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Dial In: 916-233-3088 Access code: 258-817-146

DELIVERING THE VALUE SHOPPERS EXPECT THROUGH PERSONALIZATION. Dial In: 916-233-3088 Access code: 258-817-146. Today’s Speakers. LAUREN FREEDMAN President The e-tailing group, inc. SHAUN SCHOOLEY Vice President Client Success MyBuys. Housekeeping ….

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Dial In: 916-233-3088 Access code: 258-817-146

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  1. DELIVERING THE VALUE SHOPPERS EXPECT THROUGH PERSONALIZATION Dial In: 916-233-3088 Access code: 258-817-146

  2. Today’s Speakers LAUREN FREEDMAN President The e-tailing group, inc. SHAUN SCHOOLEY Vice President Client Success MyBuys

  3. Housekeeping… • How to get “Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling” White Paper, findings from the 3rd Annual MyBuys/e-tailing group Consumer Insights Survey: • All attendees will receive via email • Available to download on the MyBuys website • This Webinar will be recorded and available for viewing on the MyBuys website • Type questions in on the right hand control bar for a Q&A session at the end

  4. The Personalization Experts 250+ Retail Clients – more than any other personalization provider 64 of the IR 500 – Internet Retailer “Top Personalization Provider 2009” Customer size: $3M - $6B Where We Came From:

  5. Why MyBuys Commissioned This Thought Leadership • Continual pulse on the consumer • Gathering historical perspective and monitoring trends • Validating our vision for personalized merchandising • Confirming consumer interest in personalized merchandising on site, via email, and beyond • Incorporating feedback into best practices and merchant outreach

  6. About the e-tailing group • 15 years e-commerce consulting • Author, It’s Just Shopping • 50+ years traditional retail and catalog experience • Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging • Cross-category projects spanning specialty retail to departments • e-Commerce expert and frequent speaker at industry events, trade associations • Proprietary research studies on mystery shopping, merchandising and consumer behavior.

  7. Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Sellingfindings from the 3rd annual Mybuys/e-tailing group consumer survey

  8. Today’s Agenda • State of Personalized Merchandising • The Product Page • Post Order and Email Experience • Extending Personalized Merchandising • The e-tailing group Personalized Merchandising Checklist

  9. Surveyed 1021 consumers (49%M/51%F) who have shopped online 4X or more spending $250

  10. I. State Of Personalized Merchandising 3rd annual mybuys e-tailing group consumer insights survey Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling

  11. Multiple online shopping personalities afford many merchandising opportunities to recommend product

  12. 43% find personalized merchandising helpful, convenient and a time-saver enabling better choices

  13. 39% state that personalized merchandising is very to somewhat important in the overall shopping experience

  14. 77% of consumers will take advantage of add-on selling opportunities

  15. All categories lend themselves to add on purchasing with media, apparel & health & beauty ranking highest

  16. II. The Product page 3rd annual e-tailing group consumer insights survey Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling

  17. Beyond the standard product page elements merchant recommended products play an important role for consumers

  18. Road Runner Sports - Product Page Messaging: You May Also Like # of Recommendations: 2 Personalized Tactics: Cross-selling Page Position: Bottom Other Merchandising of Note: • Shop easy! Get personal alerts • Live Help access • VIP Club tout

  19. 2/3rds of shoppers expect merchants to recommend similar products as well as related items on the product page

  20. Online Shoes - Product Page Messaging: You May Also Like and Recommended for You # of Recommendations: 5/2 Personalization Tactic: Alternative Products and Up-selling Page Position: Bottom Other Merchandising of Note: • View all products from brand being featured including logo • Customer Service branding • Recently Viewed

  21. J.Crew – Product Page Messaging: Our Stylists Also Love # of Recommendations: 5 Personalization Tactic: Cross-selling Page Position: Right Other Merchandising of Note: • Appointments with personal shopping expert • Customer service banner information

  22. 76% of the time shoppers tend to upgrade their selections as a result of retailer suggestions

  23. Discovery Channel Store – Home Page Messaging: You May Also Like # of Recommendations: 3 Personalization Tactic: Up-selling Page Position: Right Other Merchandising of Note: • Tabbed interface • Preview clip • Customer Service confidence Building links

