The value of personalization is readily apparent and intuitive to many retailers—tailoring messaging and creative to customers makes them more likely to explore and buy the products advertised.
But even though retailers have been using personalization on their websites for years, they often don’t take advantage of the latest approaches and technology in order to do personalization right. The road to realizing personalization’s benefits can be rocky and winding—and can even take retailers down a dead-end path.
To deliver on the promise of personalization, a retailer must take a holistic and structured view across four key pillars: data management, experiences granularity, use cases, and omnichannel capabilities. This ebook and its associated assessment tool aim to help retailers assess their current personalization capabilities and provide guidance on how to improve.