Implementing omni-channel personalisation

Headline results

  • One omni-channel campaign generated nearly 5% incremental sales on top of the standard sale promotions (split-tested data)

Why?

  • Online customers, especially young customers, expect a measure of personalisation on an ecommerce site today

  • Testing confirmed our hypothesis that when we personalised areas of the site to specific users, based on their affinities, they converted at a higher rate

How did we do it?

〰️Testing 〰️

  • Small POC - we started with a minor use case on the homepage, looking at a slim user affinity to personalise against

  • Reporting - the effect of the POC was slightly positive, supporting a wider rollout

〰️Iterations〰️

  • POC use case expanded - broadened the affinity base for the initial POC to expand testing

  • Brought in tactical use cases - e.g. needing some directional sales, we targeted specific affinities and user behaviour to promote specific products or product categories

  • Omni-channel - incorporated CRM and paid social to create truly omni-channel personalisation

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