Marketing électronique Cours 5 La personnalisation

Principales approches visant à personnaliser loffre marketing –«Customization (rules-based systems) LOffre ou encore la personnalisation du site se base sur lutilisation dun système expert qui permet aux consommateurs ou au système de modifier loffre en fonction des préférences ou des comportements antérieurs –Collaborative filtering La personnalisation se base sur les comportements antérieurs mais aussi sur le comportement dautres consommateurs –Open Profiling Standards La personnalisation se base sur le comportement du groupe de référence auquel est attribué le consommateur (MSN Passport, basé sur FireFly)

Une fois encore, ces approches visent à Réduire les coûts dacquisition Accroître la fidélité Accroître la consommation par consommateur

Coûts dacquisition Budget marketing pour une période donnée (en $)/ Nombre de nouveaux clients

Amazon.com Depuis que Amazon.com personnalise ses offres ses ventes moyennes par client sont passées de 156$ en 1998 à 238$ en 2002

Deux exemples Mon mannequin virtuel –Une façon de personnaliser loffre marketing Personnalisation de lessaie du produit Personnalisation du message Lands End, Dell, Kaza –Des façons de personnaliser le produit

My Virtual Model offers : 1.My Virtual Model Dressing Room Personalization, visualization, garment try-ons, mix & match 2.My Virtual Model Fit Size/Fit recommendations to decrease uncertainty and product returns 3.My Virtual Model Imail Interactive Communication Tool with personalization and visualization for rapid conversion 4.My Virtual Model Network & Data Shopping behavior data from a network of 3.5 million users My Virtual Model Experience

My Virtual Model Dressing Room Visualization and product sampling with garment try-on (average of over 20 garments try-on per session). Mix & match of different brands Personalization through Model creation and collection of shopping behavior data My Virtual Model experience

My Virtual Model Fit : o Size/Fit recommendation tool to reduce uncertainty about shopping for apparel on-line, and to increase customer satisfaction Reduces product returns (over half of product returns are attributed to incorrect size/fit) My Virtual Model experience

My Virtual Model Imail Communication Tool providing product visualization and try-on within a customers Targeted marketing with customized product offers My Virtual Model experience

My Virtual Model Network and Data Data on customers (model characteristics, height, weight, measurements) Shopping behavior information (style, color, try-on frequency, garment type/characteristics) Multi-dimensional, multi-layer product categorization (coded as part of the 3D rendering process) My Virtual Model experience

Needs, Benefits,Solutions Product sampling, Visualization with mix & match Increases conversion rate (+34% with Lands End) Increases Average Order Value, with enhanced shopping experience (+66% with Lane Bryant, +11% with Lands End) Solution : My Virtual Model Dressing Room Size/Fit problems relating to variations between retailers and garments direct impact on net revenues with reduction in total return costs (handling, restocking, seasonal perishability, markdowns) increase in customer loyalty and satisfaction, decrease in uncertainty about shopping, decreased fear of returns, increase in likelihood to buy Solution : My Virtual Model Fit Benefits analysis

My Virtual Model 13% of landsend.com visitors use it 34% higher conversion rate 7% higher average order value

Lands end

Web-based Personalization Personalized services –My Virtual Model –My Personal Shopper – Personalized products –Lands End Custom

My Personal Shopper 80% higher conversion rate 10% higher average order value