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Brand Engagement & The Episerver DXC Service
1. Brand Engagement & The
Episerver DXC Service
CREATING ENGAGEMENT & LOYALTY IN THE COMMERCE SPACE AND AN
OVERVIEW OF ACHIEVING THIS ON THE EPISERVER DXC SERVICE PLATFORM
2. Introduction – Scott Reed
Development Director @ Redweb
10+ Years in Developing CMS/Commerce
Episerver Most Valued Professional
Technology Enthusiast
Google Fanboy
3. “
”
In the beginning, e-commerce was really about
getting commodity products online as cheaply as
possible. Now, we’re moving into the more exciting
phase of eCommerce, where it’s about emotional
products – the things people really cherish.
JASON GOLDBERG, FOUNDER AND CEO OF FAB.COM
4. 77% of
consumers have
recommended, chosen
or paid more for a brand
that provides a
personalized service or
experience
– Forrester
85%of internet users
specifically expect and
accept personalization as a
part of their online retail
experience
– eMarketer
74% of online consumers get
frustrated with websites when content
appears that has nothing to do with their
interests – Janrain
59% of customers say
that personalization
influences
their shopping decisions
– Infosys
Market Opportunity
5. Episerver
Brands lack the sophistication to meet customer needs
Help your customers create powerful digital experiences
91%
Don’t use real-time onsite
behavior to personalize
85%
of brands don’t personalize
beyond broad segments
and simple clustering
90%
of top-tier retailers say
they’re NOT highly effective
at personalization
Econsultancy, “The Realities of Online Personalisation”, Kahuna, Gartner
Episerver
Market Opportunity
7. Net sales revenue of Amazon from 2004
to 2017 (in billion U.S. dollars)
How do we compete?
• Better search experience
• Better content
• Better omnichannel
• Engaging online to in-store
journey
• Personalisation
• Innovation
• Brand Love
8. What part of the digital space within e-
commerce can we control?
9. 600+
Employees
30,000
Global web experiences
39,000
Members in our developer
community
9,000
Customers
880
Partners
$18BN
Annual commerce revenue
influenced
Established 23
Years
Our mission is to make it easy for customers to create effective digital
experiences for their customers - in any channel and on any device.
Episerver at a Glance
10. THE 3 TIERS OF PERSONALIZATION
Segmentatio
n
BehavioralBasic/Standard
Hello Greg, Welcome Back
British men who like shirts
and jeans
This is what they should see
Based on what what you’ve
browsed and what people
with similar behaviors like
you
Here’s your product or
content that best fits you
Tier 1 Tier 2 Tier 3
12. Tier 2: Visitor Segmentation
• Segment visitors into Visitor
Groups based on common
profile information,
preferences and
demographics
• Deliver relevant content and
products to drive conversions
Group
Personalize
Track Individual Visitor Behavior
• Track visitor behavior across
multiple channels, enrich with
data from multiple sources
• Understand the customer’s
complete journey and
remarket to them
Tier 3: Product Recommendations
• Uses machine-learning to
provide personalized 1to1
product recommendations
• Web, mobile, email, in-store
…
Track
Track
Tier 3: Content Recommendations
• Map out the content journey
for your users based on the
brand experience you’d like
to guide them through.
• Deliver the right content to
the right visitor at the right
time, to increase engagement
and conversions.
13. Episerver
Experience-Driven
Commerce
Digital Maturity SolutionsCustomerExperienceDelivery
Organizations Digital Maturity
Digital Catalog
CMS
Marketing
Automation
Storefront
AI-Based
Personalization
Individualized
Content
CMS, Advance,
Find, Insight,
Profile Store
Intelligent
Campaigns
Campaign, Reach,
Insight,
Profile Store
Commerce, CMS, Find,
Social, Perform, Advance,
Reach, Insight,
Profile Store
Customer Journey
Analytics
Customer Data
Platform
Event Triggers
* Tier 3 Personalization Features
14. Website
Campaign
Orchestration Platform
Machine Learning
Product Recommendations
Campaign data
Personalized
Experience
User Behavior
Abandon basket
• Welcome email/sms…
• Order conf...
