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Tips for Retailers on Increasing Consumer Personalization

This Retailwire article by Martin Mehalchin, Partner, Lenati, summarizes a presentation by Lucinda Duncalfe of Monetate on the “Five Stages of Personalization.”

Level 1-Use A/B testing to develop campaigns that optimize the experiences of the digital consumer.

Level 2-Use targeting via in-session or contextual data or behavior.

Level 3-Leverage first and third-party data to deliver custom experiences to different consumer segments.

Level 4-Provide an integrated customer journey across channels for the multi-device consumer.

Level 5-Auto-optimize personalization based on knowledge of the consumer.

 

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For more on this topic, check out the Shopping & Retail Tab in Morning Coffee.