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Personalisatie bij de Bijenkorf
The mail that changed everything
Vragen
U vraagt, wij draaien
Omnichannel retailing
• 7 flagship stores, 100.000+ M2 shopping space, 25 mln visitors
• Online platform in NL & BE, 55 mln visitors
DiDo #27: Niels Reijmer (Bijenkorf)
CRO (since 2012)
Het proces
Study user
behaviour
Insights
Form
hypotheses
Perform
(AB-)tests
Deploy /
Build
© Matthijs Hielkema (Travix)
De funnel
© Matthijs Hielkema (Travix)
% Order% Lister % Detail
% Add to
cart
% Payment% Shipping
Development team structuur
% Order
Product owners
Backend developers
Frontend developers
UX - designers
% Lister % Detail
% Add to
cart
% Payment% Shipping
Product vindbaarheid Checkout
Opschalen
Study user
behaviour
Insights
Form
hypotheses
Perform
(AB-)tests
Deploy /
Build
Hypothese
Based on https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc (Craig Sullivan)
Study user
behaviour
Insights
Form
hypotheses
Perform
(AB-)tests
Deploy /
Build
Basis = hypothese
Based on https://medium.com/@optimiseordie/hypothesis-kit-2-eff0446e09fc (Craig Sullivan)
DiDo #27: Niels Reijmer (Bijenkorf)
Er is een grens aan site optimalisatie
Product Personalisatie
Product Personalisatie
Segmentatie
Van start!
Study user
behaviour
Insights
Form
hypotheses
Perform
(AB-)tests
Deploy /
Build
© Matthijs Hielkema (Travix)
Houd het simpel
Models /
Selections
StorageSnowplow
Analytics
O M S/ERP
Producten onderscheiden
User
Acne
Studios Barbour Barts Filippa K
Cheap
Monday Diesel Esprit Essenza
French
Connection
XYZ123 0 1 0 1 0 1 0 0 0
KADS546 0 0 1 0 1 0 0 1 1
ESD112 1 1 0 1 0 0 0 0 0
Segment 1 / Style A Segment 2 / Style B
Barbour Barts
Filippa K Cheap Monday
Diesel Essenza
Acne Studios French Connection
Toepassen op email
Models /
Selections
Storage
Em ail
Snowplow
Analytics
O M S/ERP
AB-testen
§ Stylesegment match resulteerde in significant meer conversies
§ Uitbreiden met meer attributen!
Style A Default
Style A
Opschalen naar de site
Abandon browse
DMP erbij
Models /
Selections
Storage
Em ail
Snowplow
Analytics
O M S/ERP
DM P DM P
Start personalisatie squad
© Matthijs Hielkema (Travix)
Eenvoudig?
Models /
Selections
Storage
“Lijst A graag”
Lijst A of default
Persoon X Style A
Stylesegmentatie op de website
Succes!
Style ADefault
Search segmenteren
Default Vrouwenjassen
Content
§ Redirecten naar relevante pagina’s
§ Banners segmenteren
§ Etc.
Personalisatie
Next level…. 33
productview productview
Don’t ask me 34
Neural network
input predict
Eerste producten aanpassen
Default VS Recommended
Stappenplan 36
§ Verzamel de juiste data
§ Pak een kanaal waar je snel mee kan starten
§ Start met eenvoudige segmenten
§ Dubbelcheck, dubbelcheck, dubbelcheck alles
DiDo #27: Niels Reijmer (Bijenkorf)

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DiDo #27: Niels Reijmer (Bijenkorf)