Earlier this month, our Customer Success team organized and participated in its first company hackathon, collaborating with folks across departments to whip up their most innovative ideas laddering up to the event theme: The intersection of offline, online, and audiences.
The seven participating teams brought their A-game, conducting 30-45 minutes presentations to a cross-departmental panel, sharing the problems they are addressing, mockups or live demos of the solutions they’ve built, as well as how their strategies can be tailored to different target audiences. These ideas ranged from conceptual and experimental to nearly ready-to-launch and focused on bringing tangible value to customers looking to level up how they deliver personalized experiences to their users both online and in-store.
The result of the hackathon was a number of innovative use cases, product features, and concepts, varying in complexity. And because these concepts all focused on connecting offline and online experiences, we saw some overlap in strategy or hardware needs, with a few key themes emerging, which I’ll walk through below.
The potential of QR codes
As we’ve seen the resurrection of QR codes over the last year as a result of COVID-19, it’s no surprise the adoption has resulted in more widespread use case development for implementations beyond accessing restaurant menus. And with more than half of in-store shoppers reportedly using mobile devices to research products while browsing merchandise in brick-and-mortar shops, there’s not much of a learning curve to get shoppers to use smartphones even more while shopping in-person.
Half of the hackathon pitches revolved around a QR use case, requiring in-store shoppers to scan a code either upon entering a store or while browsing items around a store. Team Hack to the Future pitched the use of QR codes on product price tags that redirects the user to the store’s mobile app, where they are then presented with a number of offers and information, such as expedited checkout, inventory numbers, access to a store site map to find an item they see on the app, and more. Team Waterfalls and Rainbows developed a concept where users scan a QR code in-store to redirect them to the mobile app, where they can then scan items on their phone, add items to their carts, view product recommendations, or even pay online. And Team En Vogue envisioned QR codes as a vehicle for catalyzing newsletter sign-ups, offering users discounts for the immediate or the future in exchange for opting in, helping the retailer identify user intent and affinity depending on when they decide to use the discount and for which products.
Mockup of Team En Vogue’s QR code + landing page prompt after scanning
Arming in-store associates with technology
While technology providers can recommend products for offline shoppers using mobile apps and more, there’s still something special about a human recommendation. In-store associates can suggest items according to a shopper’s expressed objectives, taste, and seasonality with an extra personal touch, which is why a number of teams pitched hardware that can be used by employees to facilitate the customer journey in-store while continuing to link these interactions to users’ digital profiles.
Team No Problem Factory pitched a tablet app that store associates use to help customers find alternative products in-store if an item they came looking for is out of stock, unavailable in their size, or no longer suits them. The shopper simply provides the store associate with their email address, allowing them to access their user profile and tailor their in-store suggestions according to the user’s affinities, better contextualize their recommendations, and help the shopper find relevant alternatives quickly. Meanwhile, Team UnDYniable wanted to take advantage of one of the main reasons users still shop in-store: to try items on. By implementing a “Schedule a Fitting” call-to-action button on-site, businesses would be able to prepare a fitting room before a user arrives in-store. Additionally, using an app, store associates would be able to access user profiles in real-time to offer additional recommendations or suitable alternatives to appointment holders once they’ve started a fitting.
Mockup of Team UnDYniable’s fitting room sign up experience on-site
Championing customer loyalty
A couple of teams identified key issues many retailers face while attempting to attract customers and keep them coming back for the long term. The first focuses on product returns, which not only is an unpleasant (and often time-consuming) experience for the end-user, but also an operational nightmare for the business. Team Audience Influencers pitched tapping into product return data – whether a user returned an item in-store or by mail – to better segment users according to the number of returns they complete. Additionally, brands would be able to tailor online recommendations to exclude frequently returned items, prompt users to fill out a survey about a recent return to pinpoint the cause, serve frequent returners with size guide calculators on product detail pages, and more. By facilitating the product discovery process more intimately, the brand would be able to increase the likelihood of purchase satisfaction, earning them more goodwill and encouraging brand loyalty, while also decreasing the number of returns the brand processes.
Meanwhile, Team Party Parrot was more interested in encouraging users to engage with them in every environment, using emails to incentivize in-store shoppers to complete an online purchase and offline converters to take advantage of online-only offers. And for the percentage of shoppers who have completed purchases both online and in-store, email campaigns encourage newsletter sign-up boxes to keep the user up-to-date on the latest inventory additions, gain early access to online and offline sales, and browse affinity-based recommendations to keep them coming back.
