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A marketer’s dilemma: Overcoming the challenge of IT resourcing in iGaming

At Frosmo, we’ve seen how our iGaming customers battle with time management and struggle which of the many tasks should be prioritized, with the IT team usually at the forefront of any project.

The IT team is most likely involved in every project that the company runs, whether it be from GDPR, UI changes, CRM/back-end changes, etc. They work with game providers, banking, KYC, registration flow, and other important tasks that not only keep the site up and running but also compliant with ever-changing local and international laws and requirements.


The real cost of creating an in-house IT team

With the increase in big data and the emergence of AI, cryptocurrency, VR games, and eSports, the workload and strain on the IT department are only set to increase in the coming years.

It’s then no longer a surprise that when a request comes from the marketing team to update the row of the most popular games on the site or change the content of a banner, it is not put on top of the pile. With a huge work backlog, it can actually take months for the simplest changes to be implemented and by then, the campaign has already ended or no longer updated.

These irregular, ad-hoc, more tactical changes should be left in the hands of the team that works closely with them, whilst leaving the more strategic site changes to the IT team.

We’ve also come across other solutions that utilized the IT team in creating personalization platforms from the ground up. Doing an in-house personalization project may seem like a good idea at first because using your available resources looks more practical. But in the long term, the IT team would also need to build a user-interface for the marketing team to change and monitor personalization. The whole process just adds another layer of complexity to the IT team as they need not only to maintain and upgrade the personalization-related code but also the user interface to manage this. Marketing will also require changes to this UI.


Automated testing brings many benefits for iGaming companies

A good personalization solution should ideally be able to run comparison tests, such as A/B or MAB tests that bring clear business benefits such as bigger returns and reduced time. By automating the content selection, the casino manager or the marketing team can drastically reduce the time spent on manually selecting game content shown in each market. But the entire work must maintain a simplified UI if it will be run and analyzed by the marketing team, or else, it will be controlled by the IT team, who will set it aside, as mentioned previously, because it’s not their top priority.

Now isn’t it time we reduce the strain on the heroic IT guys and let them concentrate on the important tasks they were hired for in the first place?

Contact us and let us help you with your personalization journey.

Want to hear more about Frosmo’s personalization for iGaming?

Read about our great success stories and let’s get started!


About the writer: 

David NelsonDavid Nelson works at Frosmo as a Customer Success Director and has many years of experience supporting international clients in a variety of business sectors. He is enthusiastic about helping customers define their business strategies and transforming them into solutions with real-world results. Outside of work, he is a huge football fan!

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Rajala delivers fast, easy, and relevant personalized experiences with Frosmo

Rajala is a privately owned photo specialist chain founded over 100 years ago. With online and physical stores in Finland and Sweden, they sell photo equipment and accessories. Rajala’s product selection and customer base have grown steadily, enabling the company to expand its operations.

Juhani Toppari, a photo enthusiast and a former photographer, found his calling in the real camera heaven, Rajala, the biggest camera retailer in Finland. He has been working at Rajala for 20 years now, at the same time they opened the online store called Rajala Pro Shop. Currently, he works as the marketing director and the ecommerce manager.


Why personalization is important for ecommerce businesses

Being in the business for over 100 years, Rajala has pretty good knowledge of what customers want, how to serve them, and how to make them happy. The camera industry has changed significantly since smartphones came, influenced by the availability of superior camera functions on these handy gadgets. Small digital cameras lost their charm and the business has shifted towards the high-end cameras for real photo enthusiasts.

The purchasing process of cameras is never linear. The planning phase for a new camera lasts about three months on average. Camera buyers will return to the website as many times as possible to see the latest offers and check out the best deals. They also visit the physical stores to have a look and feel of the cameras they plan to purchase. Lastly, they read reviews online on different forums and other websites before making their final decision.

Great omnichannel customer experience across different channels is very important and Rajala feels strongly that the level of the customer service has to be the same both in online and offline stores. They believe that creating more relevant experiences not only reduces the manual merchandising efforts but also increases conversions and the relevance of the customers’ shopping experiences. With personalization, Rajala has been able to grow their conversions by 38%.  In this article, we explain how this was achieved.


Why Frosmo

Rajala has acknowledged from a long time ago that product recommendations are really valuable for online businesses, with their previous experiences with other companies. After several rounds of reviews from different solutions, Rajala decided Frosmo can cater to their needs more effectively through its AI-driven recommendation engine and personalization capabilities.

Offering irrelevant recommendations was Rajala’s prominent pain point. To tackle this challenge, Rajala wanted a robust personalization strategy that’s easy to start, fast to implement, and would help them remain relevant to their diverse customers. With Rajala’s wide product assortment, Frosmo ensures that relevant products and content are recommended to each website visitor.

