Daniel KemeryVe Global

Case study

Gtech

About Ve Global

Ve is the complete acquisition, engagement and analytics solution for 5,000 eCommerce brands. Smart solutions seamlessly integrate advertising and marketing technology to connect all the dots in the user journey, drawing on a rich mixture of data to provide you with a complete picture of what an individual is looking for, and why.

Brief

Work directly with home and garden technology brand Gtech to better understand what shopper modes engage with their website.

Solution

Create smarter, more personalised Digital Assistant campaigns based on quantitative, shopper mode data.

Role

Senior product designer

Team

Two product designers, and development teams located in Spain and Romania

Time

Feb 2018 - Oct 2018

Award

The Wires 2018 (finalist)

Process

Lean UX

Learn

Defining shopper modes

'Shopper modes' are the stages online shoppers shift through before purchasing a product. They originate from Nielsen Norman Group research.
Case study video outlining Ve's Gtech project
Unlike traditional personas, shopper modes find commonalities between online shopper behaviour and add context to user behaviour, rather than separating groups by differences. A customer shifts through three main shopping modes (while simultaneously exhibit one-time shopper or bargain hunter behaviours) along their buying funnel to conversion.
  • Browser-- leisurely shopping or looking for inspiration / to kill time
  • Researcher-- plans to make a purchase, but is collection information
  • Product focused-- knows exactly what they want and has made a decision to purchase
By identifying a customer's shopper mode (by analysing their online behaviours), brands have the ability to deliver more personalised content that respond to a customer’s needs, motivations and intent in real time.

Identifying Gtech's shopper modes

We spent 9-months working with Gtech (one of the UK’s fastest growing brands) on a series of experiments personalising on-site creative to each shopper mode. These personalised campaign results were compared to a standard campaign to validate the shopper mode methodology.
Data insights from over 6,000 survey respondents helped uncover who was visiting Gtech's site. Almost half of abandoning visitors were comparing product information (and self-identified as 'researchers’), and wanted more visible product reviews, more time to consider purchases and were using their basket as a ‘wish-list.’

Build

With this context, we tailored Gtech's on-site Digital Assistant solution to deliver experiences relevant to the Researcher shopper mode. This included surfacing customer reviews from Trust Pilot, showing Gtech's 'best selling products,' and providing wish-list alternatives.
Campaigns fired when Gtech's customer's exhibited specific 'research' triggers. These triggers were defined by observing users shop through rounds of contextual inquires.
If they are in researching mode, they are going to look at a number of different websites to see if they can find the best price or the best product. It doesn’t necessarily mean the journey has ended for that brand, but it does change the context in which you need to have a conversation with the user and the way in which you will guide them to purchase.
-- Adam Hindhaugh, Head of Product from Ve Global

Measure

Results

Select metrics:
  • Overall site engagement increased over 300% overall (compared to standard Digital Assistant campaigns
  • Personalisation for 'Researchers; alone drove click through rates of nearly 16% (five times higher than normal)
  • Over 6,000 unique customer survey responses within the first month of launching

Highlights

The Wires awards 2018

Our work with Gtech was nominated for 'Best Digital Marketing Campaign 2018' by Exchange Wire
Rochelle Williams (left), Daniel Kemery (middle) and Freya Lukas (right) attending The Wires 2018

Press