E-commerce: Three Personalization Strategies and Requirements

3. Watch for and anticipate purchase triggers. More than just life cycle marketing, watching for purchase triggers requires an in-depth analysis of what products your customers buy following other purchases. “Whenever a purchase is made, either over the phone or on the Web, it starts a communication strategy based on certain purchase details,” noted David Manela, vice president of strategy and business development at Vivre, a multichannel merchant of luxury apparel and home furnishings. “If [customers] buy a particular brand of dress, we know they’re likely to purchase another specific product in a couple of weeks. We try to anticipate and trigger that purchase with an e-mail.”