Personalization is more than just product recommendations. It's about creating a 1:1 individualized experiences across all channels. Learn how to achieve omnichannel personalization success with these steps.

1. Thinking Outside of the
Recommendation Box
A Phased Approach to
Omnichannel Personalization

2. Achieving Omnichannel Personalization
Personalization is more than just a product recommendation box.
It’s about creating individualized experiences across all channels.
To be successful, retailers need to take a phased approach.

3. Phased Approach to Omnichannel Personalization
1
2
3
4
5
WEB PRODUCT
RECOMMENDATIONS
EMAIL
MARKETING
REMARKETING
TRANSACTIONAL
MOBILE
TABLET
APP
VISUAL
SEARCH
6
AUTO
DISCOVERY
7
8
9
PRODUCT FINDER
GIFT FINDER
10
CONTENT
& OFFERS
CALL CENTER
IN-STORE
DATA
INTEGRATION
Phases are shown in order of level-of-effort for implementation

4. Phase 1
Web Product Recommendations
The first and most common first step in
personalization is provide product
recommendations on your desktop website.
This will set you up for easier implementation
of other products in later phases.
up to a 50% lift in items per order
up to a 50% lift in average order value
up to a 150% boost in conversion
Common Recommendation Locations:
Home | Category | Search/No Results | Product Detail | Shopping Cart | Order Confirmation | Quick View Popup Modals

5. Email Personalization
Marketing Emails
Deliver personalized messages, offers and
product recommendations.
Remarketing Emails
Recover lost sales from shoppers who
abandoned (browse & Cart) and regenerate
interest with relevant alternatives.
Transactional Emails
Cross-sell with accessories and related items
based on previous purchase.
up to a 240% lift in click through rate
up to a 150% boost in conversion
up to a 2% increase in total site revenue
Transactional Remarketing
Transactional
Hero Image
OFFER
Recommendations
Recommendations
Recommendations
OFFER
Phase 2

6. Mobile/Tablet/App Personalization
Leverage website data and provide the same personalized
experience on mobile and tablet devices.
Common Recommendation Locations:
• Homepage
• Product Detail
• Search Results
• No Search
up to a 150% boost in conversion
Phase 3

7. Data Integration
You have the data. Why not use it!
Demographic, CRM, POS, Social, Preference
and other types of 3rd party data can be
ingested and analyzed to find behavioral
patterns for uncovering new segments, and
for further targeting personalization to these
segments.
Data Types
• Point of Sale
• Personal preferences
• Demographics
• CRM
• Reviews
Phase 4

8. Visual Search
Engage shoppers early with enhanced search
functionality that incorporates type-ahead
suggestions and relevant product
recommendations related to search activity.
Benefits
• Enhance search experience
• Improve product findability
• Increase conversion and revenue
• Can recommend/suggest products or
content (articles, videos, offers)
Up to
575%
Conversion Increase*
50%
AOV Increase*
Up to
254%
Conversion Increase*
19%
AOV Increase*
*Increases are compared to visitors that did not interact with type ahead suggested terms or recommendations
Phase 5

9. Auto Discovery
Completely personalize category and product
listing pages based on in-session activity,
interaction with faceted elements and shopper
history
Benefits
• Dynamically show most relevant products
based on shopper behavior/profile
• Reduce time to find products
• Increase conversion and revenue
Up to 70% Click-Through Rate Increase
Phase 6

10. Product Finder & Gift Finder
Stand out from your competitors with a product
finder or gift finder. Through a series of
interactive lifestyle questions, this tool provides
product suggestions based on the answers
combined with customer profile.
Only 2% bounce rate
up to a 255% increase in session duration
up to a 40% increase in conversion
compared to product detail page
87% complete entire questionnaire
Phase 7

11. Personalized Content & Offers
From hero images to special offers, show
your customers content they are interested in
to enhance the overall shopping experience.
Types of Content
• Articles/blogs
• Images
• Videos
• Special promotions
• Sales and discounts
up to a 11% increase in content engagement
HERO
CONTENT
OFFER
Phase 8

12. Contact Center
Bring the same personalized experience
offline and increase call center team
productivity by automating the upsell/cross-
sell process.
Benefits
• Provide consistent brand and messaging
across your marketing channels
• Empower your Customer Service agents
with upsell and cross-sell opportunities
• Increase customer satisfaction and
repeat purchases
up to a 103% increase in recommendation sales
Phase 9

13. In-Store
Help shoppers decide which products best
suites them as well as relevant specials or
offers when they are shopping in-store with
personalization on any point of sale devices,
including tablets and kiosks.
Benefits
• Provide consistent brand and messaging
across your marketing channels
• Empower your sales associates with
special offers and content about each
shopper
• Unify data across online behavior and in-
store purchases, including data on
loyalty/rewards customers
Phase 10

14. Continuous Performance Optimization
Personalization is both an art and science. In order to
continue to see increases in key performance metrics,
testing and optimization is essential to improve over time.
Testing Ideas
• Location of personalization area
(above or below fold)
• Strategy by page
• Brand preferences
• Hero images and other content
• Product boosting or biasing
(best sellers, high margin)
A B
C D
Test & Optimize

15. THANK YOU!
Contact Certona to learn more about
taking the path to omnichannel personalization.
info@Certona.com
US: 858.369.3888
UK: +44.845.121.5155
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