When You Hear the Word Personalization at IRCE

Today marks the official kickoff of IRCE. And we’re looking forward to seeing you at booth 1543.

Sessions will be focused on everything from cross-device marketing, what to look for in web analytics, and how smaller retailers can compete with bigger players. And of course, as has been the case at these events for years, Personalization will also be the subject of much conversation.

It’s important to understand that while the word “Personalization” has been thrown around these conferences for a long time, the actuality of 1 to 1 – the ability to engage with digital shoppers at the individual level – is really only now arriving to the marketplace.

As you’re attending IRCE and hearing people drop the word “Personalization”, there are some key points which can help you separate the wheat from the chaff. Consider it a litmus test for determining if someone is touting “Personalization Light”, which might help move conversion rates by 1-3%, or true, 1 to 1 Personalization, which has proven to affect eCommerce growth in the double digits.

Real Personalization starts with a complete experience, not just a widget on a page. Leveraging intelligent product recommendations, consistent experiences across devices, sending emails which are targeted to the individual recipient as opposed to batch and blast, and even making site search personalized, are all criteria for a singular Personalization approach.

Here are some key characteristics to look for, which help define real Personalization:

  • Based on individuals, not segments
  • Focused on shoppers, not just customers
  • Respond to shoppers in session/real time

To maximize results, you should arm yourself with an intelligent criteria that reflects a positive and intelligent experience for your customers.

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Stafford McKay

Stafford is the former Director of Content at Reflektion. He’s passionate about eCommerce Marketing, Technology, and Lake Michigan. When he’s not writing content, he can be found out on the water in the 1938 Chris Craft he shares with his family.