Frosmo combines AI and machine learning with creative human input. As Juhani puts it, “There isn’t an algorithm yet that would know customer behavior the same way we do. We appreciate the automation that AI provides, but also want to tweak it ourselves to give the human touch and execute business plans in with best practice.”

Rajala is happy with Frosmo for getting the help they need as fast as possible. Juhani also appreciates the fact that Frosmo does not slow the website, has great A/B testing and recommendations capabilities backed up with exceptionally good customer service. What else could an online retailer ask for? 


Proper segmentation is key to smart product recommendations

With different buyer groups, customer segmentation according to interests and behavior is a crucial step for planning the customer journey to deliver personalized customer experiences.  

At Rajala, there are 30 different segments. Among the popular ones are:

  • Segments related to products
  • Different levels of segments based on brands
  • Segments identifying people engaging with different marketing campaigns.

Recommending the right product at the right time of the buyer journey is key to a successful ecommerce business. Rajala has a lot of different products and brands so personalized recommendations make it easier for customers to navigate throughout the different product pages and make the experience much smoother.

Rajala canon recommendations


Ecommerce businesses find it challenging for buyers to add more items in the shopping cart as they usually would in physical stores. In physical stores, buyers rely heavily on the recommendations and feedback from competent salesmen. In online stores, Rajala replicates this customer experience through AI-driven personalized recommendations. They use automated product recommendations and banners to promote campaigns. Through smart recommendations, potential online buyers can see the products and accessories that would benefit them the most according to their profiles. 

There are customers who are interested in cheaper camera models hence showing expensive accessories during checkout can only distract their final purchase decision. It’s all about knowing the situation your buyers are in and their motives to get the purchase done as smoothly as possible. 

Here are some of Rajals’s recommendations strategies:

  1. Recommending products that are most viewed or purchased by a visitor segment or the most viewed or purchased items in a product category
  2. Last week’s or last month’s popular and trending items, or newly added products
  3. Products related to recent purchases 

It’s very important to show the right accessories to the returning customers, who have, for example, bought a camera already. Exceptional customer service extends to recommending accessories that the buyer would benefit the most. Personalized recommendations on the front page make the revisiting buyer feel more welcomed thus leading to a smoother buying process.


KPIs and benefits of personalization

KPI’s = Grow the average order values, increase revenues, and enhance loyalty

Effective personalization and smart recommendations are strategies to achieve the goals of an ecommerce business. The whole front page of Rajala is personalized by Frosmo. It shows the generic page for the first-time visitors but customized according to interests and behavior for returning visitors.

“We see personalization as the only way to reach ecommerce KPIs. Personalization makes the navigation easier for the visitor to find what they are looking for as friction-free as possible”, Juhani says. “Recommendations help the buyer to select the best products and accessories and have a direct link to the bigger average order value. Customers are satisfied with the bundles they buy and keep coming back for more accessories”, he adds.


Testing for better customer experience

With A/B testing, Rajala makes sure that the customer experience reflects customer expectations. At the same time, it gives the marketing team the information they need for data-driven decisions.

Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product. They have not only the option to add them in the cart but they can also see the amount automatically calculated as they hover over the ‘add to cart’ option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala is also experimenting with the place of product filtering. Juhani notes, “We have a gut feeling of what would be the best place for the product filtering bar but we let the data guide us to the right placement so it’s a data-driven decision and not just a hunch. The Frosmo Platform makes it easier for us to do testing and implement these changes directly on the website”.


Personalization takes time and resources

Frosmo recommendations can start showing good results immediately, but it shouldn’t just end there. To really get the best out of the personalization software, you need to allocate time and resources to effectively plan the strategies and constantly test and optimize the customer experiences. 

Frosmo has helped Rajala in building new strategies and ideas on how to finetune the personalization, ie. creating different segments to serve their different buyers better. 

Download the case study.

Rajala case study



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Is your marketing automation delivering great customer experiences?

The majority of purchase decisions nowadays are based on customer experiences (CX), not on prices. CX should be on top of every marketer’s agenda so it’s good to see that the importance of CX is finally getting noticed. In the Annual Digital Trends Report by Econsultancy and Adobe, marketers identified ‘optimizing the customer experience’ as the most exciting business opportunity in 2018.

Planning great customer experiences needs a holistic approach with personalized dynamic content to the entire customer journey. Do the tools we use now help us achieve great customer experiences? 

We’ve learned how to use marketing automation tools effectively to design customer journeys with engaging content up to the campaign landing page. If the conversion doesn’t happen at that point, we tend to rely on retargeting advertising to bring the customers back to the campaign site. But to truly transform customer interactions into customized experiences, website personalization is required, and this goes beyond marketing automation. 

