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To make your personalization efforts truly effective, A.T. Kearney Partner Adheer Bahulkar provides retailers
with the critical “three R’s”:
RIGHT STORY
Focus on distinct attributes of the
brand or product and tell a story rather
than relying on “me too” discounts.
1
Paid media and even paid referrals are
losing their punch. Like-minded shoppers
sharing their experience works the best:
“Give your potential shoppers an easy-to-use
platform and the freedom to express themselves,
and get out of the way,” said Bahulkar.
RIGHT WAY
2
Understand where the shopper is on her
path to purchase, and target the message
at an optimal time in her journey.
RIGHT TIME
3
LET’S GET PERSONAL!For more holiday marketing tips, download
the Retail TouchPoints 2016 Holiday Guide.
Download the 2016 Holiday Guide now!
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