Mockup of an audience segment brands could create in the Dynamic Yield platform using Team Audience Influencer’s pitch
Linking online and offline activity can leader to richer customer experiences
Even as COVID-19 has catalyzed a shift to digital, many consumers continue to shop in-store to some extent, and how they behave in-store can influence how they interact with a brand online. Every moment a user engages with a brand is an interesting moment that should be taken into consideration when delivering personalized experiences, and these seven teams proved there’s still so much more that businesses can do to capture and leverage this data to deliver the best possible experience across every channel. By having more access to data, teams can begin developing more complex and effective segmentation strategies, ensuring they connect with users on a more personal level.
Each team evangelized how linking online and offline data can empower businesses to build new personas, develop new custom audiences, and target users based on different levels of engagement, and I’m proud of our Customer Success team (and their hackathon teammates from across the organization) for bringing their A-game to conceptualize the true and vast potential of personalization. I hope you find inspiration in these concepts and that it encourages you to think bigger about omnichannel experience creation. In the meantime, we’ll be picking apart each of these concepts to bring more to our product and our customers to help them solve new challenges with innovative solutions. (And of course, a special congratulations goes to Team No Problem Factory for taking home the first-place prize!)
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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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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-166865" class="et_pb_post post-166865 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-customer-success tag-hackathon tag-offline-personalization"><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">Recapping the all-star pitches from our first-ever Customer Success hackathon</h1><h2 class="article-excerpt">During our inaugural Customer Success-led hackathon, teams spanning the globe pitched their best ideas for online-to-offline strategies for personalization success.</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/BenMalki-92.png" alt="Ben Malki" 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/benmalki/" title="Posts by Ben Malki" rel="author">Ben Malki</a></div><div class="article-author-title-text"> Director of Customer Success, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p>Earlier this month, our Customer Success team organized and participated in its first company hackathon, collaborating with folks across departments to whip up their most innovative ideas laddering up to the event theme: <strong>The intersection of offline, online, and audiences. </strong></p><p>The seven participating teams brought their A-game, conducting 30-45 minutes presentations to a cross-departmental panel, sharing the problems they are addressing, mockups or live demos of the solutions they’ve built, as well as how their strategies can be tailored to different target audiences. These ideas ranged from conceptual and experimental to nearly ready-to-launch and focused on bringing tangible value to customers looking to level up how they deliver personalized experiences to their users both online and in-store.</p><p>The result of the hackathon was a number of innovative use cases, product features, and concepts, varying in complexity. And because these concepts all focused on connecting offline and online experiences, we saw some overlap in strategy or hardware needs, with a few key themes emerging, which I’ll walk through below.</p><h2>The potential of QR codes</h2><p>As we’ve seen the resurrection of QR codes over the last year as a result of COVID-19, it’s no surprise the adoption has resulted in more widespread use case development for implementations beyond accessing restaurant menus. And with <a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/in-store-smartphone-research-statistics/">more than half</a> of in-store shoppers reportedly using mobile devices to research products while browsing merchandise in brick-and-mortar shops, there’s not much of a learning curve to get shoppers to use smartphones even more while shopping in-person.</p><p>Half of the hackathon pitches revolved around a QR use case, requiring in-store shoppers to scan a code either upon entering a store or while browsing items around a store. Team <em>Hack to the Future</em> pitched the use of QR codes on product price tags that redirects the user to the store’s mobile app, where they are then presented with a number of offers and information, such as expedited checkout, inventory numbers, access to a store site map to find an item they see on the app, and more. Team <em>Waterfalls and Rainbows</em> developed a concept where users scan a QR code in-store to redirect them to the mobile app, where they can then scan items on their phone, add items to their carts, view <a href="https://www.dynamicyield.com/lesson/product-recommendation-strategies/">product recommendations</a>, or even pay online. And Team <em>En Vogue</em> envisioned QR codes as a vehicle for catalyzing newsletter sign-ups, offering users discounts for the immediate or the future in exchange for opting in, helping the retailer identify user intent and affinity depending on when they decide to use the discount and for which products.</p><p> </p><p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-166904" src="https://www.dynamicyield.com/wp-content/uploads/2021/09/DY-CSHackathon-2021-795x320-copy-1.png" alt="" width="795" height="319" /></p><p style="text-align: center;"><em>Mockup of Team En Vogue’s QR code + landing page prompt after scanning</em></p><h2>Arming in-store associates with technology</h2><p>While technology providers can recommend products for offline shoppers using mobile apps and more, there’s still something special about a human recommendation. In-store associates can suggest items according to a shopper’s expressed objectives, taste, and seasonality with an extra personal touch, which is why a number of teams pitched hardware that can be used by employees to facilitate the customer journey in-store while continuing to link these interactions to users’ digital profiles.