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Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

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Page 1: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization
Page 2: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

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

Page 3: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

AGENDA

▪ The Retail Personalization Index & Personalization Maturity Curve

▪ Top Personalization performers

▪ TechStyle Fashion Group

▪ Revzilla

▪ Revolve

▪ Ulta

Page 4: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

ANNOUNCING THE 3RD ANNUALRETAIL PERSONALIZATION INDEX

Evaluation of 250 retail brands

Ranking top 100 winners

Consumer-driven methodology

Page 5: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

■ 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:

Page 6: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

#1three years in a row

#2 #3 #4 #5

#6 #7 #8 #9 #10

Page 7: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

THE PERSONALIZATION MATURITY CURVE

Page 8: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

THE PERSONALIZATION MATURITY CURVE

Page 9: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Top Performers Deep Dive

Page 10: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Experts in personalization & behavioral marketing

rank #18 rank #18 rank #23

Page 11: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

■ Personalized subject lines

■ Personalized hero images

■ Personalized product recos

■ Personalized send time

Page 12: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Interest based

recommendations

Sofia prefers heels and

sandalsOpens email

at 2pm

Elizabethprefers handbagsOpens email at 10pm

Page 13: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

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

Page 14: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Rising stars in personalization & behavioral marketing

Page 15: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Browse Abandon series with 22+ variations

Product-based Gender-specific Exact-match URL

Page 16: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Browse Abandon series with 22+ variations

Product-based Gender-specific Exact-match URL

30%higher RPM

50%higher AOV

71%lift in pageviews

Page 17: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

High growth organization moving towards omnichannel optimized

rank #13

Page 18: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Omni Example: REVOLVE

Site Triggered email Mobile PDP

Page 19: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

■ A consumer favorite tactic

■ Explicit and profile data

■ Live chat capabilities

Page 20: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Omnichannel optimization through loyalty program + real-time

personalization

rank #7

Page 21: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

Polling and profiling on email, web, and mobile

Page 22: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

■ A consumer favorite tactic

■ Uses real-time personalization

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

Page 23: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization

HOW DO YOU COMPARE?

Get your score for email marketing on

the Index

Custom competitive

analysis

Go through the research, see comps, download best practice guides

Page 24: Advancing Personalization - eMarketer€¦ · Advancing Personalization: A How-To From the Leaders of the Retail Personalization Index. AGENDA The Retail Personalization Index & Personalization