RichRelevance, a leader in omnichannel customisation, has been selected by Petit Bateau to provide a superior customer experience across its online properties in five countries: France, UK, Italy, Germany and Belgium. Online visitors in these countries engage with personalised recommendations on the home, category, search results, item, add-to-cart and cart pages on Petit Bateau. Personalisation has become not only an organisational initiative, but also a key approach to improving brand perception among clients
Premier French brand Petit Bateau relies on RichRelevance to provide an online shopping experience in line with the high quality of its children’s apparel line
Paris, France – September 1, 2015 – RichRelevance®, the world leader in omnichannel customization, has been selected by Petit Bateau to provide a superior customer experience across its online properties in five countries: France, UK, Italy, Germany and Belgium. Online visitors in these countries engage with personalised recommendations on the home, category, search results, item, add-to-cart and cart pages on Petit Bateau. Personalisation has become not only an organisational initiative, but also a key approach to improving brand perception among clients.
In the months following the implementation of RichRelevance’s Recommend™ solution, Petit Bateau has tripled its sales attributable to recommendations. Similarly, the recommendation module on the add-to-cart page has seen an impressive 18% clickthrough rate, in spite of its typical position at the end of the customer purchase process.
“RichRelevance put forth a proposal that was well beyond our initial target, with a much broader offering. Although we were looking for a basic recommendation solution at first, we soon realised that we could be more ambitious and extend our scope of personalization,” said Christel Hennion, Marketing and Digital Director for Petit Bateau.
RichRelevance solutions enable Petit Bateau to deliver a more engaging shopping experience for its loyal clients, who most frequently use recommendations to navigate the website. User behaviour analysis has shown that loyal customers viewed three times more products and bought twice as much as other clients.
Because the majority of clients visiting the Petit Bateau sites may not know exactly which products they want, Recommend offers product suggestions and alternatives. Each year, Petit Bateau releases more than 2000 products and RichRelevance allows customers to navigate easily through new collections to quickly and intuitively find the products they want.
“Petit Bateau represents the gold standard in the field of fashion. We are very proud to partner with a globally recognised brand, and to partner with their teams to innovate in personalisation so that their customers are exposed to a maximum range of relevant products, “said Matthieu Chouard, VP and General Manager of EMEA, RichRelevance.
RichRelevance solutions are designed specifically for retailers and brands to improve their customers’ online shopping experience. Key members of the RichRelevance management team were responsible for technological developments at Amazon, Overstock and Walmart Labs, bringing an unmatched understanding of the complexities and challenges of omnichannel retailing to clients.
Today, we are thrilled to announce that RichRelevance Engage, the dynamic content personalization solution, is now out of beta and available to all our customers. Engage enables the delivery of content and campaigns in real time based on individual shopper behavior and shopping history across online, mobile and email channels. 
Traditionally ecommerce and marketing teams have competing objectives regarding conversion rate versus brand; creating disconnects in the customer experience. For example, a simple question such as, “Which four creatives should we
showcase in the home page carousel?” can lead to significant conflict within the organization.
In an effort to make informed decisions, the emergence of testing and optimization tools has caused an explosion in test schedules and reports creating a huge amount of data to manage and analyze manually, as tests are run for each placement. This is multiplied by the frequency of the campaign refresh, demanding a significant amount of resources.
Ultimately, retailers find it difficult to know what content to publish, where to publish, and how to improve the customer experience; meaning content is often difficult to find and/or irrelevant—curtailing the ability to impact the bottom line.
Engage addresses all of these pain-points. It auto-optimizes all your content, making data-driven decisions on which content to show to whom, where and when, saving time by eliminating the need to run hundreds of manual A/B tests – thus leading to increased productivity and improved conversion.
The Marriage of Content and Commerce
The ability to weave together content and commerce is what separates retail winners from also-rans. Matthew Woolsey, EVP of Digital at Barney’s New York, recently said, “Customers who engage with editorial content—whether that’s a Window story,
a designer interview, a video, a lookbook or a personalized editorial recommendation—spend 40% more than our average customer.”*
Engage allows retailers to marry content and commerce by measuring and optimizing campaigns based on commerce KPIs—cart adds, conversions and revenue—not just clicks. It also makes it easy to embed personalized content across the broader e-commerce site, including transactional pages, mobile apps or even email in order to maximize reach.
