#rrCAS2016 -...


Martin Stephens

Innovating Fast in Retail: The Need for a Modern Personalisation Platform


The need for a retail innovation platform


Retail Keeps Changing Are you changing the industry or trying to keep up?

retail


•  Demands zero friction

Today’s Consumer

immediate efficient easy personalised


An example of friction in store

I was shopping for shoes on your site last night. I put a pair of boots in my shopping basket. I have come to your store to try them out.

SORRY. I have no way to

see what is in your shopping basket

from the store


What the customer expected

YES


An example of zero friction: priceminister.fr

Remembers browsing history on all devices ™


•  e-commerce Site •  Mobile Apps / Responsive Site •  Clienteling Tablets with Recommendations •  In-store Kiosks •  Infinite Aisle •  Click & Collect with intelligent fitting room •  Reserve Store Inventory Online •  Online Returns in Store •  WiFi in Store •  iBeacons in Store •  Store as an online fulfilment centre •  etc.

Omnichannel use cases


Personalisation: Connecting Data And Touchpoints

PERSONALIZATION Relevance built with data, algorithms, optimization and presentation

User generated data •  Online behaviour •  Preferences

Retailer user data •  Transactions •  Interactions

3rd party user data •  Demographics •  Segments •  Social

Retailer product data •  Catalogue •  Inventory •  Pricing

Retailer marketing data •  Promotions •  Content

OMNICHANNEL DATA

OMNICHANNEL TOUCHPOINTS

Email Mobile Social Web Store Contact Centre (agent, chat)


To innovate fast you need a Platform

•  A platform offers services which can be freely composed •  Retail innovation becomes orchestration of services on

the platform •  A personalization platform is a toolkit that accelerates

innovation


Welcome to our Bracknell Store. Your order for Xbox One Elite 1TB Bundle is ready to be picked up at our service desk right next to the checkout area.

Thanks for using click-and-collect. Use code 345DX735 at checkout to get a 5% discount on all your other purchases today.

Check out the following recommendations to go with your new purchase.

After store visit

Orchestration of Services Customer visits store to pick up an order


E-mail Service Provider

Content Personalization

Service

User Profile Service

Segmentation Service

Personalization Platform

Product Recommendation

Service

Location Service (iBeacon, geo-fence)

E-commerce platform

Store mapping

Order Processing

(ERP)

Orchestration of Services


Key Requirements of a Modern Personalisation Platform


Powerful Real-Time Open

Requirements for Personalisation Platform A retail personalisation platform has to be:


“Build Your Own Strategy” “King of the Hill”

Powerful Advanced Data Science


Powerful Easy to Use


Powerful Built for Retail


Personalisation Platform

User signal Personalised Experience

Less than 1 sec

Real-Time Real-Time Inputs


Real-Time Real-Time Outputs


San Francisco Dallas

Amsterdam Frankfurt Stockholm

Chicago New York Virginia Miami

Singapore

London & Sydney coming soon.

Tokyo

Real-Time

•  Demonstrated scalability to 17,000 transactions/second •  Global Data Centre Footprint

Scalable


•  Thin •  Small footprint

•  Fully cloud based

•  Enables cloud-to-cloud deployments

•  Agnostic

•  Independent of e-commerce and CMS platform

•  Can exchange data with all other customer data repositories

•  Future-proof investment regardless of other components

Open Platform


Open Platform Versatile set of APIs

Relevance Cloud

Product & Content Catalogue (5x)

Customer Segments & Attributes (2x)

Strategy Publishing API

Offline Shopping Events

Recommendation APIs (4x)

Real-time Shopping Events API

Customer Preferences API

8 types of feeds 3 inbound APIs 11 outbound APIs 2 mobile SDKs

Profiles API

Segments API

Products Affinity API

Events Stream API

Catalogue APIs (3x)

Other External Data


Open Platform Enables Ecosystem of Partners


Read our new white paper


Thank You!


on-site product recommendations

full merchandizing personalization

sort & search personalization

content personalization

email

mobile

call center

store

SOA services

apps

full platform

FUNCTION

CHANNEL

ARCHITECTURE

How Has Personalization Evolved?


The Risk of Complacency


Open Platform Agnostic Platform

PERSONALIZATION Relevance built with data, algorithms, optimization and presentation

Retailer user data Toshiba Tech Micros Epsilon Salesforce CRM SAP CRM

3rd party user data Nielsen ComScore CrossWise

Retailer product data Hybris Demandware WebSphere ATG

Retailer marketing data Adobe EM SiteCore

Email Mobile Ads / Social Web Store Contact Center

(agent, chat)

In house apps RaizLabs UsabelNet

CheetahMail ExactTarget Responsys Bronto

HookLogic Pinterest Facebook Criteo

Toshiba Tech Micros StarMount

LiveOps NewVoiceMedia Genesys

Hybris Demandware WebSphere ATG SOLR / SLI Endeca


Powerful

•  Advanced Data Science •  100+ out-of-the-box algorithms •  King of the Hill Technology constantly self-optimizes and chooses the right algorithm /

campaign in real time for each consumer •  Retailers can write their own algorithms and add them to the platform

•  Easy to Use •  Intuitive UI for commerce and marketing teams to configure / tune the platform •  Extensive reporting to understand metrics and impact

•  Built for Retail •  Designed and optimized from the ground-up for retail


Real-Time

•  Real-Time Inputs •  New signals are used immediately •  Sub-second delay between customer action and algorithms using this information

•  Real-Time Outputs •  Fast Response Times •  Consumer events and attributes are available globally in seconds •  Platform responds to apps in 70 ms or less

•  Scalable •  Multi-tenant platform supporting 600 retail sites and store networks •  12 global data centers •  Capable of handling more than 17,000 TPS at peak


Open Platform •  Thin

•  Small footprint •  Fully cloud based •  Enables cloud to cloud deployments

•  Versatile •  Standard-based, fully documented APIs

•  11 types of feeds and inbound APIs •  11 outbound APIs •  2 mobile SDKs

•  Agnostic •  Independent of e-commerce and CMS platform •  Can exchange data with all other customer data repositories •  Future-proof investment regardless of other components


Relevance Cloud

Product & Content Catalog (5x) Customer

Segments & Attributes (2x)

Strategy Publishing API

Offline Shopping Events

Recommendation APIs (4x)

Real-time Shopping Events API

Customer Preferences API

8 types of feeds 3 inbound APIs 11 outbound APIs 2 mobile SDKs

Profiles API

Segments API

Products Affinity API

Events Stream API

Catalog APIs (3x)

Web .com/m.com SEO/SEM

Mobile In house apps RaizLabs

Email CheetahMail ExactTarget Responsys

Ads Hooklogic Criteo

Social Pinterest Facebook Twitter

Store (POS, Kiosk, Associate) Toshiba Tech MicroS StarMount

Contact Center (agent, chat) LiveOps NewVoiceMedia Genesys

OMNICHANNEL TOUCHPOINTS

Other External Data


Open Platform Enables Ecosystem of Partners

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