the future of testing (jay nigrelli)
TRANSCRIPT
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#monetatesummit
Jay Nigrelli, VP of eCommerce, Destination XL Group
The Future of TestingTaking your website testing to a brand new level
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• Leading men’s apparel retailer focused on guys with waist sizes 38+
• 6 websites including Destinationxl.com, Casualmalexl.com, and Rochesterclothing.com
• Over 350 stores in 48 US states
Who We Are
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Who We Are
• One of Monetate’s first customers (Summer 2009)• Close partnership leveraging Monetate’s capabilities for ongoing testing, personalization, and optimization
• Over 1,782 tests/campaigns run life-to-date
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The Challenge (#1)
• Challenge: Destination XL visitor demographics are fragmented—only tied together by size
• Goal: Maximize online revenue of visitors with a propensity to purchase luxury apparel over the holiday 2013
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The Solution• Create segments of customers based on brand affinity
–Past online purchasing behavior of high-end brands: !
• Robert Graham • Paul and Shark • Jack Victor • True Religion • Remy • Peter Millar • Etc.
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The Solution Cont.• Launched holiday campaign with homepage slides featuring luxury gifts, high-end brands & products, and designer clearance
• Customized landing pages from each slide
• Targeted exclusively to visitors from the Monetate created segment
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The End Result
• A/B Test Results (vs Control): Winner! • Conversion Rate +15% • Average Order Value +8% • Demand $ per Session +25%
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Conclusion• Segmentation and relevant messaging works
• Brand affinity is a strong indicator of lifestyle preference
• Start with a hypothesis
• Leverage the vast amount of data & attributes Monetate has access to
• Must consider scalability
!
• Next Steps: Test brand specific campaigns
• Long term: Leverage CRM data to create segments based on multi-channel data
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The Challenge (#2)
• Challenge: Create more merchandising continuity between website and stores
• Goal: Feature local sports teams to customers online based on where they are shopping from
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The Challenge (#2)
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The Solution• Leverage Monetate’s IP targeting to test team sports features in Boston, LA, and Chicago markets (launched Feb 2014)
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The Solution Cont.• Click takes visitors to local team page
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The End Result
A/B Test Results (vs Control): No significance = win
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Conclusion• Use Monetate’s capabilities to build omni-channel continuity while testing online engagement
• Test to ensure no adverse effect to online KPIs • Results could vary based on inventory availability & popularity of team • Track teams/groups individually !
• Next Steps: Test local MLB teams in various markets heading into season (April)
• Next Steps: Brainstorm other ways to tie channels together
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2:15-2:30 Break !
2:30-3:45 Track 2 / Engage Open-Time Personalization