We had the oportunitty to talk with Ander Orcasitas, Director, Iberia for Dynamic Yield about the costumer experience, data analysis and costumer personalizing platform
- What advice would you give to companies that want to improve their customer experience and are working actively on it but are also confused about where to focus their efforts?
Instead of wasting valuable time and energy on ideas that offer little to no value to the business, teams need to prioritize high-impact campaign ideas. At Dynamic Yield, we’ve worked with leading brands in the space to deploy hundreds of powerful use cases across channels that have led to increased conversion rates, revenue per user, average order value (AOV), gross profit, and other imperative metrics. Recognizing how valuable this intelligence is to the rest of the market, we built an Inspiration Library – a searchable collection of proven personalization use cases organized by theme, industry, channel, impacted page, experience type, and implementation effort. Teams can use it to easily identify the most suitable use cases based on their business needs.
- In the information you sent, you mentioned that Sephora has a very interesting model combining brick-and-mortar experiences with a customer’s digital profile. Would you please explain how that works?
Recognizing today’s consumers are traversing both digital and physical shopping experiences, Sephora has done an excellent job at merging these two worlds, leveraging the customer’s digital profile to encourage activity in-store and better cater to their needs while there. With it, beauty associates can make recommendations based on both online and offline purchase behavior, for example. This critical data is often siloed from what happens online, but consumers expect retailers to remember their preferences and shopping history, which is why the customer-centric beauty brand is flourishing. A byproduct of close alignment between product and marketing teams, it just goes to show how working in tandem to synchronize activities and reimagine the customer experience can be highly influential.
- Data analysis and customer personalizing platforms are sophisticated and expensive.
Only big brands have easy access to that technology. How do you think this will evolve?
It’s a fair point – a unified platform like Dynamic Yield’s can simplify the consolidation of customer data, allow for easy execution of campaigns, mine analytics to surface key insights, as well as automate experience optimization. You just don’t get that level of support or results from a series of cheaper point solutions, which often break the customer experience as data gets siloed in the various tools employed and can’t be fully leveraged. So, while the cost of personalization platforms may not change, I do foresee smaller brands becoming more mindful of where they are allocating the digital marketing budget. Decision-makers will trim the fat, so to speak, making more strategic investments in technology that will not only pay for itself but yield higher returns in the long run.
- In your opinion, how will brands in the near future innovate in customer experience?
The customer experience is expanding beyond traditional web and mobile environments to include a whole set of emerging digital channels such as in-store kiosks, IoT devices, clienteling apps, and more. These are quickly going to become the norm and brands will need the right tools to not only connect their customer’s online and offline interactions but also embed highly tailored experiences across them for more relevant, two-way brand-to-customer interactions. That’s why we’ve recently developed a comprehensive set of Personalization APIs, providing teams with the flexibility and control to personalize every digital channel and customer touchpoint at scale.
