Cosmetics are designed to look different on everyone wearing them so personalization and beauty brands go hand-in-hand. Look no further than Sephora, the undefeated champion of Sailthru’s annual Retail Personalization Index. Between predictive technology, site profiles and a solid preference manager, Sephora is a pro at product recommendations. What’s more, Sephora even curates content, allowing customers to learn about products in a personalized manner.

Men, women, runners, basketball players, sneakerheads: Adidas has many kinds of customers, all of whom get a personalized experience. Customers contribute to that, as the sportswear giant encourage them to create onsite profiles, where they can specify their individual interests and preferences. These profiles are connected to the Creators Club loyalty program, enabling Adidas to extend its A-plus website personalization to every channel.

Location, location, location. Best Buy’s digital channels and brick-and-mortar stores work together as one. Throughout North America, there are more than 1,000 Best Buy locations, each with its own store hours, Geek Squad schedule, features and inventory. When someone logs onto the website.com, the site leverages location data in order to tailor their website experience to their nearest (or preferred) Best Buy.

Since furniture shoppers aren’t necessarily frequent shoppers — the average sofa has a lifespan of seven to 10 years — mastering personalization is a must for a brand like Wayfair. Through a combination of collaborative and attribute-based filtering, and behavior- and interest-based recommendations, Wayfair shows the right products to every customer, no matter where they are in the buying cycle.