  24. III. Post Order & Email Experiences 3rd annual e-tailing group consumer insights survey Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling

  25. 53% of consumers value personalized merchandising in order and shipping confirmations

  26. Consumers now expect to receive additional merchandising via post-order communication Emails that confirm orders (53%) and shipping confirmations (45%) top the list

  27. 46% always/sometimes buy somethingas a result of post-order recommendations

  28. Barnes & Noble – Shopping Cart Confirmation Barnes & Noble – Cart Confirmation Merchandising Elements: 4 Personalization Tactics: • Gift with Purchase • Community Introduction via Book Clubs • Gift Cards • Free Gift Reminders

  29. Lancome – Order Confirmation Lancome – Order Confirmation Merchandising Elements: 1 Personalization Tactics: Best Sellers Other Merchandising of Note • QuickShop functionality • Customer Service contact information • Social links

  30. Gaiam – Shipping Confirmation Gaiam - Shipping Confirmation Merchandising Elements: 3 Personalization Tactics: Up-selling Other Merchandising of Note • Contest • Ratings • Reviews

  31. IV. Extending Personalized Merchandising 3rd annual e-tailing group consumer insights survey Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling

  32. 52% of merchants vs. 41% in 2009 indicated that their attention is focused on personalization e-tailing group 2010 Merchant Survey

  33. The Promise of Personalization Arrives e-tailing group 2010 Merchant Survey

  34. Sharing assumes an elevated role Consumers are inclined to share information with friends about products found while browsing (57%) as well as products that they purchase online (65%)

  35. 18-44 year olds are more apt to share informationwith friends

  36. The Container Store – Product Page Sharing

  37. Facebook takes the lead as consumers engage via social media where friends and merchant voices count

  38. Intermix – Facebook Merchandising

  39. Merchants can leverage traditional marketing totest personalized merchandising

  40. After browsing for a specific item, 28% find retargeting on information sites is helpful and can result in a purchase

  41. USA Today – Retargeting

  42. Golf Galaxy – Retargeting

  43. And Now, a Word from Our Sponsor… 3rd annual e-tailing group consumer insights survey Consumer Insights into Multi-Channel Interactions: Practical Tools for Profitable Selling

  44. MyBuys Profile-Driven Merchandising Understand Individuals Across Every Channel Remember and Build on What You’ve Learned SOCIAL Personalize Every Interaction

  45. Make Recommendations Stronger Crowd-Based Recs Are Strong And personalize the recommendations… Customers who viewed this item also viewed… Do you just blindly take the top 3? Or consider what you should already know? #1 Chard ($60) Highly Personalized Rec’s #2 Zinfandel ($33) #9 Mer ($14) #3 Cabernet ($17) … #5 Pin ($17) #3 Cab ($33) Let’s look a little deeper into the catalog…

  46. Use Prime Real Estate Wisely You May Also Like… Use the “best of the best” for your prime real estate

  47. Use Prime Real Estate Wisely You May Also Like…

  48. Client Success Stories: Wine Enthusiast MyBuys Profile Store Drives Increased Customer Lifetime Value For The Wine Enthusiast

  49. V. The e-tailing group Personalized Merchandising Checklist • Ensure that your product page has both the core and category-centric elements that make for a comprehensive shopping experience • Learn about your shopper as they browse and buy from your site. Upsells and Cross-sells that are personalized to the shopper is only the start of merchandising to them individually. • Post-order confirmations are opportune times to remarket to shoppers with recommendations and promotional messaging • Reach out to your customers via social strategies where Facebook and Twitter should be natural fits for most businesses • Augment your product page with sharing tools to take advantage of viral marketing • Move out of your comfort zone and test retargeting tools to explore when and where customers will make the final selection

  50. Contact Information Lauren Freedman President, the e-tailing group p. 773-975-7280 e. LF@e-tailing.com www.e-tailing.com Shaun Schooley VP Client Success MyBuys p. 650-232-1432 e. sschooley@mybuys.com www.MyBuys.com

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