Customers expect their experiences to be seamless and relevant. The word personalization is used a lot in our industry, but it clearly means different things to different people.
Customers Want Variety And They’re on a Mission
Consumers want a quality product. Provide choices that enable them to create personalized experiences. If you can delight a customer once, they’re likely to come back.
The Past Is The Past, The Future Is Relevant
Being relevant was a common thread throughout ShopTalk. AI should be used to predict and deliver against preference. If you’re reverting to historical data to define personalization segments, you will be out of date. Using predictive segmentation lets brands and retailers stay relevant and lead the category.
The Person In Personalization Matters
We need to put the personal back into personalization. For most retailers, a majority of sales happen in store and that is the biggest opportunity to deliver personalized experiences and services. Enabling store employees and customer service teams to be key sources for shopper insight will ensure that future product development is tailored to customers’ feedback.
Avoid Personalization For The Sake Of It
Select high-value personalization cases to act on, rather than trying to integrate personalization end-to-end. There’s limited value in delivering personalized experiences if it’s done without a clear goal to prove success in a controlled environment. We often get distracted by shiny new tech, but it was clear at ShopTalk that finding the right tech to fit your company’s culture is most important.
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Author: Cassandra Stevens, Global Commerce Director, Zenith