In the real world, the customer journey doesn’t end on the campaign landing page but marks the start of the purchasing process. This is where website personalization comes in it helps the customer complete the desired task as efficiently as possible.


Personalization connects the dots for great CX

The exploring and evaluation phases of the customer journey start from the landing pages and this whole process is never linear. In practice, it means going back and forth different pages, exploring the content, and finally, building the confidence of making the right purchase decision. 

How we acknowledge revisiting customers and deliver more information about the products they’ve previously looked at is key to building up their confidence and making their customer journey as friction-free as possible. When effectively done, personalization helps customers progress through the customer journey better and easier. It connects the dots between marketing automation and the purchasing funnel on the website by creating personalized end-to-end customer journeys, thus enabling great customer experiences. 

Although marketing automation enables marketers to make the cross-channel experience a seamless journey for their customers, it shouldn’t stop there. To take marketing automation one step further, marketers should use website personalization to customize and optimize customer experiences. With website personalization and marketing automation, you can make customer experiences even more granular and focused. When combined, it is easier to deliver a full-lifecycle and create a cohesive customer experience across every channel. 

Marketing automation-website personalization


The benefits?

Personalization helps the brand to deliver more emotionally relevant content throughout the customer journey on an individual level. It’s easier to enhance customer satisfaction and drive impact to the bottom line when customer needs are anticipated. Loyalty is among many things that great customer experiences can help achieve. With loyalty comes another good thing, customers tell their amazing experiences to other people which then opens up to opportunities of gaining more customers. Read more about the benefits of personalization.


Interested to learn more?

If you’re interested to learn more about how personalization can help you achieve your customer experience goals, watch this 30-minute webinar with Weld. We’ll discuss the importance of creating meaningful customer journeys that also bring business results. We strongly believe that website personalization with scalable content creation is key to putting customer experience at the center of your digital service.

Webinar: Personalization with scalable content creation

About the writer:

Tanja Säde is the Chief of Marketing at Frosmo. With 20 years of experience in technology marketing, she is always curious about the latest technologies and marketing trends. She is enthusiastic about creating superior digital customer experiences through data, personalization, and AI. Outside of work, she is a yoga addict.

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Is your marketing automation delivering the WOW effect?

marketing automation delivers wow effect

There’s a lot bubbling under in the MarTech space at the moment. I was in the MarTech Nordic 2019 event yesterday listening to inspiring marketing leaders from the most innovative companies in the world talking about what’s hot in marketing, Airbnb and Über to mention a couple. 

You’d probably think that in such an event, they’d talk about all the cool technologies they use to master the markets. But no, quite the contrary. We were reminded that technology doesn’t solely solve the core marketing problems of creating unforgettable experiences. Speakers also emphasized the importance of humanization in technology and that storytelling gives the customer or user a voice to tell their stories freely. 

It’s really worthwhile to think about why we fall in love with some brands and why the rest are put in the category of insignificance. What makes brands loveable? Monika Werthén, Marketing Director at Über Nordics, put it nicely, saying, “All the brands need a bit of fluff – that secret ingredient that makes people relate and love them.”

Now let’s go back to the world of MarTech. During the last couple of years, most marketers have invested in marketing automation technology in hopes of having a magic machine to get the brand message across their target groups. And yes, marketing automation has delivered – to a certain point. But something is definitely missing from the package. 

What I could hear from the marketing decision-makers I talked to during the event was a slight frustration that the marketing engines they have built have stopped delivering the results. Is it because many are using the same kind of content and tactics? Or is it because we think like engineers too much and focus on getting the engine working but at the same time forget the importance of fluff and the whole customer experience?

Many were also frustrated that the personalization you get in the marketing automation campaigns stops once the customer or website visitor lands on the website. All the intelligence that is gathered about the preferences of the customer/visitor sits in CRM or marketing automation tools and not utilized enough to continue the unique customer journey on the website. 

Personalization software complements marketing automation tools to continue the unique customer experience on the website. It gives more freedom for marketers to express the brand all throughout the journey and creates possibilities to create those small moments that make people go WOW, they know me, and appreciate my choices. 

To sum up, every visitor is different and every visit they make is different. Relentlessly seek the information to know your visitors as much possible and use the data to create personalized customer journeys on your website. Personalization software makes magic happen a bit easier than before.

About the writer:

Tanja Säde is the Chief of Marketing at Frosmo. With 20 years of experience in technology marketing, she is always curious about the latest technologies and marketing trends. She is enthusiastic about creating superior digital customer experiences through data, personalization, and AI. Outside of work, she is a yoga addict.

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