1. Presenter:
Miche Dwenger
Sr. Director eCommerce Experience | Dick’s Sporting Goods
SESSION :
Advanced personalization:
The secret weapon of ecommerce
strategists

2. Today’s Speaker
Senior Director of eCommerce Experience for Dick’s
Sporting Goods
Over 20 years of specialty retail experience for both brick
and mortar and e-commerce
Expert in e-commerce, specifically site merchandising, web
analytics, site navigation and customer experience
Successful track record for building and growing young
businesses
Focus on being awesome!

3. Dick’s Sporting
GoodsFounded in 1948
Over 850 stores
30,000 employees
Launched eCommerce in 2008
Currently operates 4 sites (dicks.com, golfgalaxy.com,
shopfieldandstream.com, calia.com)
Consistent double digit YOY Growth
Personalization kick-off in 2013

4. Personalization
GoalsData driven automation
Focus on regional relevancy
Enhance product discovery and findability
Personalization with merchandising flexibility
Customer experience strategy testing
Increase cross-sell and upsell opportunities
Increase engagement and conversion

5. TAKING
PERSONALIZATION TO
THE NEXT LEVEL

6. CONVERGENCE OF
ONLINE & OFFLINE
• Meet expectations of a seamless
omnichannel experience
• Create a 360-degree view of the
customer for increased relevancy
• Adopt a customer-centric approach
connecting channels to build stronger
relationships
• Shoppers online behaviors are
driving change
• New expectations for the
customer experience
• Brands competing on customer
experience
MARKET
DRIVERS
SUPPORTING
ORGANIZATIONAL
GOALS
• Digital strategies aligned to drive
growth
• Leveraging digital channels to drive
more revenue for stores
• Personalization as a strategy to
reduce costs while increasing
revenue, customer satisfaction, loyalty
& advocacy

7. DATA IS THE FUEL FOR
ADVANCED PERSONALIZATION

8. There’s data…
DEVICE & TECHNOGRAPHICS
CONTENT METADATA
PRODUCT METADATA
COLLABORATIVE BEHAVIOR
SEARCHES
INVENTORY
GEOGRAPHY
WEATHER
TIME OF DAY
OFFLINE & POS TRANSACTIONS
PRODUCT & GIFT FINDER
ANSWERS
PREFERENCES, SEGMENTS, CRM &
3RD PARTY DATA
CURRENT SESSION BEHAVIOR
PAST BEHAVIOR
CURRENT PRODUCT
LIFETIME VALUE / RFM
DIGITAL TRANSACTIONS
CURRENT CONTENT

9. Digital Purchase
Offline Purchase
Cart Add
Cart View
Cart Remove
Registry Add
Registry View
Registry Remove
Wishlist Add
Wishlist View
Wishlist Remove
Favorable Ratings
Neutral Ratings
Unfavorable
Ratings
Favorite
Unfavorite
Bookmark
Social Click
Product View
Asset View
Category View
Brand View
Product Metadata
Content Metadata
Search Listings View
Visual Search
Suggestions
Product Finder Start
Product Finder
Completion
Product Finder Answer
Gift Finder Start
Gift Finder Completion
Gift Finder Answers
Category Listing View
First Visit Date
Last Visit Date
Number of Visits
First Order Date
Last Order Date
Number of Orders
Number Visits since Last
Order
Average Order Value
Lifetime Value
Loyalty Tier
Preference Data
CRM
Time Zone
UTC Date Time
Month of Year
Day of Month
Day of Week
Hour of Day
Country
Region
Metro Code
City
Postal Code
Area Code
Latitude/Longitude
Local Store
Current Weather
3 Day Weather
7 Day Weather
Weather Condition
Temperature High
Temperature Low
Rainfall
Snowfall
Wind speed
Weather Alerts
Device Type
Browser Name
Browser Vendor
Browser
Version
Then there’s data on
steroids

10. Using AI to Deliver
Advanced
Personalization
Use data to deepen customer
profiling by understanding words,
speech, images and context
Explain, guide, prioritize and
recommend what the next
best action
Predict
Deliver unique personalized
experiences at scale
Respond Continuous
Learning
Understand
Get smarter with every
customer interaction

11. Criteria
Selecting the Right
Solution
AI-powered omnichannel
personalization platform
Solutions that automate
the data and logic
#1
Able to leverage AI, but
flexible to allow manual
influence
#2
Personalize logic for
business requirements
#3
Platform
agnostic
#4

12. ADVANCED PERSONALIZATION
TACTICS DRIVING RESULTS

13. True Omnichannel
Experience
Web
Native App Email
Connecting data to deliver a
consistent experience
Same company promotion with
individually tailored recommendations
Includes in-store behaviors for
ultimate omnichannel consistency

14. Guided Discovery
Through Gamification
Engage shoppers with interactive quiz to
help them find the most relevant items
Surface relevant products and help build
unique customer profiles to use in the
future
Enhances search, and adds a fun and
interactive layer to the personalized
experience

15. Connecting Online & O
Support BOPIS upsells to each individual
store location
Recommendations based on product
availability to each shoppers desired location
Deliver BOPIS upsells across web, mobile, or
email touchpoints

16. Recommended
For You
Ability to leverage multiple data sets to power
various personalization strategies
Recommendations based on real-time behaviors
and intent plus contextual information and
historical data
Drives customer loyalty and return visits, improves
engagement, promotes cross-sell opportunities

17. Regional Relevancy
Understand customer regional trends to target and
promote geo-specific content, offers and
promotions
Recommendations based on product availability to
each shoppers desired location
Better use of data for a seamless customer
experience
Peak Football Markets Peak Back-to-School
Markets

18. Empowering Sales
Associates
Revamped in-store associate application to now
include cross-channel data for real-time
suggestions
Recommendations based on product availability to
each shoppers desired location
Enable store associated to access a rich customer
profile including personal preferences and past
purchases

19. Personalized Paid
Listing Ad Landing Pages
Leverages referring data source to trigger
personalized product landing pages
Delivers a relevant sort of similar products based
on shoppers’ interactions with a product listing
advertisement (PLA)
Reduces bounce rates, improves engagement and
drives conversions
Under armour t-shirt

20. LESSONS LEARNED

21. Gotcha’s & Lessons Learned
Test, and test
again
#1
Understand what data you have &
how it could affect the customer
experience
#2
Be consistent across all channels –
don’t just focus on one, think big
picture
#3
Lack of understanding
from the organization as
to what and why things
are being done
#4

22. PERSONALIZATION SUCCESS

23. Takeaways & Success
APPROACH PERSONALIZATION
STRATEGICALLY & HOLISTICALLY ACROSS
ALL CHANNELS AND TOUCHPOINTS
AIM TO PERSONALIZE THE
ENTIRE CUSTOMER JOURNEY
GOOD PERSONALIZATION IS
IMPOSSIBLE WITHOUT GOOD
CUSTOMER DATA
IMPLEMENT PERSONALIZATION IN
PHASES…WALK BEFORE YOU RUN AND DO
NOT TRY TO BOIL THE OCEAN!
73%
INCREASE IN
ITEMS PER
ORDER
(Mobile)
124
%
INCREASE IN
SHOPPER
CONVERSION RATES
(Web)
20%
INCREASE IN
AVERAGE ORDER
VALUE
(Web)
$37MREVENUE FROM
RECOMMENDATIONS
(Web)
*metrics are based on shoppers who engaged with recommendations

24. Deep Dive
Topics
What type of personalization
testing and optimization
should be done? How often?
Why implement
automation and still
include manual
influences?
What is incurmentality vs.
distraction, and why is it
important to understand
both?

25. Thank You