1. Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct

2. Who is Kitchenware Direct?  Australia’s largest pure play online cookware & kitchenware retailer  250,000 satisfied customers  23,000 product reviews  50 staff - based in Bibra Lake, Perth  120,000+ email subscribers  31,000 Facebook fans

3. How KitchenWare Direct Utilises eCommerce Personalisation to Increase Conversions

4. Online Shoppers Perspective * Source Invesp

5. But Only of marketers know that personalization increases customer engagement 74% of marketers are actually using personalization 19% Marketers Execution * Source Econsultancy

6. Main Barriers to Website Personalisation  IT roadblocks  Legacy technology  Lack of budget  Inability to translate data into action  IT roadblocks  Legacy technology  Lack of budget  Inability to translate data into action * Source Econsultancy

7. Kitchenware Recipe for eCommerce Personalisation Onsite Personalisation Personalised Product Recommendations Cart Abandonment Emails

8. Segmenting & Targeting the customer that lands on our site in Real Time Ingredient 1 – Onsite Personalisation

9. Personalisation Rule 1: Introduce a Geo Targeted Message NZ customers who saw the message converted at while the control group (NZ customers who did not see the message) converted at

10. Personalisation Rule 2: Present popup coupon to first time visitors

11. Personalisation Rule 3: Banner presented only on the 2nd page of the session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)

12. Personalisation Rule 4: A coupon offering 5% off to people who have not purchased in the past year but it’s their 3rd visit already

13. Personalisation Rule 5: A welcome back banner presented to returning visitors who abandoned a cart

14. Weather Related Promotion

15. Ingredient 2 – Personalised Product Recommendations Visitors are presented with the most relevant recommendation type based on their current intent and past browsing /purchase data Onsite Presonalisation

16. Product Recommendations on Product Page Tip: Enforce the customer to buy – present a recommendation which shows that others are also buying this product

17. Cross -Sell Recommendations on Shopping Cart Page Cross Sell Tip: On the shopping cart don’t show cheaper alternatives to the product the customer already added to cart

18. Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy

19. Presentation on Product Page:

20. Product Recommendations Results: Conversion Rate from Product Recommendations Total Site Revenue from Recommendations Increase in A verage O rder V alue People who Engage with Recommendations Convert at Higher Rate Compared to Site Average Conversion Rate

21. Ingredient 3 – Convert Abandoned Cart Into Sales Personalised Product Recommendations Onsite Presonalisation Cart Abandonment Emails Multi-stage campaign

22. Convert Abandoned Carts into Sales Multi stage cart abandonment email campaign First Email 2nd Email After 2 hours - Support email no promotion After 48 hours - Promotional email with promotional coupon

23. Building our Email Subscriber List  Signup during checkout/footer  Back in stock notifications  Offers on site (via popups etc)  Competitions – promote sharing  Send My Cart Pop-up  Signup during checkout/footer  Back in stock notifications  Offers on site (via popups etc)  Competitions – promote sharing  Send My Cart Pop-up

24. Send My Cart Feature: Capturing first time visitors email address before they exit Send My Cart Featured Doubled our Captured Email Volume !

25. Abandoned Carts Campaign Results Cart Abandonment Campaigns ROI

26. Building our Email Subscriber List  Signup during checkout/footer  Back in stock notifications  Offers on site (via popups etc)  Competitions – promote sharing  Send My Cart Pop-up  Signup during checkout/footer  Back in stock notifications  Offers on site (via popups etc)  Competitions – promote sharing  Send My Cart Pop-up

27. Increase Sales & Conversion Rate by as Much as Abandoned Cart Emails Onsite Personalisation Product Recommendations Results you Can Expect?

28. Contact me: Email: peter@kitchenwaredirect.com.aupeter@kitchenwaredirect.com.au Contact Barilliance: Email: osric@barilliance.comosric@barilliance.com