Ben Parr of Octane AI, a real-time marketing platform, helps merchants connect, convert, and retain customers by personalizing the customer journey and giving customers the confidence to purchase

Ben Parr of Octane AI - Podcast Transcript

Scott:	Hey, it’s Scott Orn at Kruze Consulting, and welcome to another episode of Founders and Friends. And before we start the podcast, let’s give a quick shout out to Rippling. Rippling is the new, cool payroll tool that we see a lot of startups using. Rippling is great for your traditional HR and payroll, they integrate very nicely. But guess what? They did another thing. They integrate into your IT infrastructure. They make it really easy for when you hire someone to spin up all the web services in their computer, which sounds kind of like not a huge deal but actually we did this study at Kruze, we spent $420 on average just getting a new employee’s computer up and running and their web service up and running. It’s actually a really big deal, saves a lot of money. And the dogs are eating the dog food, we see a lot of startups coming in to Kruze now using Rippling. So please check out Rippling, great service, we love it. I think we have a podcast with Parker Conrad, you can hear it from his own words, but we’re seeing them take market share, so shout out to Rippling. And now to another awesome podcast at Kruze Consulting’s Founders and Friends. Thanks.
Singer:	So, when your troubles a mountain in tax or accounting you go to Kruze Founders and Friends. It’s Kruze Consulting Founders and Friends with your host, Scotty Orn.
Scott:	Welcome to Founders and Friends Podcast with Scott Orn at Kruze Consulting. And today my very special guest is Ben Parr of Octane AI, welcome Ben.
Ben:	Thanks for having me, hello Scott.
Scott:	It’s great to have you. This is an awesome time to do the podcast because Octane is growing super-fast and we are very privileged to be able to see those financial numbers but I think you’ll probably share a little bit of growth with the audience. But just to start off, maybe you can retrace your career a little bit and tell everyone how you had the idea for Octane.
Ben:	Yeah, so I’ll start with how we originally started, it’s definitely different than where we are now. We’ve definitely evolved and become something, I feel like, much bigger than what we started. But we started the company, my co-founders Matt, Leif and I, in 2016 and I used to be the editor of Mashable and my co-founder was head of product at Ustream and was YC alum and our co-founder Leif founded Omegle and is a technical genius. And originally, and again this is originally, it was, okay, brands connect with customers utilizing email, they’re super successful with it, it’s a really important channel. 30, 40, 50% of their revenue comes from it, but email is not the number one use of time on a smart phone, it’s messaging, so if they had the same kinds of tools they use for email, for like Klaviyo and Branto and Marketo, but they brought that over to messaging it would be better for the customer, it’d make a lot of sense for the business. So, we started building that with Octane AI. We launched our version which was for Facebook Messenger, it’s been backed by General Catalyst and they’ve invested in every round since. But we had all these interesting lessons along the way, which there’s actually a Forbes article where you can really dive deep into some of the times where we nearly died. But we really realized it was eCommerce where our customers were doing really well and drove real sales with our product. And so, we made a big bet in 2018 on Shopify, I think before it was super obvious that Shopify is the place to be. And we really started building our business in Shopify and in eCommerce in general. And then at the end of last year in 2019, which seems like 10 years ago, we started making some interesting observations that kind of set up the company today, which today we are the personalization and buyer profile platform for eCommerce. And the thing we learned is that our customers used our products, especially our messenger product, not to do this like here’s a blast for a discount, but they used it to learn about their customers to recommend products in the form of, like a quiz is a simple way or an onboarding experience like a fit finder of size finer. What are you looking for? What kind of bundle are you looking for? What kind of skin routine do you need? Because in retail you have a concierge or an association who learns about you and learns about your preferences and recommends products, and it’s a huge part of the retail experience. But it’s never really been brought over to eCommerce in any meaningful way. And so, what we built was the shop quiz which we launched in June and it allows you to learn about the customers and recommend products. It is part of the website itself, it looks and feels like the website. We have hundreds of stores now using it to recommend bundles, recommend skin care routines, recipes, basically creating their version of an onboarding experience. And now that they’re doing this, the conversion rates are going through the roof because for an eCommerce brand, typically, they are having a conversion rate of under 2% on average because when you drop people on to a site in eCommerce it’s like going through a warehouse. There’s all this stuff and I’m like, “I don’t know what to do or look at.”
