- RESULTS: Using RichRelevance Engage™, this supplier achieved the following banner performance:
- Increased AOV by 13%
- Increased conversion by 116%
- Increased revenue by 125%
- Increased click-through rate by 34%
“What I love about Engage is that it takes us out of the equation in determining what customers would respond to best. Because Engage is based on algorithms, it helps us make that decision.” — Digital Marketing Manager
A large industrial distributor of maintenance, repair and operations (MRO) products and services to multifamily, hospitality, healthcare and government facilities across the United States and Canada. The industry leader carries more than 55,000 products on its website.
The digital marketing team overseeing promotions, email and display marketing and social media, had the daunting task of identifying and placing website banners to better expose a massive product selection and drive revenue from online visitors.
When it came to banners, they noted that “we were seeing poor results on home page banners. Nothing was working. Customers came and left and we simply weren’t getting a lot of traction.”
Moving personalization beyond product recommendations
The retailer tried different programs as an interim step to force banners based on what they thought would work, but then learned about the Engage™ product offered by their existing personalization provider, RichRelevance. Having used its Recommend™ product since 2010, they had already witnessed firsthand how personalized product recommendations help fuel the online path to purchase.
“As soon as we heard about Engage, we were super excited. Its features matched our goal of increasing banner engagement with our customers by leveraging segmentation and targeting, as well as self-optimizing capabilities,” said the digital marketing manager.
RichRelevance Engage maps individual shopper behavior against advanced targeting and audience segmentation tools so that marketers can deliver highly personalized campaigns with relevant content. Its ability to automatically optimize this matching saves valuable time and eliminates the need to run hundreds of manual A/B tests to get content personalization right.
The retailer implemented Engage in August 2013, and has seen significant success in its key metrics, including a 13% increase in AOV (compared to the website AOV of those who didn’t click on a banner), 116% increase in conversion and 125% increase in revenue (as compared to previous banner ad performance, for the latter two metrics).
“What I love about Engage is that it takes us out of the equation in determining what customers would respond to best,” says the team. “Because Engage is based on algorithms, it helps us make that decision.”
Seamless cloud implementation
Adding the Engage product to their site was seamless, and brought not only time savings, but additional benefits when it came to execution and learning. The Digital Marketing Specialist who manages online promotions and internal site display for the business, shares the details: “Before we implemented Engage, we only had one space to do any sort of marketing and banner messages. Other programs allowed us to display marketing banners on different pages, but were still very manual in terms of entering information for each individual target and segment. They involved a lot of people, and designers. With Engage, I’m saving at least several hours of time per campaign. Engage also now allows us to run 50 to 100 campaigns at a time, which we were never able to do before.”
Gleaning customer insights across the purchase journey
In addition, Engage is helping the team learn what customers respond to. “Customers weren’t responding to information or content like brand features and website resources, but were really engaging when it came to promotions.” They have also learned which verticals engage the most, and gleaned best practices to help optimize banner placement, based on their ability to monitor and measure campaign results through the Engage dashboard.
Previously, the digital marketing team only had the opportunity to deliver one banner per industry (out of five total served) per home page per month. Today, this retailer can serve banners not only on the home page, but also on key conversion pages like product, registration, and order confirmation pages—all while testing many different promotions. It is able to meet its goal of optimizing customer engagement via banners that expose the most relevant products to the most applicable shopper segments.DOWNLOAD
- RETAIL SEGMENT: Wellness & Beauty
- PRODUCT: Engage™
- CHALLENGE: Clarisonic wanted to maximize revenue per session by optimizing home page content tiles for different customer segments.
- RESULTS: Using RichRelevance Engage, Clarisonic achieved the following performance on its home page content tiles:*
- 20% increase in clickthrough rate (CTR)
- 24% increase in revenue per session
- 35% increase in overall clicks
* Comparing performance from October 2014 against October 2015.
“The fact that I can keep testing content and justify why I’m showing it is amazing! I’m confident that these data-driven decisions are helping to move visitors efficiently through the purchase funnel.” Casey Davidson Director of Ecommerce and Digital Marketing , Clarisonic.
