Personalization Across Touchpoints
In a Q&A on the NRF Blog, Walgreens CMO Sona Chawla shared her vision that “Personalization will finally happen in a scaled way across every touchpoint.”
Her idea, which the article labels as “Personalization 2.0 (or 3.0?)”, is one that is shared among many leading retail executives and analysts. So what is the difference between “Old School” Personalization and modern Personalization (what we call 1 to 1 Personalization here at Reflektion)? Where Old School Personalization focuses on influencing website experiences based on customer segments, 1 to 1 Personalization goes several steps further by honing in at the individual level.
Forrester sums this up as “delivering the right experience to the right user at the right time and on the right device and next by delivering relevant, tailored experiences that meet individual user needs by combining historical, behavioral, and profile data with real-time situational feedback.”
Digesting this concept and knowing how it can be tangibly applied can be a challenge. But it’s something every eCommerce marketer needs to understand for a good reason. Tailoring digital shopping experiences to the individual has evolved into a proven idea that is generating significant returns for brands like Disney, Uniqlo, and Converse. Where Old School Personalization solutions can only affect revenues by 3-5% at best, 1 to 1 Personalization has proven to deliver much more significant results (think double digits).
Our guide breaks this all down for you using real world examples that illustrate the vast differences between Old School Personalization and 1 to 1 Personalization.
You can read it here: How to Maximize eCommerce Conversion with 1 to 1 Personalization