Scott:	That’s a great analogy. You’re totally right. I was shopping for pillow covers last night for my little office couch and you’re exactly right, it was like walking through a warehouse. There was no direction, it was really hard for me to use search and figure out what I wanted to find and all that kind of stuff, it’s difficult.
Ben:	Yeah. And that’s where the conversion rate really dropped. Just imagine, if you could increase the conversion rate of your store by one point, by one percentage point, you would nearly double the revenue of your business. So, the shop quiz fills in this giant hole of, “I don’t know what to do”, or, “I don’t know what I’m looking for”, which is most customers. And so, what found and we have case studies over and over now, stores that are using the shop quiz, their conversion rate isn’t 1%, 2%, 3%, it’s 7 to 15%. It’s giant multiples. We have customers where 40% of their revenue comes from us. We have one customer, Doe Lashes, where they collect three times as many emails and opt-ins through their quiz than they didn’t with any of their pop-ups and their other opt-in stuff before us. We have a customer where they increased their overall AOV, their average order value, by 28%, Beauty Bio, there’s a whole case study around it because they were able to recommend a better bundle set to their customers. It just makes and prints money for the store but it’s also one of those products that’s actually better for the end customer because they need help with what they’re looking for and you’re providing guidance and you’re really helping them. And that’s so huge, whether or not you have a thousand products or two or three products, you have a mattress company, where that’s like three models, but it’s hard to decide between three models a lot of times. [inaudible] this is actually the right one based on you want firm or soft, you have this budget range, whatever it might be. Then there’s a second half to it quick, which is I’ve now learned as a store all this information about my customer. Literally who they are, what they’re looking for, their preferences, maybe even their age or skin type or allergies. Now with the entire Octane AI suite you can personalize the rest of their customer journey and make it much more personal and targeting. So, we power Facebook Messenger, we power SMS, so instead of doing a blast you can send it much more targeted based on, “Okay, I know they’re 18 in the oily skin care group I should send them a precise message or series based on that data.” And then you can connect it to something like your email platform so you can send the same kind of things over email. So, we’re trying to build this more personalized, more human shopping experience for all these eCommerce brands for their customers. And it’s one of those products where I think it’s a win for everyone. Much higher sales for the store, but also now they’re future proofing themselves, learning more about the customer so they can do more personalization which is where it’s all going, and it’s better for the customer.
Scott:	It’s obviously better for your customer which is the eCommerce store to have much higher conversation rates and things like that, but I love how you’re helping them build a long-term asset which is the customer information and likes and dislikes and what the customers are looking for at different times and things like that. Because you’re right, that personalization aspect is, I know that it must makes things so much easier and you’re way more likely to buy that extra item, or if you just see things that you like you’re guying to stay on it. I know I watch my wife shop and like Restoration Hardware, some of the places that she really like to shop, it’s almost like she’s browsing the store once a week like she would in the old school retail days of just dropping in to the local high-end furniture store. So, I don’t know, you’re giving them a lot of data and every time that experience is good, even if they don’t buy something, it’s reinforcing that relationship and strengthening that relationship which is really, really valuable.
Ben:	Again, it’s bringing an element that works really well in retail. You have to remember that a lot of the people are shopping in eCommerce for the very first time ever this year because of the pandemic.
Scott:	Oh, I never thought about that you’re right.
Ben:	They’re used to this retail piece, this concierge, this associate. And then they go on an eCommerce site and they’re just like, “What am I supposed to do?” So, this is fixing that problem for all these new people coming in, actually giving them that guidance that they’re looking for. And I think long term there’s some crazy things we can do and we will do to build a more personal experience for the customer and to build better recommendations for customers and to just make it more human and more humanized.
Scott:	Yeah, I love the human aspect. I don’t know if you know this about time but my mom actually owned a high-end retail and home accessory store for 25 years in Danville. So, I can really connect, Danville’s like an upper middle-class suburb, not a super wealthy place, but not Target or Walmart kind of place. So, her customers really got to know my mom and really the whole staff and that’s really what powered that strong relationship. So, you’re right, the personalization is so key because also there’s probably some stuff you can do or are already doing where you’re showing them what bought last time and you’re showing them what compliments the stuff they’ve already bought or you’re showing them things that are similar to that because you just understand their taste.