Clarisonic’s mission is to beautifully transform skin through its award-winning devices, which cleanse skin six times better than hands. Hand-assembled at its Redmond, Washington headquarters, the devices are distributed through prestige retailers, dermatologists, cosmetic surgeons, spas and online at Clarisonic.com. Clarisonic is part of the L’Oreal Group.
As Director of Ecommerce and Digital Marketing for Clarisonic, Casey Davidson is in charge of managing customer website experiences to achieve the directto-consumer revenue goals for the business. In addition to optimizing traffic, conversion and revenue, the Clarisonic.com team manages all content, paid media channels, affiliates, search engine optimization and search engine marketing as well as retargeting, email and loyalty programs.
For Davidson, engaging and educating the new user is a critical objective for the website. When new visitors have their first experience with the brand on the website, she wants the site to represent the “knowledge hub of the brand” so they can learn everything—from which Clarisonic device is right for them to what skin care products and brush heads pair best with their chosen device.
Old way: multiple messages meet multiple needs
Prior to working with RichRelevance, Davidson’s team used a carousel approach for their website homepage. A rotating carousel of three to four content tiles cycled through the home page, switching to one static tile during sale periods.
Davidson considered this method to be standard but outdated. “Promoting multiple messages regardless of behavior, and hoping one sticks, was not ideal. We gained no insight into the segmentation of our customer database—who’s coming, what they’re interested in,” said Davidson.
While the approach satisfied internal stakeholders who wanted frequent home page updates and wanted to ensure that a variety of messages for different products were seen, the issue remained: It was impossible to determine which messages resonated with visitors.
Personally, Davidson felt that it could be hard for visitors to digest any message moving through a carousel, let alone decide where to click. With no analytics or data to back up the message choices being made, she knew it was time for a change.
“We spend a lot of money to drive folks to the website and my job is to make sure they convert with the highest revenue per session,” said Davidson.
New way: content and context motivate visitors through the purchase funnel
Having learned about RichRelevance through existing partnerships with sister brands at L’Oreal, Davidson decided to use the Engage™ solution to segment audiences, and test and optimize content tiles against key metrics—clickthrough rate and revenue per session.
“Everyone will always have an opinion, but our job is to move from opinions to data-based decisions that show what customers are gravitating toward,” said Davidson. “Clickthrough rate may be a function of creative; revenue per session may be function of the right message and content. A lot of times we don’t know, and that’s why it’s critical to always be testing.”
RichRelevance Engage maps individual shopper behavior against advanced targeting and audience segmentation tools so that marketers can deliver highly personalized campaigns with relevant content. Its ability to automatically target each segment, optimize the most effective creative for that segment, then pass the data back to the business to inform creative decisions for the next round of campaigns saves valuable time and eliminates the need to run hundreds of manual A/B tests to get content personalization right.
Clarisonic implemented Engage in June 2015, and has seen significant success in key metrics for users that interact with its home page content tiles, such as a 20 percent increase in clickthrough rate and a 24 percent increase in revenue per session, while also seeing a 35 percent increase in overall clicks.
“Engage gave us information on what messages and creative were resonating with customers. We tested 12-15 pieces of content for each customer segment and found two that resonated very well: ‘Find your Clarisonic’, which linked visitors to an interactive skin quiz recommendation engine, and a tile with the message ‘Great Skin Starts Here,’ which highlighted our key skin care benefits to our users,” said Davidson.
With plans to continue testing current content “winners” against new content, Davidson looks forward to uncovering more learnings and insight from using Engage.
“The fact that I can keep testing content and justify why I’m showing it is amazing! I’m confident that these data-driven decisions are helping to move visitors efficiently through the purchase funnel,” she said.DOWNLOAD
- RETAIL SEGMENT: Pureplay department store
- PRODUCT: RichRelevance Engage™
- CHALLENGE: HP wanted to create a direct, personalized relationship with each customer from the moment they first use their new HP device.
- RESULTS: HP used RichRelevance Engage to create HP Jumpstart, a personalized companion app that encourages and inspires every customer with a highly relevant content experience.
- HP Jumpstart will be HP’s largest direct customer channel by the end of the year.
- The new companion app has yielded a greater than 30% increase in engagement as compared to the generic template HP used in the past.
- Quality of engagement has improved as more than onethird of customers engagement in welcome content and minutes of use has doubled since our pilot began.
