A few weeks ago, the Jason & Scot Show, a weekly podcast dedicated to the rapidly evolving world of eCommerce, set up at ShopTalk with Director of E-Commerce and Digital Marketing at SABON NYC, Katya Ermak.
If you aren’t familiar, SABON is a global boutique chain that offers an unparalleled range of exceptional bath and body products. With over 200 stores in 9 countries and expanding, SABON is a truly international brand, appreciated by well-known designers and a wide consumer audience worldwide.
Listen in as host, Jason “Retailgeek” Goldberg, the VP of Commerce at RazorFish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor get the on scoop on what vertically integrated brands like SABON think of Amazon, how it’s approaching omnichannel personalization, and the tools in its tech stack that are enabling growth.
Or, find some of the most exciting bits (on the topic of personalization) from the episode which we’ve highlighted for you, below.
On Enabling Experiences for Shoppers
[10:52] Jason Goldberg: One of the things that was interesting to me about being on the show, is that, if I have this right, you were one of the very early users of Dynamic Yield. Dynamic Yield is a software tool for doing personalization based on AI deep learning. Here at ShopTalk, those are the big buzz words, personalization and AI, and so I was just curious what kind of experiences you were enabling for your shoppers with Dynamic Yield? Is it just email? Is it on your site? How’s that going for you?
Katya Ermak: Sabon was a very early adopter of Dynamic Yield when they just started out. At Sabon, we love Dynamic Yield, and we pretty much do everything with them that could potentially be done. We’re utilizing their platform…. we just rolled out in August, product recommendations on our home page, on mobile, on our product pages, in the cart. We also serve banners — all of our banners on the website were served through Dynamic Yield. We do A/B testing, we use affinity… and we saw an uplift of about 30% when we just rolled them out, in conversion rate and customer satisfaction.
I think there are so many things that you can do with Dynamic Yield and strategies that you can implement. I’m constantly seeing case studies that they’re releasing or how they work with their other clients. We’re on a smaller scale of what we can do and what we can execute — there are so many things, but execution part, we’re a smaller team at Sabon, so it’s a little bit harder.
We started with the product personalization on our homepage, A/B testing and sort of personalizing it by customers who visit the website, and then Dynamic Yield recommended we switch to an affinity strategy with machine learning and recommending products that way. And we see tremendous increases in sales and conversion.
We’ve test different pages, we’ve tested forms, so like, how many different fields you can have and which one converts better. So, before we’re releasing anything on the website, experience-wise for customers, we always test. We always create three or four scenarios and we test which one performs better. Same goes for all of our banners, all the copy we do for the banners, and different calls to action, and different images, and different backgrounds. It’s opening up so many opportunities to learn who your customer is and what they like. Kind of a learning curve, it’s not a platform that you just kind of start and it’s doing the things for you. You constantly need to learn how to perform those tasks, but it’s opened up a big door in personalization and making the customer experience very personal for them.
An example of an A/B test Sabon ran during Black Friday which included a variety of different holiday offers. Read the whole case study.
Scott Wingo: I’m not a personalization expert, so maybe you guys can answer this. So does it learn, okay this particular customer loves lavender, and then it’ll show them more of that, kind of thing? I know it sounds like you got some A/B optimization testing stuff, but the personalization, does it learn what people like, and then it changes the website based on those learnings?
Katya Ermak: Right, so every single person who comes to the website, they click and we can tell what journey did they have on our website, what kind of banners did they click on, what kind of products they looked up since they looked up the exfoliating products or one of the moisturizing products, did they make a purchase, did they add to the cart, what was their cart value.
And based on that information, the next time they come back, we’re gonna serve them a different experience, which could be anything. We can recommend them a product if they were adding something to the cart but they didn’t purchase. And then they come back, maybe we show them the product with the potential deal that they can get for that. Or, if they weren’t on the product page and they added something else to the cart, we’ll show them a similar product in the cart, as well. There’s a lot of different scenarios that you can think about in how to personalize.
Scott Wingo: Get it. Is this married to Magento or a works within him?