Ben:	The first step always is just collecting the data, and you’re behind if you’re not collecting the data as a store. And if you’re not learning about your customers, and you’re told this all the time, but a lot of stores they’re like, “I don’t know what to do.” And yeah, you can collect click data but that doesn’t actually tell you that much about the customers really, honestly. This is what’s really the one, straightforward non-creepy way to learn directly what you need to know about the customer. Do they have allergies? Who are they shopping for? What’s their budget? And there’s super creative things you can do to. Like we have one customer where instead of asking age they ask, “Which of these was your favorite cartoon as a kid?” And it’d be like Sailor Moon or Teen Titans Go, which helps you learn exactly the age range and group without having to specifically ask it. And there’s super creative things people are doing, there’s this store Rooted, heyrooted.com.
Scott:	That’s really smart, I love that [inaudible], that’s really good.
Ben:	And like heyrooted they have beautiful gifs throughout their quiz, they’re plants, and they’re asked about how much you travel, what kind of lighting you have. Because I have no clue what plants to buy, I just know I want plants. And so, I go through the quiz and I know exactly what plants to buy. But I am very certain, in addition to increasing the revenue by a lot, we have sent them a bunch of new customers just because we use it as one of our examples, and people just bought plants as a result. And I know that’s how I’m going to go buy a ton of plants because I’m just like, “I don’s know what plant I want, you tell me.”
Scott:	Yeah, you tell me. And that is the old school retail experience that we all used to get and we haven’t had it. It seems like there’s some other non-Shopify eCommerce retailers that are doing really well like Stitch Fix and folks like that, they use the shop quiz type of thing. So aren’t you, part of what Octane’s doing is bringing some of the big functionality that some of the giant eCommerce vendors are bringing and bringing it to the Shopify community?
Ben:	There’s a couple interesting things there. So, one, yeah, [inaudible] and Stitch Fix do it, and I’ve had conversations with people who’ve been at Stitch Fix, they had to custom build all the stuff. Millions of dollars to really build it properly, but even then, even for a super large brand, the ability to consistently update it to take action on the data, add integrations with everyone you use, that’s something that constantly needs to be done and now it’s frankly just done better as a SAS product versus, “I’m going hire and spend millions of dollars on my own team for that.” And this kind of technology of super personalization and recommendation and learning about the customer is something that Amazon and Netflix and others, it’s there bread and butter, it’s why they are multi-billion dollar companies. But that technology should be available to literally every other store and we’re making it so that technology is available to every other store. Even in the early days, the results have been incredible. I’ve been honestly shocked by how well the shop quiz has done in terms of driving real value for our customers.
Scott:	Is there opportunity, and maybe some of your customers don’t want to do this, so correct me if I’m wrong, but is there an opportunity for Octane to see, “Hey, I know this person shopped over at one store and they like certain things” and that can actually influence some of the shop quiz questions or some of the type of demographic stuff you ask across at another store that’s also using Octane?
Ben:	Yes, the buyer profile across things. Interesting idea, I will leave it at that for the moment.
Scott:	The wheels are turning over there. Something tells me he’s thought about it before.
Ben:	[crosstalk]
Scott:	Yeah, I know. That’s really cool. Let’s talk about the Shopify bet for a second. I remember talking to you when you were making those decisions and you’re right, Shopify was not, I don’t even know what the market gap is today it’s like a hundred billion dollars or something crazy. But it was probably like a two-billion-dollar market gap back then or a three-billion-dollar market gap, how did you zero in on Shopify and how’d you make that the bet?
Ben:	So, I have to give all the credit to my co-founder Matt and our CEO. And it was we had a product that worked with everyone, we worked with musicians, that’s how we launched the company, we worked with politicians, we worked with media companies, we worked with eCommerce brand, and it just became super clear that you couldn’t build a road map for all of them. They all wanted very different things, very different integrations, it didn’t work. And so, we’re just like, “What are we going to do?” And Matt really did deep dive in the research and looked at our customer base. We had a couple customers like cover facts who were doing really well with our product and like what are they doing? They are doing quizzes, they’re sending out messages and campaigns, and looked at what was happening in the space and it’s like this is where the opportunity is. And I feel like there’s a couple key decisions we’ve made that have changed the trajectory of the company. I think two biggest, for sure though, are that on Shopify and betting the company on the Shopify ecosystem. And there’s a whole thing in Forbes and we almost never had the chance to do it because of Cambridge Analytica and nearly died but we were able to survive and build the company. And then the shop quiz, which I think may have been the bigger bet, which since we implemented our revenue has multiplied and the revenue of our customers has multiplied. And we’ve had this vision for a long time but it’s really the first piece of the realization of our vision.
