Sorry Deloitte: Retailers Really Can Build ‘Meaningful Personalization’ [CMSWire]
By Neil Lustig | October 11, 2016
Marketers have little consensus about what personalization means or how to achieve it.
That’s the conclusion of Deloitte’s fourth study of how digital experiences are shaping customers’ expectations and shopping behavior.
The report found shoppers are increasingly willing to share personal data, such as location and personal details, because they understand that doing so can lead to an improved online experience. It also suggests retailers have been “painfully slow” to migrate from a campaign mindset, where everything is planned around sales events, to one that truly focuses on the customer.
I couldn’t agree more.
But wait. The report also warns:
Retailers should embrace the native capabilities of their digital touchpoints and integrate with platforms where their customers are already interacting at scale rather than trying to build such platforms themselves.
More specifically, Deloitte suggests it’s a “fallacy” to believe “any single retailer, which only interacts with a customer six to eight times a year (in a mostly transactional manner), can gather enough information to provide a meaningfully personalized experience.”
This is a head-scratcher, to put it mildly.
The 4 Curbside Customers to Know in 2021
Buying online, picking up in-store and curbside pickup have been steadily growing in popularity, naturally accelerated by the events of this year. Sailthru and Liveclicker have identified four key customer personas to help you massage your messaging strategies to better engage these customers.
6 Ways Brands Can Turn Their Mobile Messages Into Triggered Messages
Triggered messages generate more than 75% of email ROI and why wouldn’t they? Direct responses to specific consumer behaviors such as adding an item...
By Mike O'Brien
Data & AI
6 Strategies for Collecting Customer Data for Early Personalization
Despite the business value it drives, Gartner predicts that 80% of marketers will abandon their personalization efforts by 2025. In many cases, poor customer...
By Mike O'Brien