By Rose Spicer-Oracle on Oct 27, 2014
Earlier this month, the Oracle Retail team divided its time between Oracle OpenWorld in San Francisco and the Shop.org Summit in Seattle. Over the next few weeks, we will bring you retailer insights gleaned from both events.
This year’s Shop.org Summit was, in many regards, a study in leveraging digital platforms to personalize each customer experience. Among those offering ‘lessons learned’ was Daniel Moure, chief marketing officer for consumer vitamins and wellness retailer PureFormulas, who discussed his company’s recent progress as part of the panel discussion “Time to Get Personal on the Customer Journey.”
Central to making each customer experience better, said Moure, is the company’s recent migration to a new e-commerce platform from Oracle Commerce. The Oracle platform provides PureFormulas’ marketing team with industry-leading tools to personalize the customer experience through a series of levels, from the awareness of getting a customer on to its site to adding returning customers to its loyalty program, and each step is based on insights gleaned from customer data.
As part of the panel dialogue, Moure admitted that corralling all that data had at times been tough, but ultimately worth it.
“We had data all over the place,” said Moure. “Aggregating the data, looking at it, slicing it and dicing it, that takes a lot of resources and energy. Once you have even a little bit of data and you know who your customers are, then the goal is to make the experience easy, help customers choose what they want and make the whole process smooth and streamlined.”
PureFormulas is still at the beginning of its journey into the personalization process and the project and tools continue to evolve. “We started small, made the assessments and assumptions that we’re almost certain are correct and from there, started drilling down deeper,” said Moure. “We’re already starting to see some results from the very basic personalization tests that we’re doing.”
In the end, the measurement of success for PureFormulas is how many shoppers convert to buyers. By looking at the data through a new lens, the company can link conversions to attributions of the personalization funnel they have developed. From a conversion in the middle of a first time site visit, to acquiring that customer as a loyalty program member, Moure stressed the importance of making sure that the choices presented to the customer are efficient and effective.
“The final measure is making that conversion and generating revenue along the way,” said Moure. “We’re tracking adoption of the tools and products we’re putting out there and hopefully all of them are useful. With the right platform and tools, you can make that experience extremely flexible for customers.”
Read more about PureFormulas’ personalization journey in Internet Retailer’s ‘Going for Growth’ article. For more Shop.org insights, check out Shop.org Summit Articles from the National Retail Federation.
Shop. Explore. Demo. Oracle Commerce @ Work: www.pureformulas.com