HP (#20 on the Fortune 500) is one of the world’s largest computing companies, creating technology to make life better for everyone, everywhere. The company’s mission is to engineer experiences that amaze, and HP produces more devices for more customer segments than anyone else in the industry.
Since the majority of HP devices are sold through retail channel partners, HP doesn’t control the customer experience or have a direct customer connection at the point of sale. However, they do own the ‘first boot’ – that critical moment when a consumer first uses their new device – and the subsequent customer journey through usage and discovery.
Drilling into the first boot experience, HP’s research found that robust product knowledge and software are major contributors to satisfaction, but pre-installed software and wizards are too generic to meet consumer needs. The company also found that the more customers spend time and explore, the happier they are with the new device and more likely to recommend to others:
- 90% of customers want to do more with their PC
- 70-80% of user satisfaction is generated at first boot
- 44-47% dissatisfied with pre-installed software experience Software drives 50% of top 10 customer wants in next device.
Armed with these findings, HP looked to reinvent its approach to the first boot experience and beyond. Instead of treating every customer in the same way, HP wanted to provide a personalized experience to inspire, engage and assist customers in getting the most possible from their new device.
HP set strong criteria: the personalization strategy would need to scale to millions of customers without losing relevance; it needed to seamlessly integrate with HP’s existing and future product marketing assets; and it should automatically optimize in real time as new data and content entered the system.
HP turned to RichRelevance Engage to create HP Jumpstart, a trusted personal companion app that delivers a fully personalized content experience. Using advanced AI, the app engages new and returning customers with dynamic content that shows exactly why their particular product is spectacular. HP Jumpstart points to the accessories, software and services needed to meet an individual’s goals and anticipates evolving demands over time.
How It Works
Beginning at first boot, HP Jumpstart takes users through a series of nine dynamic screens and up to 30 content tiles that connect them with the most relevant information based on what they want to achieve with their new device.
Using advanced AI, every screen and every flow is personalized in real time from thousands of potential messages and differs by customer, segment and geography – presenting the most relevant experience from millions of possibilities. When the customer returns to the app, additional screens and suggestions are available based on up-to-the-moment goals, preferences & behavior.
For example, a U.S. customer buying a premium laptop may be immediately enticed to “Watch Netflix anywhere with a 360-degree hinge” or “Charge your phone from your laptop even when it’s powered down” – essential features that HP had no way to communicate in the past. Alternatively, for a hardcore gamer with a new desktop, HP Jumpstart can take on a totally different complexion with the personality, look and feel of what the HP gaming brand is all about.
Behind the scenes, Engage leverages nearly 300 contextual data attributes received by the Jumpstart app to power a dynamic, personalized content experience based on what is most germane to each customer segment. Advanced machine learning and AI maps individual customer behavior against advanced targeting and audience segmentation tools to display the right content within each screen – as well as determine the correct screens and flow.
Each HP Jumpstart experience is continuously – and automatically – optimized with advanced machine learning that eliminates manual A/B tests. All content is served directly from HP’s Content Management System, allowing HP to use every asset while relying on Engage to scientifically optimize customer response.
“We want to tell the customer why their HP product is awesome – and make sure they are getting everything they need out of their purchase. Engage takes on the heavy lifting of determining when, where and how to get these messages to the customer in way that is helpful, not obnoxious. We provide the content options, and RichRelevance takes on the task of figuring out the right message and time to captivate the customer.” – Aron Tremble, Sr. Director of Software Experience & Products – Personal Systems, HP Inc.
Within six months of launching the Jumpstart companion app, HP has rapidly expanded Jumpstart to millions customers worldwide, and expects this to be the company’s largest direct customer channel by the end of the year. The new companion app has yielded greater than 30% increase in engagement as compared to the generic template HP used in the past And HP continues to record measurable boots in customer volume and quality of engagement, including significant increases in minutes of use each month and average monthly CTR.
HP continues to take advantage of new opportunities to use Engage to accumulate customer insights while delivering a personalized relationship the across the customer lifecycle. Ultimately HP plans to use personalized content to improve all aspects of its business: from awareness of devices, accessories and services through contextual help and predictive support for established users.DOWNLOAD