E-Business Forum 2014 had an excellent overview of events in e-commerce. In terms of professional contribution, however, it was the most valuable presentations that featured experience traditional electronics retailer Datart with personalization in its e-shop. Personalization is viewed as a higher league of electronic sales and is something that e-shops too and can not even do that. Very honest presentation of Jiri Navratil and George Stephen revealed that its implementation is nothing simple.
Shop manager Datart, Jiri Navratil said his presentation by saying, “I’m out of that nasty company that does business differently.” Primarily, it meant that Datart was initially a traditional stone chain, which is under the pressure of circumstances very well adapted and online world. but it also referred to the fact that Datart as one of the few e-shops trying personalization. His gaze manager who counts profitability introduction of individual, added CEO Etnetera Activate, George Stephen, as an evangelist personalization of e-commerce and one of the founding fathers Soyka system, which it has to deliver.
What you can personalize?
What is this personalization? What most e-shops doing. Datart tried some elements of this approach before relatively long time, while introducing a dynamic homepage to which users saw it last visited products. This time, however, tried to go much deeper.
3 types of information about people:
– What people say
– How customer behaves
– Estimation based on information and behavior
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Datart therefore added as customer behavior – each be assigned to a virtual card on which is written must be how he moves on the web, what makes a mobile device, which opens or e-mails.
Much of the information is, however, estimated. In Datart thus supplement based on e-mail addresses if someone is male or female. Based on past purchases is calculated by using the profitability of a particular customer. It is estimated also that, if someone is more like a regular coffee drinker or audiophile.
This all falls out customer profile that is stored in the system Soyka. Jiri Navratil warned: “From the sea of data can calculates almost everything, and paying for consultants will be very happy to speculate on countless scenarios. It is important therefore to be approached with caution Business and identify what you really need to know.”
The most typical form of automation are recommending different ways: e-commerce is changing menu; after some time will show what you have viewed; as part of the ordering process to you in a timely offers other products that you in relation might be interested. “Currently, we can see a different page than the default 75% of visitors. All these elements have a 4x to 5x greater conversion capability than conventional offer without any personalization. It turns especially during repeated visits when a customer so to kick in, “said George Stephen.
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Up-sell can work even for repeat visits. Therefore, the system Datart holds in memory when the user owns a particular product, and during his subsequent visits, it offers additional accessories. Remembering the past can facilitate even more buying. According to Stephen will spend a month that the system will remember the last method of transport and payment, thus reducing the likelihood that a utility cart becomes a grave conversion.
Personalization of mailing
Personalization is of course not only relate to what the person displayed on the site. Significant accomplishments may have in the case of marketing. The most powerful weapon of e-shops, e-mailing. Alas it is in the Czech Republic used this tool as a spam sending machine gun on the entire database mails with daily regularity. The JNE lecture at the EBF, moreover, recalled Thomas Čupr.
Jiri Stepan gave three examples of how to approach the mailing otherwise. And with a greater respect to the previous operation of customers.
Newsletter based on users’ movements around the Web
If you’ve surfed the Web in the department of television and nowhere else, and you’re done shopping, you are sent an email with a special offer of television technology. Offer is not exclusive, it is a reminder of products that you have viewed. “It ran about half a year, the newsletter had a great open-rate. It earned about one million crowns, but we stopped it, “said Stepan.” Why? Because we annoy people with it more than we wanted. Moreover, it was very difficult to find these mailings triggered automatically coordinate with classic newsletter planned campaigns. This could only happen in the worst case, the same day the customer came with the mail offering the same TV twice.
The forgotten basket
Datart sends, as well as plenty of competitive e-commerce, forgotten basket. It works very nicely and every one that saves two to three baskets. It is important to ask for feedback on why buying prve done. So you can learn that it was necessary for the prize or transport. Disadvantages may be similar as in the paragraph above. Additionally, it is the biggest warning: “Hey, I’m watching you,” which may not be every user’s taste. When philosophical question is whether it is a transactional mail, which you can send to someone who checked out from your mailing database, or marketing offer, for which you would not allow it?
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