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THE FUTURE STATE OF PERSONALIZATION
z50sqft & 100k products
CURRENT STATE OF DIGITAL
4”screen with 10MPast Present
LIQUID EXPECTATIONSYour buyers compare the ease and relevance of your
experience against the best in all industries
3Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information |
DIRECT COMPETITORS
EXPERIENTIAL COMPETITORS
PERCEPTUAL INFLUENCERS
Change expectationsyour customers have
Set expectationsacross industries
Sell products or servicesthat compete with you
DIFFERENCE BETWEEN WHAT CUSTOMERS EXPECT AND WHAT YOU DELIVER
DIRECT CATEGORY COMPETITORS
Why Personalization?
The goal of personalization is not about cross or up selling. Nor is it about the right product in the right place at the right time.
The goal of Personalization is to use data to make it easier for customers to find & consume what they want, how and when they want.
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 4
4 R’s of PersonalizationRECOGNIZE REMEMBER RECOMMEND RELEVANCE
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 6
WHERE IS YOUR ORGANIZATION TODAY?
Accenture Personalization Maturity Model
Digital experiences and campaigns for audience segments based solely on expert judgment and simplistic business rules
MINIMAL PERSONALIZATION
Personalized experiences and campaigns based on
A/B testing and data-driven recommendations and
audience targeting
SELECTIVE PERSONALIZATION
STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3
Industrialized operating model for managing
processes, governance, and platform instrumentation
to support personalized experiences and campaigns
MANAGEDPERSONALIZATION
Centralized decision management to create
contextualized personalization and create
a seamless experience across channels
OMNI-CHANNEL PERSONALIZATION
ENTERPRISE DIGITAL AGILITYOrchestrating across all channels to enable
and manage goal setting for corporate level KPIs,
such as margins, revenue, and excess inventory
JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY
PERSONALIZATION AT SCALE
ORCHESTRATE
OPERATIONALIZE
ORGANIZE
7
THREE PRIMARY CHALLENGES TO SCALE
TALENT & CULTURE NEEDED TO TEACH SYSTEMS TO BE
PERSONAL
TECHNOLOGIES & DATA TO CREATE A SEAMLESS
PERSONALIZED EXPERIENCE
PROCESSES & GOVERNANCE TO EMBED PERSONALIZATION
ACROSS ALL EXPERINCES
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 8
CUSTOMER GENOMEWith the digitization of everything and the growth of liquid expectations, how can we design a more fluid approach to understanding customer
preferences and passions to drive personalized marketing and experiences?
Traditional personalization approaches focus on what
customers buy, view, or consume, which results in a product-
centric view limiting customer understanding
Uncovering why people chose versus what they chose leads to an understanding of preferences,
motivations & passions, which goes beyond the limitations of current merchandise, offers & services
Decomposing eachinteraction and mapping them to the customer to
understand each individuals uniqueness for greater and more
effective personalization
THE CHALLENGES THE ANSWER CUSTOMER GENOME
FEATURES• Lavender and Vanilla aroma• Helps lull baby to sleep• Tear-free • Cleans hair and skin• No phthalates, parabens,
petrolatum, or SLS• Pediatrician-tested and
hypo-allergenic• Safe, effective and natural
INGREDIENTSAqua (water, eau), caprylyl/capryl glucoside, sodium lauroyl glutamate, disodium cocoyl glutamate, oryza sativa (rice) extract, sodium cocoyl hydrolyzed soy protein, origanum vulgare leaf oil
MERCHANDISING• Size: 12oz• Price: $9• Package: no pump• Category: Health & Beauty• Sub-Catg: Children Shampoo• Shelf Position: top• Display: no
RATINGS & REVIEWS• Ratings: 5.0 stars• Review Cnt: 9• Review Tokens: babysitting,
fussy, love this product,grandmother
• Reviewer Avg Age: 45• Percent Incentivized: 0%• Sensitive Skin: 50%
BRAND• Name: Burts Bees• Klout Score:50.7• Green Score: 8.9 • Manf Location: USA
ORGANIC BRAND CRUELTY FREE
LAVENDER HYPOALLERGENIC ALOE
Customer GenomeCopyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 9
DNA & LIVING PROFILE OF THE GENOME
What this means forYour Customers Your Corporation
DNA & LIVING PROFILE OF THE GENOME
WHATS NEXT?
GET IN TOUCH [email protected]
This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by
Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 13Why Personalization?
TOO MUCH CHOICE
From 50,000 products in 50,000 sq. ft. stores to millions
of products on a 4” screen
How do I know I’m choosing the best product?
Could I get a better deal elsewhere?
Choice can be paralyzing…
NOT ENOUGH TIME
Ultra-competitive workplace, overscheduled families,
always connected…
TOO MUCH CONTENTSolicitations, offers,
promotions, social streams…
Product sites, third-party research, news, reviews, ratings, blogs…
