LIVING

PROFILES & THE POWER OF

PERSONALIZATION

40%

of consumers left

website and made a

purchase elsewhere

because they were

overwhelmed by

too many options

Traditional approaches focus on

WHAT customers choose

Uncovering WHY leads to an

understanding of preferences,

needs & passions

LIVING PROFILES are needed

to create highly individualized

experiences

CUSTOMER

OR

SEGMENT

CENTRIC?

WHAT VS WHY?

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PREFER

CERTAIN

COLORS,

STYLES OR

FEATURES?

Does the customer…

LOVE A

SPECIFIC

DESIGNER?

HAVE A

UNIQUE

ALLERGY OR

A SPECIFIC

DIET?

“WHY” DECISION DRIVERS

Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | 7Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | 7

THE PATH TO

PERSONALIZATION

Every digital interaction is comprised of descriptive attributes that reveal a customer’s unique preferences, motivations and passions – it’s their Interaction DNA.

PRODUCT DNA

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

INGREDIENTS

Aqua (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 Genome

DNA & LIVING PROFILE OF THE GENOME

CUSTOMER GENOME EXAMPLE

EVENT DNA

SOCIAL DNA

OFFER DNAMOBILE DNA

LOYALTY DNA

PRODUCT DNA

PERSONAL

CURATION

PERSONAL

CONCIERGE

MARKET

INNOVATION

TRANSPARENCY1

CONTROL2

SERVICE3