• Abandoned
purchase…
• Discount coupon…
• Recommended
products …
Profile Store
15. Mail and event triggering Content recommendations
Product recommendations Data aggregation
Search optimization
Data visualization
• Injects product (Perform) or content
(Advance) recommendations into
email
• Personalized event triggering
• Autonomous data segmentation
• Content metadata enrichment
• Cognitive content service
• Content sequencing
• Behavioral product
recommendations
• Geo location and social
• Behavioral pop-ups
• Enterprise site search
• Faceted navigation
• Behavioral boosting
• Best bets, synonyms and auto-complete
• Personalized version adds machine-
learning rankings to results
• Collects visitor activity, behavior,
attributes, preferences, devices, geo-
locations
• GDPR-compliant data security and
privacy
• View authenticated profiles
• View anonymous personas
• Target segment creation
• View customer and cohort journeys
• Actionable analytics
[Personalized Find]
[Perform]
[Profile Store]
[Reach]
[Advance]
[Insight]
Platform Functionality
16. Challenges
• Extra cost of implement personalisation & platform
• Buzz tech seen as a solve all situation (excitement, disappointment, realisation)
• Machine learning requires data sets or time to build them up
• Platforms all want you to believe their platform is best
• Customer’s understanding of new technology
Notas del editor
Creating a feeling that the company understands you
Feeling more than just a customer
Creating value beyond conversion goals
In the age of GDPR where users was for unique experiences if they consent to giving you their details it’s important to show them the added value
As we said brand goals are more important than conversion goals
There is a massive partner opportunities to help your customers create these powerful digital experiences because most of them aren’t meeting the needs of their customers. Only:
9% use real-time onsite behavior to personalize
15% of brands personalize beyond broad segments and simple clustering
10% of top-tier retailers say they’re highly effective at personalization
These are clear indicators that marketers are struggling, especially given that 59% of shoppers want a personalized online shopping experience.
Customer want a more engaging experience
Complexity has increased due to responsive, integration, devices, AI & Machine Learning
It’s up to the platform vendors to empower us to crease these experiences
As of 2015, there are 304 million active accounts on Amazon.
There are approximately 54 million Amazon Prime members, and that number is growing fast.
The #1 reason that Amazon customers become Prime members is…wait for it…FREE 2-Day Shipping!
Nearly half of web shoppers go directly to Amazon for product searches.
During the 2015 holiday season, nearly 70% of Amazon.com customers used a mobile device to make purchases.
Better search experience - Create search experiences geared to the user. Show products by location or filtered by store, integrate with Google shopping to show the closest. Provide a great filtering experience
Better content – Makes sure the images, the details of the products are accurate and comprehensive. Often is a user is looking for details and can’t find them they will just go to the next site. Think of strategies to make this information better, crowd sourcing, feedback.
Better omnichannel – Personalised emails, apps, push notifications, facebook live chat, chatbots, home assistants
Take the journey off-line – Make sure that the experience and the platform ties in fully offline to online. (Google Duplex)
Personalisation – Personalise the content
Innovation – Try new things, find way to get your products to customer ahead of Amazon using other ways (try before you buy)
Brand love – The point of all of this is competing with amazon. You may not be able to compete with price but complete with experience.
Established fast growing SW vendor
Private equity AKKR, means we have financial backing to grow portfolio by acquisition, own a portfolio of Sw companies
Example being commerce now moved to commerce 5 years ago and winning top brands like Farah & Ball,
18bn annual revenue going through platform,
23 years large customer base, huge equity fund supporting us
Ttypically there are 4 plus stages in Digital Maturity. The more personalized and individualized the customer experience, the more mature and established you become.
Rrecognized and customer return.
These are the 3 Solutions, and of all these sit on our Digital Experience Platform
This is how we help customers move forward with their digital maturity goals.
We have developed 4 solutions, that aim to enhance the existing Tier 2 personalization and move towards Tier 3
DXP is the highest level of customer experience delivery
We enable our customers to have a bespoke experience using these three component parts
This is a typical user online purchase example, what this shows you is the Episerver platform really personalizes the experience. So you can even get an email with product recommendations of the things you really do want to buy. So if there is an opportunity to engage with you off the website, its going to be personalized.
So onsite is a given, and offsite, if you share information with us we can give you personalized content.
Lets explain how Episerver Personalization actually works to improve the customer experience
Customer first visits your site from a Google search, clicks through some products and contents. Data from that activity is collected in the the Episerver Profile Store
A user could then trigger an action onsite (e.g abandon basket) to generate an email in the Campaign Orchestration Platform, which can be personalized using machine learnt product recommendations
Doesn’t have to be just an email, if they have shared their personal information, can also be an SMS, or other offline channels such as call centre or in store
Hopefully this will bring the user back to purchase, and we can add that additional information to the Profile Store
This information can be used to further personalize the online experience in the future
