E70 - Andy Sutton - How to Use a Personalisation Engine for Enhanced Omnichannel CX

Andy Sutton is the Head of Data & Personalisation at
Endeavour Drinks Group (ASX:EDV).


Endeavour Drinks is the largest liquor retailer in Australia
under the BWS, Dan Murphy's, Cellarnasters, and Langtons brands.


Andy is currently working on setting the data and personalisation
vision and strategy for Endeavour Drinks. He has over 20 years of
experience in working with data insights, campaign optimisation
and personalisation, and marketing strategy development.


Andy is passionate about communicating the importance of data
throughout the organisation so that all the teams are active in
utilising data tools for improving customer experience. He
operates on the sweet spot where data, technology and marketing
meet.


Translating business problems into analysis problems is one of
his core skills along with personalisation and optimisation using
data science.


Before Endeavour Group, Andy worked in various leadership roles
at Legal & General, Lloyds Banking Group, and Woolworths
Supermarkets.


At Woolworths Supermarkets, Andy led the delivery of a liquor
personalisation engine that delivers a significant amount of
incremental sales per year. He also led the optimisation of a
world-class personalisation engine that delivers personalised
content for 10 million rewards customers across food, liquor and
general merchandise lines.


In this episode, Andy shares all about how he has been working
and achieving with the personalisation engine and how you can
also do the same.


How Andy and his company embarked on the personalization
journey.

The story of how an email from the unimpressed CEO after
being unnecessarily down sold started all that.

The initial humble beginnings and how Andy and the team
started small to prove their success.

How personalization works for email marketing and the anatomy
of a highly personalized and successful email campaign.

What are the personalization details that make an email into
a great email?

The testing machine that Andy has to continuously try and
test out different versions and combinations for fine-tuning
everything even up to the tone used.

How Andy grew his team and has been expanding into other
areas of personalization,

The importance of personalization for the mobile phone app is
his next frontier.

How mobile apps are different in that users are always logged
in, contrary to the web when the majority of users are browsing
without logging in.

How to take personalization to the offline world.

Challenges and possibilities of personalization in offline
stores

How effective personalization can produce a wonderful
in-store experience

Advice to follow and roadblocks to be aware of while creating
a personalization engine for your business.



If you’re a senior leader who has been pondering about
personalisation and wants to utilize omnichannel personalization
tools and strategies to enhance the customer experience this is
the episode you do not want to miss out on!


BusinessAnalytics, CustomerExperience, Personalisation,
DataScience