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Marketing électronique. Cours 5 La personnalisation. Principales approches visant à personnaliser l’offre marketing. «Customization (rules-based systems)

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Marketing lectronique l.jpg

Marketing électronique

Cours 5

La personnalisation


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Principales approches visant à personnaliser l’offre marketing

  • «Customization (rules-based systems)

    • L’Offre ou encore la personnalisation du site se base sur l’utilisation d’un système expert qui permet aux consommateurs ou au système de modifier l’offre en fonction des préférences ou des comportements antérieurs

  • Collaborative filtering

    • La personnalisation se base sur les comportements antérieurs mais aussi sur le comportement d’autres consommateurs

  • Open Profiling Standards

    • La personnalisation se base sur le comportement du groupe de référence auquel est attribué le consommateur (MSN Passport, basé sur FireFly)


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Une fois encore, ces approches visent à

  • Réduire les coûts d’acquisition

  • Accroître la fidélité

  • Accroître la consommation par consommateur


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Coûts d’acquisition

  • Budget marketing pour une période donnée (en $)/ Nombre de nouveaux clients


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Amazon.com

  • Depuis que Amazon.com personnalise ses offres ses ventes moyennes par client sont passées de 156$ en 1998 à 238$ en 2002


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Deux exemples

  • Mon mannequin virtuel

    • Une façon de personnaliser l’offre marketing

      • Personnalisation de l’essaie du produit

      • Personnalisation du message

  • Land’s End, Dell, Kaza

    • Des façons de personnaliser le produit


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My Virtual Model Experience

  • My Virtual Model offers :

  • My Virtual Model Dressing Room

    • Personalization, visualization, garment try-ons, mix & match

  • My Virtual Model Fit

    • Size/Fit recommendations to decrease uncertainty and product returns

  • My Virtual Model Imail

    • Interactive Communication Tool with personalization and visualization for rapid conversion

  • My Virtual Model Network & Data

    • Shopping behavior data from a network of 3.5 million users


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    My Virtual Model experience

    • My Virtual Model Dressing Room

      • Visualization and product sampling with garment try-on

        (average of over 20 garments try-on per session).

      • Mix & match of different brands

      • Personalization through Model creation and collection of shopping behavior data


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    My Virtual Model experience

    • My Virtual Model Fit :

      • Size/Fit recommendation tool to reduce uncertainty about shopping for apparel on-line, and to increase customer satisfaction

      • Reduces product returns (over half of product returns are attributed to incorrect size/fit)


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    My Virtual Model experience

    • My Virtual Model Imail

      • Communication Tool providing product visualization and try-on within a customer’s email

      • Targeted marketing with customized product offers


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    My Virtual Model experience

    • My Virtual Model Network and Data

      • Data on customers (model characteristics, height, weight, measurements)

      • Shopping behavior information (style, color, try-on frequency, garment type/characteristics)

      • Multi-dimensional, multi-layer product categorization

        (coded as part of the 3D rendering process)


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    Benefits analysis

    • Needs, Benefits ,Solutions

    • Product sampling, Visualization with mix & match

      • Increases conversion rate (+34% with Lands’ End)

      • Increases Average Order Value, with enhanced shopping experience (+66% with Lane Bryant, +11% with Lands End)

    • Solution : My Virtual Model Dressing Room

    • Size/Fit problems

      • relating to variations between retailers and garments

      • direct impact on net revenues with reduction in total return costs (handling, restocking, seasonal perishability, markdowns)

      • increase in customer loyalty and satisfaction, decrease in uncertainty about shopping, decreased fear of returns, increase in likelihood to buy

    • Solution : My Virtual Model Fit


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    My Virtual Model

    • 13% of landsend.com visitors use it

    • 34% higher conversion rate

    • 7% higher average order value


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    Land’s end


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    Web-based Personalization

    • Personalized services

      • My Virtual Model

      • My Personal Shopper

      • E-Mail

    • Personalized products

      • Lands’ End Custom


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    My Personal Shopper

    • 80% higher conversion rate

    • 10% higher average order value


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