Jason Goldberg: No no no, it’s a SaaS-based tool that you can implement in a wide variety of platforms. I think you guys are in fact running it on Magento, though. What’s cool to me, is, we’ve had personalization for a long time, where the better you get to know the customer over multiple sessions, you can start to be more relevant to that customer. That’s still really important, for most sites though, the majority of visitors are first-time visitors. So, where a lot of personalization has historically fallen down is, every customer is unknown, so they get the same generic experience and your best customers that come back over and over get this personalized experience. But, they’re a small percentage of the total traffic. So, where these tools are getting much better now, is what I’ll call in-context, in-session personalization, where they infer implicit signals from the browsing you’re doing in the single session, and start dynamically personalizing, even for those unknown, first-time visitors.
Magento is a trusted partner of Dynamic Yield.
Scott Wingo: Got it.
Katya Ermak: That’s correct. In a regular scenario, when the customer performs some sort of action, like they subscribe to our newsletter, click to the body scrub, added something to the cart, we’re gonna serve them a different experience based on already what they’re seeing.
Scott Wingo: Sounds like it’ll also work with display ads, which is cool, how about your email marketing? Can it personalize your email marketing? So, some lady likes a certain scent, you can send her — or she had something in her cart, well that’s probably easy with the cart abandonment emails, but…
Katya Ermak: Right.
Scott Wingo: Any personalization? Can you personalize the emails you send out, too?
Katya Ermak: You can put the Dynamic Yield widget inside of your email and you can serve them. So, you have your content of the email, like your promotion and content, and down at the bottom you can show products, specifically selected for that customer.
Scott Wingo: So, often that’s the first way that the tools get used. It’s easier to implement just for email than it is for the whole platform, so very often that’s the test. And the cool, new feature that these guys are all starting to roll out now, is personalization at open. So, you can imagine you send an email and you add some personalized content in there that maybe has been personalized to the weather or something you browsed for.
Katya Ermak: Based on time — so, for example, if we’re running a promotion or some sort of deal or sale, while the promotion is running, you’re gonna see a clock down. So, you open up your email and you can see a clock down that says like, “this promotion is going to end in one hour” if you open it in 30 minutes, it’s gonna say, “the promotion is going to end in the 30 minutes” and when the promotion ends, like for example, let’s say I missed that and I open the email after a week, it’s gonna show me something completely different.
Jason Goldberg: Okay, very cool.
Scott Wingo: Versus like, often you send them a personal email and it’s stale when the person opens it.
For more information about how Dynamic Yield can personalize experiences for your own customers, request a personal demo with an expert from our team.
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}</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/blog/enabling-omnichannel-personalization-for-sabon/amp/"></head><body class="post-template-default single single-post postid-32152 single-format-standard wp-featherlight-captions et_fixed_nav et_right_sidebar unknown et_includes_sidebar elementor-default default_header"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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Yield</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-32152" class="et_pb_post post-32152 post type-post status-publish format-standard has-post-thumbnail hentry category-company"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><h1 class="article-title">Sabon NYC Talks Enabling Omnichannel Personalization with Dynamic Yield</h1><h2 class="article-excerpt">The Director of eComm and Digital Marketing at SABON NYC sits in on the Jason & Scot Show during ShopTalk to discuss Amazon, omnichannel, and the tech stack.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p>A few weeks ago, the Jason & Scot Show, a weekly podcast dedicated to the rapidly evolving world of eCommerce, set up at ShopTalk with Director of E-Commerce and Digital Marketing at SABON NYC, Katya Ermak.</p><p>If you aren’t familiar, SABON is a global boutique chain that offers an unparalleled range of exceptional bath and body products. With over 200 stores in 9 countries and expanding, SABON is a truly international brand, appreciated by well-known designers and a wide consumer audience worldwide.</p><p>Listen in as host, Jason “Retailgeek” Goldberg, the VP of Commerce at RazorFish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor get the on scoop on what vertically integrated brands like SABON think of Amazon, how it’s approaching <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/">omnichannel personalization</a>, and the tools in its tech stack that are enabling growth.