E-commerce: Three Personalization Strategies and Requirements

Personalization then can address anything from customer geographic location to contact preference. The trick then is to get the customer to provide that segmentation data, or otherwise tease it out of them through product purchase interactions, Knights said.

2. Use the customer life cycle as a personalization tool. For David’s Bridal, a marketer of wedding dresses and accessories, the wedding time line is the most important part of the segmentation strategy, said vice president of e-commerce Carol Steinberg. Marketing messages are timed to what a bride might need or should have whether she’s six months or six weeks from her wedding date. Knowing the life cycle of your products means knowing what customers need leading up to or following a major purchase with you, she pointed out.