Sitting at the intersection of audience data, experience, and real-time context, Avon knew that investing in personalisation would help the company on its mission of delivering a seamless customer journey; one that would replicate the 1:1 level of service it was known for, but digitally.
Upon deciding to consolidate technology after leveraging various platforms for A/B testing and product recommendations, Avon made sure its new solution would enable the brand to:
- Join up critical information from across platforms and channels
- Streamline A/B testing, personalisation, and recommendations into one workflow
- Easily kickstart experience creation through out-of-the-box templates
- Scale experience delivery across locations through cross-site sharing
Avon then carefully plotted its next steps, aiming to quickly demonstrate the importance of personalisation, deepen buy-in within the organisation, and build a foundation for the long-term optimisation of its multiple sales channels, which included:
- Identifying important audience behavior – The team narrowed in on what makes each segment tick through a combined analysis of data from its digital experience analytics and personalisation technology
- Eliminating noise in reporting – The team ensured online visitor behavior from its sales representatives wasn’t influencing the measurement or optimisation of its customer segments
- Breaking departmental silos in CX delivery – The team held a workshop to kick off and create cooperation between the various personalization managers
- Targeting its most profitable customers – Following a classic RFM-based model, the team clustered its customers according to recency, frequency, and monetary value of purchases to build audiences for personalisation
From there, the team was able to launch a few initial product recommendation campaigns targeting all visitors in the UK, Czech, and Poland on both its product listing pages and product detail pages, experimenting with “Recently Viewed” and “Similarity” algorithms to determine the most relevant strategy per location at these key stages in the funnel.
