Making Connections in Monaco
Recently we participated in the event E-Commerce One to One in Monaco. In its sixth year, it yet again proved to be THE event for ecommerce leaders. With over 1,000 carefully selected participants, the three-day event made for a rich exchange of ideas and innovations.
Some of the key topics discussed ranged from the shopping experience on mobile devices and developing a ‘mobile first strategy’ to customer service excellence and loyalty programmes. A survey of retailers attending the event uncovered the following top six investment priorities for retailers in 2016:
- Creating excellence in customer service
- Enhancing the shopping experience for mobile
- Building customer-centric financial indicators
- Developing a mobile first strategy
- Building innovations for loyalty programmes
- Developing branded content
For RichRelevance, E-Commerce One to One represented an opportunity not just to make new acquaintances, but also to meet and network with existing customers through dinners and receptions. The speaking sessions also featured one of our valued customers —children’s apparel retailer, Petit Bateau — who presented a workshop about their omnichannel journey with us.
In her workshop, CRM & Digital Director, Christel Hennion talked about the challenges faced by Petit Bateau and why they needed an omnichannel approach. With nearly half (44%) of their customers first searching online before visiting a store, Petit Bateau needed to connect online and offline sales channels to better understand their customers so they could make the right omnichannel recommendation.
To do this, Petit Bateau leverages RichRelevance’s user profile service to gather and access the necessary information about their customer both online and offline. With this customer knowledge, Petit Bateau used RichRelevance product recommendations to personalize the relevant offer on each channel for their shoppers. As a result, they have seen increased engagement and frequency of purchase from their customers.
Petit Bateau also shared an interesting cohort analysis. Even though a small percentage of shoppers interact with product recommendations, this segment represents 50% of orders and 60% of global turnover.
This segment leverages personalization as a means of navigation and catalogue discovery. They are often strongly committed and provide high value to the retailer.
See the E-Commerce One to One blog post for more on Christel’s talk.
Similarly, Google presented a separate workshop where they further expanded on the topic of analysing the influence of online and offline sales, again using Petit Bateau as the example. Laureline Serieys, Retail Industry Head at Google, discussed how they helped Petit Bateau map their customer journey and measure the influence of online and offline purchases. Read more on this session here.
Thanks to all those we met at E-Commerce One to One! The stellar group made it such an insightful event to attend. We’re looking forward to 2017 already.
