At L2’s Omnichannel Breakfast, RichRelevance CMO Diane Kegley spoke about a class of informed super-shoppers, who use mobile and online product research to compliment their in-store and e-commerce experience. RichRelevance creates customized omnichannel experiences for more than 175 global brands. Many of these experience are built around a data-centric view of the shopper to deliver personalized experience. Here is a Q&A with Diane Kegley:
What are a few factors that influence today’s super-shoppers?
In today’s hyper-connected world, speed and ease of digital discovery are more critical than ever. Barneys recently introduced a new tool that reduces “speed to discovery” by displaying personalized search results and visual recommendations on their site search tool. Even as webrooming and showrooming become prevalent, the in-store experience continues to be important. Consumers’ ability to touch and feel products, and brands’ ability to inspire an emotional connection through a destination experience are critical differentiators. Today’s shoppers also want to be informed by shopper reviews in order to gain confidence in purchases, while being recognized for their loyalty online and offline.
Are brands taking into account these priorities when designing e-commerce and mobile pages?
We are increasingly seeing a movement towards omnichannel personalization. But old habits can be hard to break, and these often include an emphasis on promotion, even from luxury retailers. In fact, the number of deals offered by 31 major department store and apparel retailers increased 63% between 2009 and 2012, and the average discount jumped from 25% to 36%.
The good news is that an increasing number of retailers are willing to do the hard work and deliver personalization based around time and convenience – not just promotion. Consider the incredible traction that Walgreens’ mobile app has achieved. Today, 40% of Walgreens customers re-order prescriptions through the app.
Can you give us examples of brands that are in touch with what consumers want in their digital offerings, and brands that are not?
Barneys has been incredibly innovative when it comes to helping their customers become tastemakers and introducing them to new brands. The improved search function mentioned in the first question is just the latest step Barneys has taken in strengthening its digital experience. Since February 2011, with the launch of The Window, Barneys has implemented a redesign with the implementation of new interactive and social features, shoppable lookbooks and videos. They’ve also launched their HTML5 mobile site with many improved site features and functionality enhancements. This year, they launched a new iPad app in April, and will unveil a redesigned Barneys.com and BarneysWarehouse.com later this year.
Burberry’s London flagship brings the online experience to life with features like its bespoke Build a Trench experience. Changing-room mirrors display item-specific content – like a video showing how a bag was made, or catwalk videos – after reading a microchip attached to the clothing.
How does RichRelevance help brands better identify customers needs?
RichRelevance is at its core a personalization company so we help retailers and brands analyze all their data around consumers in real time and present those consumers with the right product at the right time in the right channel.
We have helped brands like L’Oréal not only identify, but also exceed customer needs by delivering an immediate payoff for real-time data. For example, when a user fills out a beauty profile indicating that she has color-treated hair, or has olive skin, L’Oréal rewards her with personalized recommendations, offers and content that respects her unique qualities.
In addition, we’ve opened up our platform to access specific customer maps – which show previous purchases, loyalty information, online clicks – in order to develop specific applications and services that matter the most to their customers. This includes mobile applications that coordinate with iBeacons in-store, to tablet applications to assist sales associates, to store locator applications that deliver personalized product recommendations.