Personalization

Personalized content, whether browsing a retailer’s website, reading an email, using a mobile app, etc., is proven to drive increases in conversion. Leveraging the data you have about a customer to serve them relevant, personalized content and offers is expected in today’s world of big data. Those brands that aren’t using personalization are falling behind.…

The relationship between brand and customer has evolved quickly over the last several years as consumers become more empowered. They know marketers have access to a wealth of personal information, making generalized content less appealing and almost unacceptable. As an early proponent of data-driven marketing, I often asked the question, “If we know so much…

Sephora maximizes its mobile commerce possibilities with more relevant and personal content in a recent update to its iPhone application, which introduces a beauty match search feature into its Beauty Board. The beauty retailer’s latest app refresh launches new features such as an in-store scanner and a new search capability in its Beauty Board to…

When shoppers browse your website, do first-time visitors favoring a product category get served the same recommendations as repeat buyers? Do “millennial technophiles” get the same experience as “adventurous empty nesters” or “fashion-forward moms”? Retailers are increasingly answering “no” to these questions — and driving deeper customer engagement and more leads as a result. By…

When e-readers disrupted the publishing industry, many consumers swore they would stay loyal to the old-fashioned paper book. Technology made inroads however, and the number of people who own e-readers is still growing. Retail has followed a similar course. Online shopping has revolutionized the industry, and mobile is a key reason why. Still, people crave…

The fashion times are a-changin’. New products have an estimated failure rate of 50 percent, costing over $400 billion each year collecting dust on store shelves. With that kind of risk involved, a systematic assessment of consumer preferences should be par for the course. However, retailers are constantly struggling to determine what styles consumers are…

Over the last few years, traditional resort wear line Lilly Pulitzer has evolved into a full-fledged lifestyle brand, complete with an almost “cult like” following. Hot off of a very successful collaboration with Target, Michelle Kelly, president of Lilly Pulitzer, shared how the company has used personalization successfully across its multigenerational customer base. “Personalization is…

After reporting less-than-stellar earnings last week, retailers including J.C. Penney and Kohl's are looking to save money by crafting more personalized marketing strategies, swapping out traditional media buys for digital campaigns they hope will prove more efficient. The approach mimics that of Macy's, which has focused on personalization and local efforts since initiating My Macy's…