The Phone House to bring in-store experience online with IQNOMY
Rowena de Jonge, June 23 2011, 35 reactions
As mentioned in earlier blog posts, we have a lot of activity going on behind the IQNOMY scenes. One of the many great companies that are ready for the next phase of Liquid Internet, is The Phone House. During the next few years, this telecom retailer, being part of a European retail chain with over 2.300 stores in Belgium, Germany, France, Ireland, Portugal, Spain, the United Kingdom, Sweden and The Netherlands, aims to firmly enforce the service level online.
A few weeks ago, The Phone House was introduced to IQNOMY via Jelle de Haan, a student who successfully completed his final internship at The Phone House Netherlands. Originally, Jelle’s main subject was behavioral targeting, but soon he found out that the Liquid Internet concept goes far beyond targeting on target groups. “The Phone House wants to stop shooting in the dark and bring the personal in-store experience to the internet,” explains Mark Bosch, Manager Online at The Phone House. In his report, Jelle gave some recommendations in the field of engagement, in which Liquid Internet plays an important part. The Phone House has embraced Jelle’s advice and is now taking some Liquid Internet action.
During the first Liquid Internet project, which consisted of a continuous A/B test with a banner carrousel, the targeted click rate turned out to be almost five times higher than a random setting (8.92% vs 1.94%). For Mark, this outcome was an eye opener: “IQNOMY is a great system. Even with a daily volume rate of 20,000 online visitors, IQNOMY enables us to serve our visitors real time, personally and in a relevant way.” Bosch says that in essence, online visitors can be assisted in the same way as they are being helped in physical in-store environments: “If you see a visitor rushing at the accessories, you may suggest that this person already possesses a mobile device. Until now, it has been difficult to learn to understand these consumers online and give them personal attention. With the smart technologies of Liquid Internet that truly understand the visitors’ preferences, we can now continue with the same service online. Not only will we be able to enhance our unique service level, but also will we be able to increase our sales.”
Currently, The Phone House Netherlands and IQNOMY are working on the second project phase. In this phase, the focus lies on measuring ROI and conversion.