</p><p>Or, find some of the most exciting bits (on the topic of personalization) <a href="http://retailgeek.com/jason-scot-show-episode-127-sabon-nyc-katya-ermak/">from the episode</a> which we’ve highlighted for you, below.</p><p><iframe width="100%" height="166" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/430544619&color=%233d4ebd&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&show_teaser=true"></iframe></p><h2>On Enabling Experiences for Shoppers</h2><p><strong>[10:52] Jason Goldberg: </strong>One of the things that was interesting to me about being on the show, is that, if I have this right, you were one of the very early users of Dynamic Yield. Dynamic Yield is a software tool for doing personalization based on AI deep learning. Here at ShopTalk, those are the big buzz words, personalization and AI, and so I was just curious what kind of experiences you were enabling for your shoppers with Dynamic Yield? Is it just email? Is it on your site? How’s that going for you?<strong><br /></strong></p><p><strong>Katya Ermak: </strong>Sabon was a very early adopter of Dynamic Yield when they just started out. At Sabon, we love Dynamic Yield, and we pretty much do everything with them that could potentially be done. We’re utilizing their platform…. we just rolled out in August, <a href="https://www.dynamicyield.com/blog/product-recommendations-guide/">product recommendations</a> on our home page, on <a href="https://www.dynamicyield.com/mobile/">mobile</a>, on our product pages, in the cart. We also serve banners — all of our banners on the website were served through Dynamic Yield. We do A/B testing, we use affinity… and we saw an uplift of about 30% when we just rolled them out, in conversion rate and customer satisfaction.</p><p>I think there are so many things that you can do with Dynamic Yield and strategies that you can implement. I’m constantly seeing <a href="https://www.dynamicyield.com/case-studies/">case studies</a> that they’re releasing or how they work with their other clients. We’re on a smaller scale of what we can do and what we can execute — there are so many things, but execution part, we’re a smaller team at Sabon, so it’s a little bit harder. <strong><br /></strong></p><p>We started with the product personalization on our homepage, <a href="https://www.dynamicyield.com/ab-testing/">A/B testing</a> and sort of personalizing it by customers who visit the website, and then Dynamic Yield recommended we switch to an affinity strategy with machine learning and recommending products that way. And we see tremendous increases in sales and conversion.</p><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/0bUl9' target='_blank'>The Dynamic Yield engine is just so interesting, and it's one of those things that blows my mind. You put a small JavaScript pixel on your website and then changes happen in real time.</a></div><a href='http://ctt.ec/0bUl9' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><p> We’ve test different pages, we’ve tested forms, so like, how many different fields you can have and which one converts better. So, before we’re releasing anything on the website, experience-wise for customers, we always test. We always create three or four scenarios and we test which one performs better. Same goes for all of our banners, all the copy we do for the banners, and different calls to action, and different images, and different backgrounds. It’s opening up so many opportunities to learn who your customer is and what they like. Kind of a learning curve, it’s not a platform that you just kind of start and it’s doing the things for you. You constantly need to learn how to perform those tasks, but it’s opened up a big door in personalization and making the customer experience very personal for them.</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/SabonPress.Djpg_.jpg" alt="Sabon Personalization Use Case" width="906" height="445" class="aligncenter size-full wp-image-30846" /></p><p><em>An example of an A/B test Sabon ran during Black Friday which included a variety of different holiday offers. Read the </em><a href="https://www.dynamicyield.com/case-studies/sabon-nyc/"><em>whole case study</em></a><em>.</em></p><p><strong>Scott Wingo:</strong> I’m not a personalization expert, so maybe you guys can answer this. So does it learn, okay this particular customer loves lavender, and then it’ll show them more of that, kind of thing? I know it sounds like you got some A/B optimization testing stuff, but the personalization, does it learn what people like, and then it changes the website based on those learnings?</p><p><strong>Katya Ermak:</strong> Right, so every single person who comes to the website, they click and we can tell what journey did they have on our website, what kind of banners did they click on, what kind of products they looked up since they looked up the exfoliating products or one of the moisturizing products, did they make a purchase, did they add to the cart, what was their cart value. </p><p>And based on that information, the next time they come back, we’re gonna serve them a different experience, which could be anything. We can recommend them a product if they were adding something to the cart but they didn’t purchase. And then they come back, maybe we show them the product with the potential deal that they can get for that. Or, if they weren’t on the product page and they added something else to the cart, we’ll show them a similar product in the cart, as well. There’s a lot of different scenarios that you can think about in how to personalize.