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