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.
2020 Holiday Marketing Playbook
With all that has happened this year, we expect to see a holiday season unlike any other. That said, the time to start testing and building out email and CRM strategies is now. Along with our Retail Advisor, former JustFab VP Monica Deretich, Sailthru has developed this playbook to help retailers crush Q4 and beyond.
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