Scott:	Yeah, that’s really exciting. And we’ll talk about the shop quiz in the second, but one thing that I think people who are listening to the podcast can probably learn from you, I give you a ton of credit, I know your co-founders did this too but just you and I talk all the time, literally every time I talk to you for probably 18 months you were at a Shopify conference of some sort or on a bus to a Shopify conference or at a cocktail hour from a Shopify speaking engagement or something. You were just all in on Shopify. Like once you made that decision, you didn’t dilly dally around and you went full on business development, full on [inaudible] that ecosystem, and I give you a lot of credit for that because you could have slow rolled it or not fully committed, but you probably wouldn’t have ended up where you are today.
Ben:	I don’t know how to slow roll something, that is not in my DNA. But it’s also easy because it’s so many amazing, smart people and interesting people. And it’s interesting because a lot of the companies, at least when we first joined, didn’t really have the Silicon Valley DNA that I think we have. Like Matt and I, lots of Silicon Valley DNA. So, there was certain things that we saw that like, “Oh, yeah if we implements some of these kinds of things, we’re going to really grow in this ecosystem.” And now we’re really growing in that ecosystem and now there’s more Silicon Valley style companies coming in and getting new funding rounds and we got new funding rounds. And there’s definitely a lot more interest from a lot more investors in the ecosystem and I think they didn’t have the same thoughts a year or two ago and it’s just very interesting to watch and see. It’s also interesting, I’ll just say now, that my role, and same as founders of companies that are growing, the role’s changing. When we started this year we had maybe 12, 13 people, we’re at 40 plus now.
Scott:	Wow, that’s amazing, good for you.
Ben:	Thank you. And now all these things, like switching over to mostly coaching the team on doing things. When there’s not a pandemic, I don’t expect to go to all the events, do all the things, because that’s not necessarily my role at that point. Although I’ll still come and it’ll still be fun. But the role, it’s interesting how much it changes and how much more time I’m spending just literally sitting and thinking and reading and educating and managing. And it’s very interested how different that is versus, “I’ve just got to get boots on the ground and be in literally every place and location and just get into every room.”
Scott:	Yeah. You’re totally right. We actually have gone through the same thing, I can totally relate to what you’re saying because every year for four years, my wife, she’s been doing this for nine years, was doing. And now this year finally we got big enough and we have a really awesome management depth, so you’re right, I can record a podcast and not be stressed out that I should be doing something else. Or like you said, coaching, teaching our team how to do things. Or, “Hey, I’ve seen that before, this is a real edge case, here’s how you got to solve that.” I actually find it super rewarding, I always love the client work, but I find helping our team accelerate their career and learn all this stuff and then work with people like you, just makes me even happier, even more self-fulfilling.
Ben:	There’s a point for every startup journey at a certain point where you’ve got to hire the right leaders and almost step away from a bunch of things. And Matt and I do a thing where it’s just like, “These are the only priories we have and if it doesn’t fall within one of these three priories it gets delegated and that’s it, no exceptions.” And that really helps us with focusing in on what are the things that we’re actually doing and are actually the things that we can do to drive the business. Because the end of the year there was one person on the marketing team, now there’s a VP and there’s like five marketing people on the team and they’re doing great work and frankly they’re better at a whole bunch of things than us. It’s like we’ll coach them but us doing things would probably be detrimental to them, they’re smarter than us on quite a few of those things.
