1. Personalizing
Your Consumer’s
Online Experience:
Differentiating yourself
from the competition
Director of Product Planning for
Director of Product Planning for
By Nicole Case Reynolds Web Solutions
Reynolds Web Solutions

2. Agenda
Who am I?
What is Personalization?
Why should you care?
How do you make it happen today?
Questions

3. What It Is
On an intranet or B2E Enterprise Web
portals, personalization is often based on
user attributes such as department, functional
area, or role. The term customization in this
context refers to the ability of users to modify
the page layout or specify what content
should be displayed. -Wikipedia

4. Why Personalize Online?
88% Conducted some research before
walking into a dealership
83% Used the Internet to conduct this
research
79% Used Search Engines to research
auto dealerships
According to the Polk 2007 Dealer eBusiness
Performance Study of New Car Shoppers

5. Why Personalize?
Consumers today both want and expect a
personalized online experience
3 out of 4 consumers are willing to provide some
personal information in exchange for a more
personalized, relevant shopping experience
77% state they have made additional purchases
when they have encountered personalized product
recommendations
MyBuys/etailing group survey

6. Why Personalize Online?
Have you customized your homepage with
specific content feeds, scheduled updates or
other features? (475 U.S. Consumers)
60%
YES
40% NO
Avenue A | Razorfish
Digital Consumer Behavior Study

7. Why Personalize Online?
Behavioral targeting – Nirvana
Case Study – Continental Warranty
42% increase in lead volume after 10
days
90% increase in lead volume by four
months
23% increase in sales

8. Why Personalize Online?
Few companies have access to enough data
– Google does
Through Gmail, search, Froogle, etc.
Purchase of DoubleClick
Access to 85-90% of web users
information
You don’t – so what is the next best thing?
Personalize
Customize

9. How to Personalize
Customer Portals
Log-in/Password
My Garage
Customer Controls
Change the look and feel
Change the layout

10. Customer Portal
Personalize
A user name, log-in portion of your
website that contains:
Personal information for that specific
customer
Information about their vehicles
A place for them to provide
information to you

11. Customer Portal
Schedule Service Lead Forms are the
3rd highest form
submitted by consumers on dealer
web sites in 2008

12. Customer Portal
Serving
information
specific
to me

13. Customer Portal
Password
And Log-in

14. Customer Portal
My
Garage

15. Customer Portal
Customers
update
their own
information

16. Customer Portal
View service history

17. Customer Portal
Total
view

18. Customer Portal
Display more options

19. Customer Portal
Convenient selection

20. Customer Portal
Check repair status

21. Customer Portal
Provide you customer
The ability to provide
Valuable feedback

22. Customer Control
Customize
Change the look and feel
Change the layout
Let them make it their own

23. Customer Control

24. Customer Control
Customers
choose
the vehicle

25. Customer Control
Zoom

26. Customer Control
Rotate

27. Customer Control
Choose
the color

28. Customer Control
Choose the
background

29. Customer Control
Change
the layout
view

30. In Summary
83% used the Internet to conduct this
research
77% state they have made additional
purchases when they have encountered
personalized product recommendations
60% of consumers customize their home
pages

31. Thanks for Your
Time and Attention
nicole_case@reyrey.com
937-485-1999
Director of Product Planning for
Director of Product Planning for
Nicole Case Reynolds Web Solutions
Reynolds Web Solutions