</p><p><strong>Scott Wingo:</strong> Get it. Is this married to Magento or a works within him? <strong><br /></strong></p><p><strong>Jason Goldberg: </strong>No no no, it’s a SaaS-based tool that you can implement in a wide variety of platforms. I think you guys are in fact running it on Magento, though. What’s cool to me, is, we’ve had personalization for a long time, where the better you get to know the customer over multiple sessions, you can start to be more relevant to that customer. That’s still really important, for most sites though, the majority of visitors are first-time visitors. So, where a lot of personalization has historically fallen down is, every customer is unknown, so they get the same generic experience and your best customers that come back over and over get this personalized experience. But, they’re a small percentage of the total traffic. So, where these tools are getting much better now, is what I’ll call in-context, in-session personalization, where they infer implicit signals from the browsing you’re doing in the single session, and start dynamically <a href="https://www.dynamicyield.com/blog/anonymous-visitor-tracking/">personalizing, even for those unknown, first-time visitors</a>.</p><p><em>Magento is a </em><a href="https://www.dynamicyield.com/partners/"><em>trusted partner</em></a><em> of Dynamic Yield. </em></p><p><strong>Scott Wingo:</strong> Got it.</p><p><strong>Katya Ermak:</strong> That’s correct. In a regular scenario, when the customer performs some sort of action, like they subscribe to our newsletter, click to the body scrub, added something to the cart, we’re gonna serve them a different experience based on already what they’re seeing.</p><p><strong>Scott Wingo:</strong> Sounds like it’ll also work with <a href="https://www.dynamicyield.com/advertising/">display ads</a>, which is cool, how about your email marketing? Can it <a href="https://www.dynamicyield.com/email/">personalize your email marketing</a>? So, some lady likes a certain scent, you can send her — or she had something in her cart, well that’s probably easy with the cart abandonment emails, but…</p><p><strong>Katya Ermak:</strong> Right.</p><p><strong>Scott Wingo:</strong> Any personalization? Can you personalize the emails you send out, too?</p><p><strong>Katya Ermak</strong>: You can put the Dynamic Yield widget inside of your email and you can serve them. So, you have your content of the email, like your promotion and content, and down at the bottom you can show products, specifically selected for that customer.</p><p><strong>Scott Wingo:</strong> So, often that’s the first way that the tools get used. It’s easier to implement just for email than it is for the whole platform, so very often that’s the test. And the cool, new feature that these guys are all starting to roll out now, is personalization at open. So, you can imagine you send an email and you add some personalized content in there that maybe has been <a href="https://www.dynamicyield.com/blog/weather-based-targeting/">personalized to the weather</a> or something you browsed for.</p><p><strong>Katya Ermak:</strong> Based on time — so, for example, if we’re running a promotion or some sort of deal or sale, while the promotion is running, you’re gonna see a clock down. So, you open up your email and you can see a clock down that says like, “this promotion is going to end in one hour” if you open it in 30 minutes, it’s gonna say, “the promotion is going to end in the 30 minutes” and when the promotion ends, like for example, let’s say I missed that and I open the email after a week, it’s gonna show me something completely different.</p><p><strong>Jason Goldberg: </strong>Okay, very cool.</p><p><strong>Scott Wingo:</strong> Versus like, often you send them a personal email and it’s stale when the person opens it.</p><p><em>For more information about how Dynamic Yield can personalize experiences for your own customers, </em><a href="https://www.dynamicyield.com/request-demo/"><strong><em>request a personal demo</em></strong></a><em> with an expert from our team.</em></p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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src="https://www.dynamicyield.com/wp-content/themes/Divi/js/cid-validation.js?ver=21.85" id="cid-validation"></script><script type="text/javascript" src="https://cdnjs.cloudflare.com/ajax/libs/select2/4.0.5/js/select2.min.js" id="select2-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_6ee6e48031ef5dddfe05a9f11136201f.js" id="post-checklist-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_5113be2479418a077e699b1647e0adef.js" id="post-event-cards-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772187721" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"6fbd8fdac7","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
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localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
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form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
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}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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