Press Release

Sailthru Ranks Top Retail Brands with First Annual Personalization Index

NEW YORK – September 14, 2017 — Marigold Engage by Sailthru, the leading cross-channel experience management platform for the world’s top retail and media companies, today announces the debut of its first annual Retail Personalization Index, a ranking of 100 top retail brands according to how well they personalize the customer experience. 

Sailthru created the Retail Personalization Index to quantify how leading retailers are personalizing their customer experience; to determine gaps in the approach to personalization used by top retailers; and to examine the relationship between a personalized experience, customer satisfaction, and retention to drive revenue, reduce customer churn, and optimize engagement.

“The vast majority of the top 25 brands are growing revenues year on year, reinforcing the value of a personalized digital experience for customers as a prudent business strategy,” said Neil Lustig, CEO, Marigold Engage by Sailthru. “What’s even more telling about the value of personalization is that brands in the midst of executing turnaround strategies are rapidly evolving their customer experience to once again gain traction in the market. Marigold Engage by Sailthru, thrilled to recognize these top brands for their efforts to create exemplary digital customer experiences.”

Three key takeaways for retailers from the Personalization Index include:

  • Customer experience and personalization are inseparable; a high quality customer experience is one that is personalized, and a personalized experience likely to be high quality.
  • Size and scale are not necessary to execute and produce results; retailers should focus their personalization strategy on what makes them — and their buyers — unique.
  • Even the top brands in the study failed to score over 79 out of a possible 100; to provide a better customer experience, brands should focus on strengthening their experience across all of their customer touch points, not just on one channel.

As the leader in personalization solutions across email, web, and mobile, Marigold Engage by Sailthru created the Retail Personalization Index in response to market feedback from retailers seeking a better understanding of what personalization is and which brands are taking innovative approaches. Scores were awarded on a scale of 0-100. Sephora earned highest honors on the index with a score of 79, followed by the top five brands scoring:

1. Sephora, 79

2. JustFab, 72

3. Walmart, 69

4. Net-a-Porter, 64

T – 5. Ebay, 62

T – 5. Nordstrom, 62

T- 5. REI, 62

“Personalization has been at the core of the JustFab business model since our founding in 2010, and it’s a key contributor to our compound annual growth rate of 124 percent. Our members are the focus of everything we do, every single day. We strive to create styles she wants at a value she’ll love, all within a curated and customized digital experience. Modern retail relies on strong long-term relationships with individual customers, and we continuously work to advance the personalization within our customer experience so that we can elevate our business and the retail industry at large,” said Monica Deretich, Vice President of Marketing and CRM, JustFab.

The 100 retail brands included in the survey were selected based on a number of criteria, including brand prominence, reputation, and retailer type. View the complete list of brands included in the study here at

“For a brand to achieve the highest possible score, a customer would have to find its omnichannel experience seamless – meaning no matter how they interacted with a brand, be it on mobile, desktop, email, in store, the experience would need to be fluid and comprehensive,” said Jason Grunberg, Vice President of Marketing, Marigold Engage by Sailthru. “While many retailers tout omnichannel initiatives, our research proves that very few are close to meeting consumer expectations.”

Research on the Personalization Index was conducted between April and August 2017 and scored 100 retail brands, as selected by Marigold Engage by Sailthru, on how they personalize the customer experience. Additionally, Marigold Engage by Sailthru fielded a survey of over 13,000 US and UK customers for each retailer (having shopped at one or more of the 100 retailers in the past 12 months) to quantify how those customers felt about the brand and their experience.


About Sailthru
Sailthru helps modern marketers acquire, grow, and retain customers. With over 2Bn global consumer profiles under management, Marigold Engage by Sailthru’s powerful suite of connected capabilities – including high-performance email, onsite personalization, mobile marketing automation, and unique integrations powering new customer acquisition – drives higher revenue, improves customer lifetime value and reduces churn. The world’s most innovative publishers, including Business Insider, Refinery29 and Mashable, and the world’s fastest growing ecommerce companies, including Rent The Runway, JustFab and Alex and Ani, trust Marigold Engage by Sailthru to help them succeed. Founded in 2008, Marigold Engage by Sailthru’s exceptional group of investors include Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners, and AOL Ventures. For more information, please visit



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SHIFT Communications