And then within each of those choices: How do I show them to you so that you’re most interested? Should I show you rational language or emotional language? Should I show you a picture? Should it be right down at the add-to-cart point or should it be more promotional? It’s the “how” as much as the “what.”
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For example, should you show a customer used every other time, or try to promote something like buy now, pay later that is going to give you a revenue lift? If this person has seen the co-branded credit card three times and not responded, maybe we should remove it for a while and focus on promoting something else - the loyalty program or the app download or the insurance. There are some really tough decisions that need to be made in that moment for each customer that require balancing relevancy, experience and revenue. “As much as the AI and the machine learning is amazing, you have to deliver something that feels human to be successful.”Įlizabeth Buchanan, CCO and member of the foundation team at RoktĮlizabeth Buchanan: We have been very laser focused on what we’ve coined the ‘transaction moment’ - the cart review, the cart and the confirmation pages - and helping ecommerce businesses unlock any message in that experience that could be improved and made more relevant, things like the upsells, cross-sells and payment options. “ Looking to find the human response in things has always been my passion in technology - remembering that these are people, not data points,” said Buchanan, who’s had a long career in digital and marketing tech, including as one of the first employees at Yahoo in APAC. Now present in 19 global markets, Rokt employs AI and machine-learning to help retailers create more relevant (and profitable) transaction experiences. We like it, even if it is a bit of a challenge sometimes.”įounded in Australia in 2012, the company is part of a growing swath of innovative tech providers emerging from Down Under, counting among its Aussie peers Atlassian, Canva, Afterpay and Marketplacer, to name just a few. “We call our team ‘rokt’stars’ and in all our offices the meeting rooms are named after music artists. “Our very earliest formation of the business was a rock music business called Rocklive, and we wanted to carry some of that energy through into the future of Rokt even though we became a very different entity,” said Elizabeth Buchanan, the company’s Chief Commercial Officer in an interview with Retail TouchPoints.
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There’s just one sticking point - people don’t know how to pronounce its name (for the record, it’s “rocked” not “rocket”).
Rokt includes a sound button on its website to help visitors pronounce its name - “rocked” not “rocket.”
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