The Future of Testing (Jay Nigrelli)
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Jay Nigrelli of DestinationXLGroup discussed how they used Monetate to improve their online performance through testing and personalization. They created customer segments based on brand affinity to target luxury gift campaigns, which increased conversion rates and order values. They also used IP targeting through Monetate to test featuring local sports teams to customers, aiming to improve merchandising continuity between the website and stores. While this initial sports team test showed no significant impact, they plan to further test local MLB teams heading into season. Overall, leveraging Monetate's capabilities allowed them to better segment and engage customers through relevant messaging across channels.
The Future of Testing (Jay Nigrelli)
- 2. • 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
- 3. 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
- 4. 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
- 5. 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.
- 6. 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
- 7. The End Result • A/B Test Results (vs Control): Winner! • Conversion Rate +15% • Average Order Value +8% • Demand $ per Session +25%
- 8. 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
- 9. 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
- 11. The Solution • Leverage Monetate’s IP targeting to test team sports features in Boston, LA, and Chicago markets (launched Feb 2014)
- 12. The Solution Cont. • Click takes visitors to local team page
- 13. The End Result A/B Test Results (vs Control): No significance = win
- 14. 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
- 15. 2:15-2:30 Break ! 2:30-3:45 Track 2 / Engage Open-Time Personalization