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?
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