Omni-Channel Shopping

Transcript

1. Lesara as  a  fast  retail  online  pioneer 1 Omni-­‐Channel  Shopping
2. Who  is this guy? 2 Gaming Legal  Tech E-­‐Commerce Robin  Müller CTO  &  Co-­‐Founder at  Lesara What I  do  at  Lesara What I  did before Scaling Tracking Tech  Strategy @_RobM Computer  Science Security Product
4. 4 Our  Vision
5. 5 Omni-­‐Channel  for eCommerce  starts mobile Mobile  already ate the world! Mobile  is the richer platform Don‘t try to build old workflows with new tools You have AI,  cloud and mobile  devices everywhere Think  about the Micro-­‐Moments  of your customers
6. 6 Understanding  the Micro-­‐Moment Throughoutthe day,  consumers frequently turn  to their connected devices for a  variety of needs. I  want to know I  want to go I  want to buy I  want to do „Micro-­‐moments  are moments of high  intent and engagement“
7. What are devices used for? 7 Percentage of respondentssaying they conduct the following shopping-­‐ related activities via  smartphone,  computer,  or tablet.   *Source:  ANNALECT,  „#generationtech:  Millenials &Technology“,  Jan  2015 0 10 20 30 40 50 60 70 80 Check  prices Check  product  details Make  a  purchase Smartphone Desktop Tablet
8. 8 What does Omni-­‐Channel  mean for Lesara data
9. 9 Phase  1  – Collecting the data Customers Visitors Page  Views Devices Preferred Communication  Time Interactions  with Communication 250–500 million data points per month Preferred Communication  Channel
10. 10 You know more than you might think Customer ü Name  &  sex (gender) ü Location ü Age Visitor ü Products   ü Product segment ü Cart ü Marketing  channel ü Device ü Time ü Events   ü Search   ü Social Sharing ü Return  behavior ü Method of payment ü Open  email   ü Click  email   ü Invitation  sent to friends
11. 11 There are hidden treasures in  your data Pages  per  Session +83% Conversion Rate +240%
12. 12 Tracking  Omni-­‐Channel  is hard Use a  unified tracking concept (or system) Incentivize users to create an  account Build a  seamless integration of devices Connect  data/devices later
13. 13 Phase  2  – Omni-­‐Channel  experience Multi  Channel  Onboarding (Push,  E-­‐Mail) Personalization (Website,  App,  Push,  E-­‐Mail) Shared data over all  devices Communication  on  preferredDevice-­‐Time-­‐Combo Shipping and Delivery is also  a  Micro-­‐Moment!
14. 14 Personalized content 11-­‐2013 03-­‐2014 07-­‐2014 11-­‐2014 02-­‐2015 Items per  order +51%
15. 15 The  Lesara Toolbox  – all  offer raw data via  API Big  Data  turned into Smart  Data
16. 16 Takeaways 1  – Make sure you OWN  THE  DATA  or can get raw data 2  – Avoid black box  SaaS  tools 3  – Understand the Micro-­‐Moments  of your customers 4  – Incentivize people to use accounts and make it easy 5 – Omni-­‐Channel  doesn‘t stop with the purchase