3 Personalization Lessons From Lilly Pulitzer

“Personalization is at the center of our brand,” said Kelly at last week’s Monetate Summit. “We started with personalized curated fabrics and we continue with personalization throughout our brand.”

Kelly discussed how Lilly Pulitzer segments consumers into six different personas to best acquire and retain them, as well as enhance the brand's personalization efforts. However, Kelly acknowledged that creating a message that can be personalized across six different personas can be challenging.