Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders...

Advancing Personalization:A How-To From the Leaders of the Retail Personalization Index

AGENDA

▪ The Retail Personalization Index & Personalization Maturity Curve

▪ Top Personalization performers

▪ TechStyle Fashion Group

▪ Revzilla

▪ Revolve

▪ Ulta

ANNOUNCING THE 3RD ANNUALRETAIL PERSONALIZATION INDEX

Evaluation of 250 retail brands

Ranking top 100 winners

Consumer-driven methodology

￭ The presence of a digital personal shopper or similar tool

￭ The ability to set preferences for product recommendations

￭ Personalized discounts or offers

￭ Personalized mobile experience that takes into account non-mobile activity

￭ Scaling email volume to the number and type of engagements a customer has

￭ Receiving personalized loyalty program emails

￭ Having a clearly-defined and spelled-out privacy policy

￭ Being able to opt-in to data collection and opt-out of messaging

Consumer satisfaction and purchasing behaviors are driven by:

#1three years in a row

#2 #3 #4 #5

#6 #7 #8 #9 #10

THE PERSONALIZATION MATURITY CURVE

THE PERSONALIZATION MATURITY CURVE

Top Performers Deep Dive

Experts in personalization & behavioral marketing

rank #18 rank #18 rank #23

￭ Personalized subject lines

￭ Personalized hero images

￭ Personalized product recos

￭ Personalized send time

Interest based

recommendations

Sofia prefers heels and

sandalsOpens email

at 2pm

Elizabethprefers handbagsOpens email at 10pm

Interest based

recommendations

Sofia prefers heels and

sandalsOpens email

at 2pm

Elizabethprefers handbagsOpens email at 10pm

19%lift in RPM

4.2%lift in click-to-open

rate

9.6%lift in conversion

per click rate

Rising stars in personalization & behavioral marketing

Browse Abandon series with 22+ variations

Product-based Gender-specific Exact-match URL

Browse Abandon series with 22+ variations

Product-based Gender-specific Exact-match URL

30%higher RPM

50%higher AOV

71%lift in pageviews

High growth organization moving towards omnichannel optimized

rank #13

Omni Example: REVOLVE

Site Triggered email Mobile PDP

￭ A consumer favorite tactic

￭ Explicit and profile data

￭ Live chat capabilities

Omnichannel optimization through loyalty program + real-time

personalization

rank #7

Polling and profiling on email, web, and mobile

￭ A consumer favorite tactic

￭ Uses real-time personalization

￭ Liveclicker technology for drive-to-store, polling, weather-based targeting and more

HOW DO YOU COMPARE?

Get your score for email marketing on

the Index

Custom competitive

analysis

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