Mapping the Consumer Genome: Ep 3

Featuring a conversation with Simon Carpio of CarParts.com on:

  • How eCommerce is evolving
  • What type of data is important to collect
  • How AI and ML are being applied to short-term user behavior
  • What is continuous intelligence and why it matters

About Simon Carpio, Vice President of Products at CarParts.com

  • Simon Carpio is the Vice President of Products at CarsParts.com. Prior to his role at CarParts.com, Simon spent time with companies such as US Auto Parts, JDH Pacific Inc., Raphael & Associates, and TRG Customer Solutions.
  • Simon attended the University of Southern California where he received a B.S. in Business Administration. Following this experience, Simon earned a Project Management Certification from the California Institute of Technology.

Key Insights:

(00:16) Simon’s role at AutoParts.com

  • Simon works to build not just a better shopping experience on the website, but the post-purchase experience as well: shipping, communication of WISMO, power contact center handles, customer complaints, and folding that back into an end-to-end experience for the customer.

(01:22) How is eCommerce evolving?

  • For Simon, the ultimate goal is to continue to improve the capabilities of the online shopping experience by creating a more personalized experience that will meet the exact needs of the consumer at that specific time.

(02:52) What type of data is important to collect?

  • In Simon’s professional experience with CarParts.com, he has been able to identify two consumer segments to distinguish data: DIY (the Do It Your Self-ers) and the DIFM market (Do It For Me).
  • For Simon, working to architect the site to respond to real time signals will be crucial to collecting data that can understand the consumer’s needs.

(06:54) How is AI and ML being applied to short-term user behavior?

  • Simon predicts that ML will scale in a similar fashion to marketing campaigns, but will target a numerous amount of specific consumer needs. This will make for a more efficient process that can adjust to changing circumstances. 

(07:43) What is continuous intelligence?

  • For Simon, continuous intelligence is an additional layer to the customer data platform (CDP) that continues to adapt to the actions of customers. 
  • Debjani adds that each customer represents a stream of continuous intelligence which requires the brand to react with a specific technological stack in place.

(08:46) What technologies do you plan on implementing in the near future?

  • Simon addresses the need to continue to implement and develop machine learning to aid in the personalization experience. 
  • Additionally, Simon anticipates the possibility of feedback loops where customers can communicate directly with an agent or the website to address concerns they may have about a product or the status of their order.

(10:21) What are the keys to success over the next few years?

  • Moving forward for Simon, it will be important to identify a user as a DIY’er or DIFM’er, and proceed to create either a frictionless or guided experience based on customer needs. After this is met, having the post-purchase experience be reflected back within the site will be crucial.
  • Simon also acknowledges the importance of including segments such as geographical distribution and seasonal products to account for varying consumer needs.

“When I think about the shopping experience online, I think we’re moving more and more towards relevance. The ultimate goal is to be that exact need for the customer, at that point in their shopping journey.”

– Simon Carpio, Vice President of Product at CarParts.com

You might also be interested in

Sarah Stalnecker of New Balance: How to Deliver on Consumer Expectations Using Data
Sarah Stalnecker of New Balance Athletics shares her thoughts with Debjani Deb, CEO of ZineOne, on how to…
Read More
Nikhil Kolekar of Viasat: How AI & ML Are Being Used to Influence the Customer Journey Today
Nikhil Kolekar of Viasat and Manish Malhotra of ZineOne on how AI & ML are being used to…
Read More
Dmitry Pavlov, Formerly of Walmart: The Next Challenge in the Area of Personalization
Dmitry Pavlov, formerly of Walmart and Debjani Deb of ZineOne talk about the next challenge in the area…
Read More

Request a Demo

We look forward to getting to know your business!

Thank You for submitting the form