</p><p>Team <em>No Problem Factory</em> pitched a tablet app that store associates use to help customers find alternative products in-store if an item they came looking for is out of stock, unavailable in their size, or no longer suits them. The shopper simply provides the store associate with their email address, allowing them to access their user profile and tailor their in-store suggestions according to the user’s affinities, better contextualize their recommendations, and help the shopper find relevant alternatives quickly. Meanwhile, Team <em>UnDYniable </em>wanted to take advantage of one of the main reasons users still shop in-store: to try items on. By implementing a “Schedule a Fitting” <a href="https://www.dynamicyield.com/glossary/cta/">call-to-action</a> button on-site, businesses would be able to prepare a fitting room before a user arrives in-store. Additionally, using an app, store associates would be able to access user profiles in real-time to offer additional recommendations or suitable alternatives to appointment holders once they’ve started a fitting.</p><p><img decoding="async" class="aligncenter size-full wp-image-166898" src="https://www.dynamicyield.com/wp-content/uploads/2021/09/DY-CSHackathon-2021-795x320-store-associate-1.png" alt="cs hackathon" width="795" height="319" /></p><p style="text-align: center;"><em>Mockup of Team UnDYniable’s fitting room sign up experience on-site</em></p><h2>Championing customer loyalty </h2><p>A couple of teams identified key issues many retailers face while attempting to attract customers and keep them coming back for the long term. The first focuses on product returns, which not only is an unpleasant (and often time-consuming) experience for the end-user, but also an operational nightmare for the business. Team <em>Audience Influencers </em>pitched tapping into product return data – whether a user returned an item in-store or by mail – to better segment users according to the number of returns they complete. Additionally, brands would be able to tailor online recommendations to exclude frequently returned items, prompt users to fill out a survey about a recent return to pinpoint the cause, serve frequent returners with size guide calculators on <a href="https://www.dynamicyield.com/glossary/product-detail-page/">product detail pages</a>, and more. By facilitating the product discovery process more intimately, the brand would be able to increase the likelihood of purchase satisfaction, earning them more goodwill and encouraging brand loyalty, while also decreasing the number of returns the brand processes.</p><p>Meanwhile, Team <em>Party Parrot</em> was more interested in encouraging users to engage with them in every environment, using emails to incentivize in-store shoppers to complete an online purchase and offline converters to take advantage of online-only offers. And for the percentage of shoppers who have completed purchases both online and in-store, email campaigns encourage newsletter sign-up boxes to keep the user up-to-date on the latest inventory additions, gain early access to online and offline sales, and browse affinity-based recommendations to keep them coming back.</p><p><img decoding="async" class="aligncenter size-full wp-image-166890" src="https://www.dynamicyield.com/wp-content/uploads/2021/09/DY-CSHackathon-2021-795x320-returners.png" alt="" width="795" height="319" /></p><p style="text-align: center;"><em>Mockup of an audience segment brands could create in the Dynamic Yield platform using Team Audience Influencer’s pitch</em></p><h2>Linking online and offline activity can leader to richer customer experiences</h2><p>Even as COVID-19 has catalyzed a shift to digital, many consumers continue to shop in-store to some extent, and how they behave in-store can influence how they interact with a brand online. Every moment a user engages with a brand is an interesting moment that should be taken into consideration when delivering personalized experiences, and these seven teams proved there’s still so much more that businesses can do to capture and leverage this data to deliver the best possible experience across every channel. By having more access to data, teams can begin developing more complex and effective <a href="https://www.dynamicyield.com/segmentation/">segmentation</a> strategies, ensuring they connect with users on a more personal level.</p><p>Each team evangelized how linking online and offline data can empower businesses to build new personas, develop new custom audiences, and target users based on different levels of engagement, and I’m proud of our Customer Success team (and their hackathon teammates from across the organization) for bringing their A-game to conceptualize the true and vast potential of personalization. I hope you find inspiration in these concepts and that it encourages you to think bigger about omnichannel experience creation. In the meantime, we’ll be picking apart each of these concepts to bring more to our product and our customers to help them solve new challenges with innovative solutions. (And of course, a special congratulations goes to Team <em>No Problem Factory</em> for taking home the first-place prize!)</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 class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/customer-success/" rel="tag">Customer Success</a><a href="https://www.dynamicyield.com/blog/tag/hackathon/" rel="tag">Hackathon</a><a href="https://www.dynamicyield.com/blog/tag/offline-personalization/" rel="tag">Offline Personalization</a></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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id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"4a0670c385","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);
if(dy_search_params.has('utm_source')) {
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;
}
if(typeof(form_key) === 'string') {
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) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// 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>