Post on 13-Apr-2017
transcript
Introduction to dSide
Prepared for:
MITX What’s Next eCommerce SummitJanuary 30, 2014
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• Founded: 2012• Headquarters: Wellesley, MA• Clients:
− Real estate: Rutledge Properties− Specialty foods: Rastelli Direct− Technology recommendation tool: Sophelle (iPad app)
• Team:− Leo Hermacinski, CEO− Rod Kellogg, Founder & VP Product− John Trustman, CTO− Charles Bridge, CFO− Mike Kinkead, VP Sales− Brian Bolton, VP Marketing− Nancy Muckle, VP Business Development
• Overriding business value: Client satisfaction
Introduction Who is dSide Technologies?
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• Today’s eCommerce search starts with product specs…
• …dSide starts with the customer and his or her preferences and matches products to these preferences
• Our technology enables a shopper to compare alternatives and easily make product and price trade-offs based on what is uniquely important to them.
• dSide ranks across all attributes simultaneously so that no relevant choices are missed.
• The net result:− Customer owns the top ranked product alternatives− A broader selection of results− A more engaging, personalized experience− Higher conversion rates− Captured customer preferences available for retargeting
IntroductionWhat is dSide?
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The Problem
Filters & keywords only work well when customers already know what they want
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Customers early in their decision process think about their needs and preferences, not about product specs
Need recognition
Form/ modify product
needs and preferences
Build set of options
Compare tradeoffs Purchase
“I’d like to buy a used car”
“But I don’t want a car with a lot of mileage on it”
“I’d prefer my dealer to be located close to where I live”
“I do a lot of driving in the city so city MPG is very important”
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The dSide Decision Engine dSide’s sliders make it easy for a customer to specify preferences
Looking for a used car
Some filters are needed…
…but most of the matches are based on preferences
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The Solution: The dSide Decision Engine dSide’s approach enables shoppers to explore options and make trade-offs based on their individual needs and preferences
Silver, 4 door, automatic 15,012milesMPG 23/31 Moon roof, premium sound Stock# H15947835
Jack Ness Automotive- 9 miles away(312) 555-1212 Free CARFAX report
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Beige, 4 door, automatic 17,517milesMPG 22/27 Moon roof, premium sound Stock# GD6923F
Duke Boys- 9 miles away(563) 555-1212 Free CARFAX report
12 photos
Brown, 4 door, automatic 17,634 milesMPG 21/30 Nav system Stock# A682D
Smith Auto- 12 miles away(520) 555-1212 Free CARFAX report
21 photos
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Blue, 4 door, automatic 15,711 milesMPG 21/30 Stock# YT68923-3
Smith Auto- 21 miles away(312) 555-1212 Free CARFAX report
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dSide’s matching technology complements keyword search and filters
Customer preference matching
Product attributesearch:
keywords & filters
Customer focused Product-centric
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OTHER dSide EXAMPLES
The dSide Decision Engine
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Product Search TodayFaceted search works well when customers already know what they want
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• Customers don’t speak “spec”- they talk about their needs and preferences
dSide’s ApproachStart with the customer, not the product
“I’d like a lightweight camera with a big display”
“I want a camera with good performance that has great optical zoom”
“I need a high quality for both stills and video, and I don’t mind paying for a better performance”
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The dSide Decision EngineCustomers preferences give the best product choices, and trigger highly relevant ads and retargeting promotions
“I’d like a lightweight camera with a big display”
“I want a camera with good performance that has great optical zoom”
“I need a high quality for both stills and video, and I don’t mind paying for a better performance”
Users tell dSide what’s important to them and see the most relevant
product based on their unique set of preferences
Revealed preferences- in the midst of the purchase decision- triggers highly
relevant ads and promotions
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dSide: Shoe SelectorIn a sea of choices how does the consumer find the right shoe?
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The dSide Decision Engine dSide’s sliders make it easy for a customer to specify preferences
For running shoes
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Puma with dSideConcept- desktop and tablet
http://shop.puma.com/shoe_finder/mens
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Puma with dSideEasy implementation, low-risk trial design, on-line and/or in-store
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The dSide Decision EngineChoosing a mutual fund
Faceted product search starts with the specs…
… dSide starts with the client
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The dSide Decision EngineCustomers walk a long path before current search tools become useful (but never intuitive!)
