BRAND S Suntory International. Adobe Experience Forum 12 July 2017

Size: px

Start display at page:

Download "BRAND S Suntory International. Adobe Experience Forum 12 July 2017"

Barrie Chambers
6 years ago
Views:

3 BRAND S Suntory International Adobe Experience Forum 12 July 2017

4 Agenda 1. Start of our DX transformation journey 2. Technology driving the vision 3. BrandsWorld.com UX Methodology

scientists from leading universities Clinically proven to improve

5 About BRAND S Essence of Chicken Flagship product 182 years of Royal Heritage Over 40 scientific papers on BRAND S Essence of Chicken by international scientists from leading universities Clinically proven to improve concentration and reduce tiredness Fat free, cholesterol free, no added salt and no preservatives

6 DIGITAL VISION Create a seamless and consumer centric digital health ecosystem driving strong brand affinity

7 Enhance points of customer contacts Starting from our owned channel and assets BrandsWorld.com

Our task was to address the barriers and create a stronger digital ecosystem across paid and owned media Poor web experience led to high bounce rate No visibility of

8 Our task was to address the barriers and create a stronger digital ecosystem across paid and owned media Poor web experience led to high bounce rate No visibility of consumer online journey Key Barriers Integration required between EC and BrandsWorld Paid Media Owned Media Applicable for both Varied success metrics Digital spends increasing

9 Main priority was to ensure good web experience BrandsWorld.com Website revamp Establishing digital fundamentals Standardize tracking tools and measurement

10 Our Vision for BrandsWorld.com Provide one seamless personal digital experience to our customer

Ideal on-site user journey Gift for a pregnant friend Researching

benefits, ingredients, nutritional information and manufacturing

He thinks it is a suitable gift for Linda and adds a 12-pack EOC to

Confirmation and discount voucher Personalized gift message Adding

email confirmation of his purchase with a 10% discount code for his

13 Ideal on-site user journey Gift for a pregnant friend Researching for gift Learning more about EOC Decides to purchase EOC Andy s friend, Linda is pregnant. He wants to get her a gift that is suitable for her. He reads about an article on the benefits of Brand s Essence of Chicken online, and clicks on a link that brings him to the product page of EOC. He learns more about the product on the page, such as the key benefits, ingredients, nutritional information and manufacturing process. He thinks it is a suitable gift for Linda and adds a 12-pack EOC to the cart. Confirmation and discount voucher Personalized gift message Adding recommended products Cross selling relevant products He receives an confirmation of his purchase with a 10% discount code for his next purchase. He goes to the cart and wrote a personalized message for Linda. He then proceeds to checkout. He selects the Brand s Bird s Nest and reads about its benefits. He adds a 6- pack to his cart too. After adding the EOC, he is recommended other products that are also suitable for pregnant ladies.

Navigation Site Search Content Targeting Personalisation Mobile Recommendations Localisation Merchandising ecommerce Cart &

14 Choose the right solution to deliver the vision Best in Class Best in Class Content Management System Content Services Rich Media Management Social A/B Test Marketing Authoring Tools Workflow and Approval Web Analytics Presentation Management Navigation Site Search Content Targeting Personalisation Mobile Recommendations Localisation Merchandising ecommerce Cart & Checkout Catalogue/PIM Pricing Payment Promotion / Coupons Customer Account Management Inventory Fulfilment Customer Services

15 We identified opportunity areas across all our personas and discovered design drivers Education and awareness Raise awareness of BRAND S products, their usage and possibilities by educating people. Comparison tool A tool that helps user compare the different products. Tools for exploration and comparison A suite of simple, personalised and targeted tools invite people to explore content that s relevant to them and BRAND S products. Match product to life stage A tool that tells users how much a selected product matches with users life stages. Reassurance through personalisation Recommendations based on personal needs and goals that give personalised advice and guidance in related topics and BRAND s products. Gift & bundle options Highlight gift and bundle options where user can make purchase based on occasions and personal preferences.

feedback) Records amount of attention given to a UI element (interest or

16 Putting our design to test Shows emotions, inherit motivations, expectations, etc (pupil dilation) Shows how people see and interpret visual elements (user feedback) Records amount of attention given to a UI element (interest or confusion) Records signs of struggle find / understand something (repetitive eye movements).

17 MIRUM AGENCY 2015

With Adobe Analytics tool in place, we can

content consumption and onsite behaviour

campaign A Proceeded to read content Did not

18 With Adobe Analytics tool in place, we can build segments of users based on their content consumption and onsite behaviour SegmentA SegmentB SegmentC Came in through campaign A Proceeded to read content Did not complete application Looked at content on BEC From a mobile device Located in Singapore Looked at BBN Looked at BEC Checked products related to Bundles Interested in Campaign A Interested in BEC Interested in Brand s Product Bundles

19 By connecting Adobe Analytics with Adobe Target, we personalise content onsite to display interest to the user based on segmentation SegmentA SegmentB SegmentC Interested in Campaign A Interested in BEC Interested in Brand s Product Bundles

20 Measurement Framework Business Objectives BrandsWorld.com revamp Establish digital fundamentals Standardize tracking tools and measurement Goals: Improve users content consumptions Improve users engagement on Site Increase traffic base from various digital channels Increase visibility for onsite conversion Improve user experience / purchase experience Enhance visitors Loyalty on Brands Success Metrics Segmentation Visitor Advocacy Time Spent on Site Pageviews per Visit Customer Type (known & unknown) Device Type Interaction Concepts Unique Visitors Page views per visit Leads generated Traffic Sources (Paid, earn or own) Entry Page Type Bounce Rate Leads Generated Visitor Loyalty (Repeat %) Customer Type (known & unknown)

21 Personalization goes wrong when you ignore the human beings on the other side of the screen

22 DATA Collection Transparency Privacy Frequency Cap

23 Treat every user as an individual human being Choose the right technology to enable the vision Measurement is imperative

Driving Success with Personalization. for B2B Tech Marketers

Driving Success with Personalization for B2B Tech Marketers Driving Success with Personalization for B2B Tech Marketers In a business-to-business environment, the individual decision makers you are targeting