April 2, 2020
Consumer Electronics retailer MediaMarkt personalizes eCommerce experience to drive 8% in uplift

Consumer Electronics retailer MediaMarkt personalizes eCommerce experience to drive 8% in uplift


(techno music) – My name is David Geisen. I’m the Chief Digital
Officer of MediaMarkt Iberia, which is Spain and Portugal. MediaMarkt is the largest consumer electronics retailer in Europe. We’re in 15 countries, selling more than 22 billion euro a year, operating more than a thousand stores, and have some 65,000 employees, and selling almost three
billion euro online. What I found when I joined
MediaMarkt last year was basically that we
had a very diverse set of different tools that were
used for different purposes. So, one for recommendation,
one for A/B testing, one for account recovery, one
for messaging, and so forth. And connecting all those different tools would have been for some possible, but for other tools impossible,
because they were not open, import and exporting all the data points. So, we tried to find a solution, which reduces all total cost of ownership and also add new functionality, like personalized recommendations, which we were not offering before. Plus, the marketing teams
and the content teams should also be able to use a tool, without involving someone from IT with expertise to write code, et cetera. One of the challenges that we face, with regards to our websites and the content that we show there is that we are not connecting
yet all the data available from the physical
stores, the transactional data, with navigational data from
our website and the apps. And the idea with the dynamic yield now is to bring this together and to enrich the content and the products that we recommend on our
website, for example. Some new ideas that we are now working on, is basically increase the
number of content experiments that we are running, based on personas and different categorizations of the people navigating on our website, as well as including the
personalization element into all our email
communication, for example that we send out to our customers. One example for exciting use case was our social proof experiment where we had a hypothesis that products that are selling fast
could be selling faster and the idea is that we
show an urgency message on those type of products, indicating how many we sold
over the past couple of hours. And if there is low
stock on those products, then we also show this message. So, this helped us to
increase the et-tu card and also the average auto value. The revenue uplift that we currently can attribute to dynamic yield and assuming that we
rolled out the experiments to the majority of our traffic
is between seven and 8%. (techno music)

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