Fresh Relevance has always offered marketers great flexibility to personalize content across both the website and email. We took this a step further by enhancing the user control.
Our Experience Management feature allows our clients to define customer experiences. For each experience, you can assign which customer should see the experience and what content they are shown, the position where it is placed and on what channel.
Experiences can run simultaneously, so our clients can have multiple versions of their website running at the same time, ensuring that the version shown to each shopper is optimal to that consumer’s needs.
Why did we make this change?
Increasingly, our clients are deploying many different pieces of content, across multiple channels, which can quickly become time-consuming to manage.
Experience Management gives our clients a central place to pull the different pieces of content together into defined experiences that can be easily controlled and delivered to consumers, cross channel, at the appropriate time. This allows our clients to take web and email customization to a new level and increase engagement and revenue.
Additionally, the ability to group multi-channel content into experiences, and then manage which consumers are assigned each experience, improves the cross-channel cohesion and ensures consistent messaging across both website and email.
So what does it do?
We’ve created an Experience Management section within our system. Here you can create new experiences and customize what website configuration and content (across both web and email) should be shown. You can then define which consumers should be assigned which experiences via a comprehensive list of criteria, all pointing to the wealth of data we collect on your consumers.
The great news is that experiences can be combined, so consumers can be assigned multiple experiences at once – if they’re compatible. The system uses a priority order, and a sophisticated method for recognizing compatibility, when combining experiences for each consumer.
Data is then collected against experiences to allow our clients to see which are performing best.
How to use Experience Management
There are endless use cases for this highly flexible tool, combined with the other functionality of the system. Here are some ideas:
VIP customer:
If a high-spending customer returns to the website or opens your newsletter, you can show them suitable offers and include recommendations for high-value products, to maximize revenue.
New customer:
If a new customer comes to the website, you can target them specifically with offers to encourage them to place that first order.
Brand experiences:
If you are selling multiple brands, we can collect data on which brands each of your customers prefer. Experiences for each brand can be created, containing brand-tailored content. This allows you to show each shopper coordinated website and email content that provides prominence to their favorite brands.
Flash deals/Black Friday:
You can create a flash deal or Black Friday experience and configure the website and email content required ahead of the event. When ready, you can create an experience rule that will activate the experience, and all content, for specified consumers at the given time.
What’s next?
We’re not stopping here – we plan to enhance the analysis and reporting capabilities of experiences, then extend our system’s AI to select the best experience for each consumer, to give the most positive result towards each client’s goals.
Overall, Experience Management helps our clients reduce the complexities of managing lots of different content, while also offering greater flexibility for personalization and improved consistency across channels.
Take a look at our short explainer video to learn more:
