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Nov 7, 2023 | 4 minute read

Increase Conversions with the Elastic Path + Twilio Segment Integration

written by Bryan House

The way merchants handle customer data today looks completely different than five years ago. Third-party tracking cookies are all but dead, and many consumers mistrust how brands handle their information. According to Kantar’s Global Monitor, 72% of global consumers say they’re very or somewhat at risk from people or companies misusing their personal data. It’s time to establish a new era of trust, which begins with consent.

In my previous post, Why You Need a Commerce CDP, I outlined the many reasons to embrace a customer data platform. One of the biggest ones is the use of consented first-party data to drive better, more personalized experiences for buyers. This is not just great for buyers, but gives companies ownership over their own customer data. For example, Birkenstock leans on its D2C channel as the main lever for growth, which offers customers a better experience and a wider range of products than their wholesale channels. Wholesale channels essentially serve as marketing for D2C.

In case you’re not familiar with the technology, a CDP captures information from multiple systems to create a single view of the customer across all of your channels. That makes it easier for your marketing team to target customers with relevant campaigns, with the goals of increasing conversions or driving customer loyalty.

In a composable commerce environment, integrating CDP technology with your digital storefront is easier than you’d think. In fact, Elastic Path integrates with Twilio Segment, one of the leading CDPs, so merchants can act on the data they collect in a way that builds trust and loyalty among customers. Let’s explore that integration further, and how teams can use CX Studio no-code frontends to transform the customer experience dynamically based on past actions. Let’s explore how that integration works in more depth.

One-Click Twilio Segment Integration with Elastic Path

Using Elastic Path Composer, you can quickly find our one-click integration with Twilio Segment, which is set up by copying and pasting the Segment API key into Elastic Path. This API integration establishes all of the tracking instrumentation you need to change the frontend customer experience dynamically. Consented first party customer data flows between Segment and Elastic Path upon connection. You can do the same with CX Studio, turning on dataflow from your frontend into Twilio Segment simply by adding your API keys within CX Studio.

From there, it’s easy to build personalized frontend experiences based on a customer’s past interactions with your brand. Twilio Segment tracks user interactions like page visits, add to cart events, checkout steps, and more so you can fully understand a customer’s behavior. From there, you can effectively segment customers into cohorts based on their preferences or the next actions they’re likely to take.

Ready to see how easy it is to use a CDP like Twilio Segment with Elastic Path?

Taking Action on First-Party Data

Acting on consented first-party data isn’t just good for the brand, it’s good for the customer, too. For example, you could use Twilio Segment to create a number of different customer cohorts, and personalize your frontend at scale by setting simple rules in CX Studio’s no-code visual editor. The goal is to create a more compelling user experience based on specific audience traits, and ultimately drive more conversions. People want information that’s uniquely relevant to them — and presenting that information effectively can accelerate your buyer’s journey.

A few examples could include:

  • Showing products on a shoppable landing page that a specific user is most likely to buy next
  • Presenting winback offers for customers that exhibit churn-likely behavior
  • Leading with offers for discount shoppers
  • Personalizing a loyal user’s homepage experience
  • And more.

It’s important to add that CDP data can be used across channels. Buyers might interact with an email or social ad, go to a pop-up shop or experiential shopping activation, visit a brick-and-mortar store, shop D2C, and more. Customers opt into more relevant interactions if there’s something compelling in it for them — think unique discounts, exclusive product drops, and more. Whether the buyer is shopping online or in-person, those sort of “velvet rope” opportunities or targeted campaigns can now happen consistently, using data from a CDP like Segment.

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