One customer participating in an early trial of Engage is HD Supply. This home and industrial supplies retailer in the US is using Engage to expose relevant products through promotional banners on their web and mobile sites. Nicole Norris, Digital Marketing Manager at HD Supply, commented, “What I love about Engage is that it
takes us out of the equation in determining what customers would respond to best. Because Engage is based on algorithms, it helps us make that decision.” The results
for HD Supply show 116% increase in conversion and 13% increase in AOV from personalized promotional banners.
Getting Engaged
You can start using Engage right away, in just three simple steps:
- Mass upload your content from your CMS quickly via plug-in or feed
- Apply tags to content from similar cohorts to build campaigns more efficiently – Engage will automatically swap contents in-and-out from that cohort based on the KPIs defined by you
- Define segments and/or contexts to further zero in on to whom, where, and when should the message be delivered
All this may be managed from the RichRelevance Dashboard.
Engage will provide a much stronger toolkit for building richer content experiences, leading to higher levels of conversion and consumer loyalty.
Learn more about Engage here. (French, German, Portuguese)
*Source: The Zoe Report, May 28, 2015 – http://thezoereport.com/habits-of-mobile-shoppers/?mode=view-all
…and it is your customer data.
Nine out of ten purchases still take place in the store. That means that with each swipe of the credit card, customers send a strong signal of preference by means purchase. But today this signal is lost into one of these: DMP, CRM, or another three-letter acronym for your data sinks.
So why not take make use of this rich data?
Point-Of-Sale (POS) data can provide insights into the real-time shopping trends in a local area or what items/brands an individual shopper prefers and/or has already purchased. It’s only logical that with a bit of wizardry with this data, you should be able build better models that represent your shopper base and provide more relevant personalization for shoppers regardless of the channel they are utilizing. POS data is proving already to help supercharge online personalization for web, mobile and email as some of our more innovative retailing partners are finding.
We have worked with a few adventurous retailers ($10B+ office supplies retailer and $1B+ upscale department store), to quickly test this hypothesis on these next generation recommendation models. We integrated in-store transactions into the Relevance Cloud™ and ran a test. One that used offline+online purchase data to build recommendation models and a control version that used just the online purchase data.
After 45 days, we found that strategies that used offline+online data drove +1% incremental lift in revenue per session sitewide (beyond the performance of existing recommendations). One percent lift may not seem much at first glance, but this is a significant return for billion-dollar retailers with little effort. And there is even more room for improvement. The retailers included in this test did not have a perfect offline-to-online product catalog overlap, meaning there is still incremental value that can be derived once these SKUs are resolved.
In the process we also discovered some key insights about the omnichannel shopper’s behavior:
Never leave another customer data set at the till again
Offline data ingestion is a simple process. RichRelevance Omnichannel strategies take the following datatypes and offer personalization based on a 360-degree view of individual consumers:
POS Transactions: Purchases, orders and returns that contains a purchase date, item(s), customer ID, and monetary value.
Shopper Segments and Attributes: Customer or household segments such as gender, location, loyalty tier, etc. from homegrown databases, CRM records or third-party resources (Merkle, Acxiom, LiveRamp, BlueKai, etc.).
So when emptying your cash register at the end of the day…
…don’t leave your customer data behind. Put it to work to get more out of your online personalization and build richer experiences.
Learn more about Offline Data Ingestion.
Innovation. Many B2B leaders talk about it, but not many do anything about it. However, actionable advice in this arena was on display this week in San Francisco at the Third Annual Dell for Entrepreneurs Founders 50 Summit.
On April 23, another bright and clear day in San Francisco saw the sun gleaming off the tower of the Hotel Nikko, the site of the Dell Founders 50 Summit.
Digital technologies are not only redefining the way customers shop; they are redefining retail business models. More and more retailers have started to leverage cloud APIs to innovate and build exceptional customer experiences through personalization. No longer a buzzword, rapid innovation has become a competitive advantage for many companies.
This webinar will explore how the recently introduced Build™ platform is helping retailers accelerate innovation using API-based services as building locks to personalize every customer interaction.