Need recognitionForm product
needs and preferences
Build set of options
Compare tradeoffs Purchase
“I need a house in the million-five range with four bedrooms. I really want spacious rooms, and would like a larger lot.”
?
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The dSide Decision EngineLet customers explore options based on their high-level preferences
“I need a house in the million-five range with four bedrooms. I really want spacious rooms, and would like a larger lot.”
Users tell dSide what’s important to them and see the most relevant product based on their unique set of preferences
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The dSide Decision EnginePreference-based search and decision making
“I need a house in the million-five range with four bedrooms. I really want spacious rooms, and would like a larger lot.”
“A house with more bedrooms for the money is the most important thing to me, and I’d like new construction. Close to school would be a plus”
“The kids are young, so being close to school is really important. A newer home would be nice”
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User Reaction:On-line shoppers find the dSide Decision Engine compelling
Source: dSide end-user survey
91%
70%
82%
of people who tried dSide said searching on their preferences is “useful” of “very useful”
said the dSide results are “better” or “much better” than existing ecommerce sites
said they would use a site with dSide “more often” or “much more often” than current ecommerce sites
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• dSide is compelling in-store− Give the customer more control of their product comparison and education
− Bring the richness of on-line product search into the store
− Give sales associates a clear view of the customer’s preferences
Online, or In-store:dSide gives a uniform search experience across channels
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Product Roadmap --- dSide Marketing EngineCaptured customer preferences for remarketing
1. Customer shops for a camera based on her preferences… 2. But doesn’t complete check-out… for any one of many reasons.
3. dSide-enabled retailer adds a new model (or makes a price change- or adds a manufacturer’s rebate). dSide automatically evaluates all cameras against the customer’s earlier revealed preferences…
4. Customer gets an alert showing the top cameras, according to her preferences- she digs into the details on the new camera… and buys.
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• Greater customer engagement
• Greater probability of accepting a less than perfect match since the customer in control of making product feature and price trade-offs
• Higher conversion rate
• Customer preference data captured for future remarketing purposes
• Augments and works alongside existing eCommerce site search alternatives
The dSide Decision Engine Benefits
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Steps1. Define dSide Decision Engine design elements (sliders and facets)
2. Assign content to design elements and identify sources for attributes and images
3. Define initial state for dSide Decision Engine
4. Determine links from website to/from dSide
5. Define metrics to be collected and determine integration with current performance measurements
6. Agree on high-level database maintenance process, roles, and responsibilities
Time Required for First ReleaseTwo to three week implementation process for an A-B test
Pricing
Implementation Steps and Time Required
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Next Steps
The dSide Decision Engine
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dSide contact info:• http://dsidetechnologies.com
• Leo Hermacinski, CEO• lhermacinski@dsidetech.com• Mobile: 617.308.5645
• Mike Kinkead, VP Sales• mkinkead@dsidetech.com • Mobile: 617.901.1784
• Brian Bolton, VP Marketing• bbolton@dsidetech.com • Mobile: 617.818.8594
• Nancy Muckle, VP Business Development• nmuckle@dsidetech.com • Mobile: 781.258.9050
dSide Contact Information
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Filter <5%
Keywords
Site NavigationYour
eCommercesite
visitors
Some Questions…
…about how customers currently find a retailer’s products
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Filter <5%
Keywords
Site NavigationYour
eCommercesite
visitors
Use dSide customer preference matching here
The Solution
Let customers’ preferences surface the right products for them
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dSide ApplicationsAfter consumer electronics, automobiles is the most desired dSide application
• Question: Please tell us up to three other products or services you like to be able to search with dSide?
Source: dSide end-user survey
Other
Colleges
Apartments and homes
Books/ music/ movies
Hotels and travel
Home goods
Apparel
Appliances
Other electronics
Autos
Televisions
Cell phones
PC/ laptop/ tablets
0 5 10 15 20 25 30 35
1st choice2nd3rd