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How granular data is used to create behavioral personas and drive hyper-personalization in online retail

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7%

increase in sales per customer contacted

☺

highly detailed single customer view

$$$

Improved personalization and increase in customer LTV

About the customer

Founded in 1875, this omnichannel retailer is the UK's most successful home shopping company. It also offers customers the unique ability to carry shopping bags across its website and complete check out on any site.

Use Cases

  • Customer experience
  • Hyper-personalization
  • Omnichannel & offline aggregation
  • Predictive analytics

Challenges

Customers are increasingly using multiple devices to visit the retailer’s online sites, with mobile traffic (smartphone and tablet) now accounting for 50% of all sessions. Two years ago, mobile traffic was only 16%. This creates new challenges in creating a quality customer experience, but the company’s analysis of customer behavior has revealed that those using multiple devices are significantly more valuable to the business through greater overall sales.

The retailer has recognized the value of customer data for many years, creating a single repository for all trading and customer data in a Teradata data warehouse over the past 20+ years. The quantity of online customer information now captured is extraordinary – since 2010 the company has captured and retained every single website click, search, basket add, purchase, etc. within Celebrus, creating about 65GB of customer data every month. While that’s a huge amount of data, the company keeps it all because it gets enormous value from having that level of detail, and they see it as an enabler to creating a more complete picture of the customer and their life-stage.

With customer behavior continually changing, the biggest challenge for the retailer is ensuring the quality and relevance of each customer’s experience.

20

successful independent brands

>58%

of sales generated online

65GB

of customer data created

every month

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Solution

The 65 GB of online customer data collected in Celebrus every month is fed into a Teradata data warehouse. With 62 tables of granular data, the retailer can visualize a variety of customer activities at an individual level:

  • How a customer is sorting products

  • Time spent viewing a single page

  • Entry method to the site, i.e., paid search

  • Products added and removed from basket

  • Use of filters, i.e., size or price

  • Search terms used, i.e., ‘plus size maxi-dress’

Celebrus enables the retailer to understand how each customer is interacting with their site, giving them the insight they need to truly optimize the customer experience. Using Celebrus also allows the company to compare conversion rates between individuals that do and don’t use image zooming, track exit pages and abandoned products, and even map customer journeys. These are all important ways the retailer can assess the way their customers are responding to the overall experience.

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The beauty of Celebrus is that we can allocate a customer account number to around 50% of our traffic, which means we can build up a really good picture of what each individual is doing on the website in one session - and then stitch that together over multiple sessions to get a highly detailed single customer view.

Results

Combining offline and online data within Teradata provides the company with deep customer insight, including contact, payment and order history, and exposure to marketing campaigns. This highly detailed, single customer view enables them to build an accurate picture of lifetime value and create a profit score for every individual. In addition to using this web data within all marketing campaigns – from email to outbound telemarketing – the retailer is using this depth of web insight to deliver a far more personalized overall experience.

The retailer has already seen a 7% increase in sales per customer contacted, by using the granular data collected by Celebrus to better understand their customers at an individual level.

Goal: Use predictive modeling to deliver a relevant, omni-channel, and personal CX

How was this done?

The power of the Celebrus technology has transformed the retailer’s understanding of the customer journey. It enables them to become increasingly sophisticated in their use of customer data. The company uses Celebrus data to drive behavioral emails such as ‘browse not bought’ and ‘abandoned basket’. Email campaigns are also informed by product preference or the way a customer sorts on site - indicating price sensitivity for example.

Goal: Improve customer segmentation with detailed behavioral personas

How was this done?

The retailer has created a number of behavioral personas – such as ‘value hunters’, ‘frequent abandoners’, and ‘on-trend customers’. This allows them to create a more relevant and personal experience as customers arrive on site.

For value hunters – those who consistently visit the sales area or sort by price on the navigation – they have a series of triggers that they can action via website personalization. By contrast, ‘frequent abandoners’ can be identified and offered incentives to encourage them to complete the purchase or increase the number of products in the bag, while ‘on trend customers’ – those always looking for new products – can be targeted with the latest items and aspiration emails.

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These personas build on the customer segmentations we have traditionally created using transactional data by adding a real understanding of intent and wants through the behavior exhibited by individual customers online.

- Peter Norvig

7% increase in sales per customer contact thanks to identity resolution

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This online retailer did it, and you can too!

Celebrus is the radical data solution that uncovers the deepest insight to reveal true customer context and identity - with a single line of code!

Finally solve gaps in data capture, customer context, connectivity with full compliance to elevate your marketing and personalization and explode revenue.

Connect with us today to experience the power of Celebrus for yourself!

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