Scott:	Yeah. You know Elie, our marketing person, I had to have the talk of, “Hey man, just because I’m asking a question doesn’t mean I actually know what I’m talking about. I really need you to tell me if I’m totally off or if I’m just barking up the wrong tree.” That was actually super freeing for our team to know that they could say, “Hey, you know what? I’m the subject matter expert here, you’re barking up the wrong tree”, that’s nice. Hey, it’s Scott Orn at Kruze Consulting and before I get back to the podcast, quick shout out to ChartHop. ChartHop is one of my favorite new SAS tools on the market. And basically what ChartHop does it it puts your org chart in the cloud. And I always like to say, it brings transparency to your organization. And so, everyone in your organization can see who they report to, they can see the full org chart of the company and how their group relates to other groups. It also has a lot of information on individuals in the company, so you can click on the ChartHop profile and just get where people live, their experience, Slack handles, all this kind of stuff. And it’s just a really great tool. The other thing is, ChartHop has started doing some cool stuff around compensation and budgeting planning, and so you can actually see what the cost structure of the company will look like during certain scenarios. So, I’m loving ChartHop, check it out, charthop.com, we use it at Kruze, I really like it, and I can’t recommend it enough. All right, back to the podcast. So, you’ve had this tremendous growth. I don’t know what kind of metrics you want to share or if you want to share any kind of metrics, but it’s been pretty stupendous this year. You guys are a SAS business so there’s also this cool thing where you guys have a really high retention so you can see where the company’s going over the next 12 months already. But do you want to give people an idea for where you’re going and how fast you’ve been growing?
Ben:	So, what I’ll say is we raised our most recent round for [inaudible] or whatever you want to call it, four and a quarter, led by BullPen, joined by FJ Labs, which works with a lot of eCommerce, and Boost VC, our first investor and general catalyst of course. And ever since then, that happened in March at the height of the pandemic when everyone’s panicking, but ever since then we’ve been on fire, especially once the quiz launched. Obviously,, the eCommerce tailwinds help too, but it’s a multiply and so I’ll leave it at, most companies who are at our stage are targeting 3x growth in the span of a year, we’re well past that on that trajectory.
Scott:	Yeah, it’s been really fun. I forgot about the round closing, what, March 30th or something like that, like right in the middle of the COVID.
Ben:	I think we got deal done officially the day the NBA closed, crazy stuff, you’re like, “Is it all good?” And to the credit of all the investors, everyone was like, “We’re sticking through this, we’re going to do this, this is great.” No changing of terms, anything like that, and I think everyone was very happy, especially now with that. I have to give credit to that, we’ve been very lucky truthfully with investors. You can get investors who aren’t very helpful or try to do too much or things like that. But I’ll specifically call Paul Martino over at BullPen who I’ve known for eight years plus and it’s just the right amount of, I don’t need to be in every day on all the things but you asked me like here’s the couple key things, these are the couple key things where I’m earning my paycheck and I’m going to go and help you, and those things have been tremendously helpful to us. And so, I feel like we got lucky on the right partners throughout time and hopefully we can keep that streak going.
Scott:	Yeah, BullPen did a really great job for you guys. And I still remember you and I texting in the lead up to that because it wasn’t obvious when COVID was first hitting that eCommerce was going to do so well, no one really knew, I mean maybe you saw that, I just didn’t see it, I wasn’t thinking that way. I was thinking more about, “Holy shit, we have all these companies we’ve got to help get funded or we’ve got to help them trim down their burn or extra money in the companies.” And I remember there was a couple days where I was nervous on your behalf, but BullPen never flinched, they never flinched. And I give them a ton of credit for that. And I really didn’t see any major VC firms flinching but I saw angels and seed stuff getting sidetracked and getting put on hold for a couple weeks, which then meant a couple months. So, there was collateral damage in the market, but shout out to BullPen, they did a really good job on that and they were there for you. And it would have been really easy to find an excuse to walk away and they didn’t and now they’re going to get rewarded in a really nice way for their conviction.
Ben:	We’ll keep on working hard. I’ll just say, it was not clear at all in March that eCommerce would be in good shape. And the reason for that is because in March it was still China based and so all the shipping from China was basically dead and so basically eCommerce was just grinding to a halt because they couldn’t get inventory. And it was already happening in February and in January and the result of that was it felt like for all these eCommerce businesses they were screwed. It was not clear at all that eCommerce would have the boon and the boom at that time in that moment. But obviously they figured out inventory, obviously buying habits changed. And it’s a permanent change, once people learn how to do eCommerce for the first time they’re going to do it for the second, third, fifth time.
Scott:	You guys were ahead of it on Shopify, you’re ahead of it on personalization and all the trends are going your way which is really, really exciting. Any lessons for the audience on that scale up from 15 to 40 people? It’s hard, that’s a lot, that’s a lot of growth.
Ben:	There’s a lot of lessons but one is, I already said it but the right investor who is really involved in the way they have a real stake, party rounds are great but there’s no one person who’s like, “I’m going to go the floor to help get this done”, or, “You’re in bad times, we got to help you get that.” We’ve been lucky that we’ve been able to have investors who in our darkest moment gave double down and gave us more money when we looked like we might be dead. And then when it comes to the scale, I think I already said one of the biggest things, which is you’ve got to transition away from the idea that you’ve got to go and do the things to you’ve got to coach people and hire people to do the things and your job is just to give guidance and maybe feedback and to learn how to be a manager and become a better manager. And there’s only a few things, I always say this all the time, there’s only four things a founder really in the long term does and should be doing. It is, make sure there’s enough money in the bank, because only a founder can fundraise. Make sure that you set the vision and you communicate it, that’s a founder thing. Recruit, which is, I think, the most important one of all those short of you’re running out of money. You recruit the best people, you spend the time recruiting the top talent, the top executives, that’s what can [inaudible] your business. And then evangelize because podcasts or big conferences or the media, they want to talk to founders. And you need to be able to go and evangelize. And those are it, if you’re doing those things and you get to that point and you’re doing nothing else, then you’re doing it right and you can spend the rest of the time learning and trying to figure out the next phase of the business and what’s going to happen next instead of trying to tinker around with some individual setting or some individual thing where somebody else was going to be better at it.
Scott:	Yeah, I totally agree. That is the list and you did all of that. You fundraised during tough times, you evangelized with Shopify, you recruited a ton of great people at the company and you’ve also made sure there was enough cash in the bank. It’s been really fun watching you guys grow and I’m excited for you, man. And let’s just finish up with the shop quiz real fast, like if I’m a Shopify eCommerce store out there and just debated whether I should try it or get going, or how do I get information? Is there a sales call? Do I look at the demos online? Do I look at some sample stores or stores that are actually using it really well? Like how should I get going?
Ben:	So, one, if you’re a store on Shopify, it doesn’t matter if you have one product or 100 or which industry, it will print money. We have across the board lots of people in industries where they’re making money. And even for a brand that has a single product, you can change the copy in the sales pitch and learn about the customer and utilize that for your sales pitch, we’ve seen that. Octaneai.com, you can either self-serve signs up, especially if you’re a smaller store. You’re a larger brand, you’re a fortune 500 brand, you’re a Shopify plus brand, you’re making a couple million a year, go request a demo, our sales team will show you everything and give you all the options. We have a team that will go and help you be super, super successful. Like our account management team, we learned that the stores that work with our account management team tend to perform 25 [inaudible] better in a bunch of ways.
Scott:	So, a little investment of time and that personalization aspect with you guys actually pays off too.
Ben:	Yeah. But especially now with the shop quiz, you can go and build it yourself in a couple days. We have done help docs, we have a detailed playbook on it too, octainai.com/playbook. And it’ll go through step by step, we have customers who have built beautiful quizzes in the span of like a day or two and they’re printing money with it.
Scott:	That’s incredible. Well, I’m really happy for you Ben and I’m happy for your co-founders and shot out to the Octane team. We didn’t even get a chance to talk about how you guys were remote from day one, which was also a huge competitive advantage and I’m sure helped power your growth, but that will be for the next one. Can you tell everyone just where to find you, how to reach out, how to reach out to Octane?
Ben:	@BenParr, B-E-N P-A-R-R on every social network. Facebook, Twitter, TikTok I guess. My DM’s are open on Twitter, so feel free. You should go follow my co-founder Matt at @mattcatbat on TikTok, he has got 800 thousand followers on TikTok. He just wanted to figure out if you could have the algorithm, this is just his genius. And then Octane AI is @octane, O-C-T-A-N-E-A-I on every social network and octaneai.com. Feel free to reach out, we’ll make sure your store will go print money and help your customers and make for a better experience.
Scott:	I love it. Thank you, sir, it’s been great being part of the ride and I’m very proud and happy for you.
Ben:	Thank you for having me. Bye everyone.
Singer:	So, when your troubles are mounting in tax or accounting you go to Kruze Founders and Friends. It’s Kruze Consulting Founders and Friends with your host, Scotty Orn.

Ben Parr of Octane AI, a real-time marketing platform, helps merchants connect, convert, and retain customers by personalizing the customer journey and giving customers the confidence to purchase

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