How Retailers Use Personalization—If They Do at All - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

How Retailers Use Personalization—If They Do at All

55% license marketing technology to personally target customers

January 17, 2017 | Retail & Ecommerce | Marketing

Personalization may be the key to nurturing customers online, but according to a report from Clearhead, polling ecommerce executives, more than a third of respondents don't use personalization technology at all, while 64% said they use marketing technology to support their personalization efforts.

The survey polled 144 ecommerce executives mostly in North America.

Retail Ecommerce Executives in North America* Who Use a Platform/Technology for Personalization, Sep 2016 (% of respondents)

Another study looked into what types of personalization technology business executives use. More than half of senior business-to-consumer (B2C) marketers worldwide told CEB in July 2016 that they relied on tools like web analytics software, customer relationship management (CRM) and content management systems.

Email marketing is an area ripe for marketing technology adoption, as it is a widely used and critical tactic for the retail industry. Even weeks after the holiday, retailers from Amazon to Toys "R" Us have not let up on their email efforts.

Ways in Which Retail Marketing Executives Worldwide* Use Data to Personalize Marketing Emails, Oct 2016 (% of respondents)

Retail marketers manipulate data to personalize their email campaigns in a number of ways. According to a January survey from Magnetic and Retail TouchPoints, roughly half of executives said they use data to target email to unique groups, or to tailor creative. Another 48% said they send triggered emails based on a specific data point.

—Danielle Drolet

New in eMarketer PRO This Week

  • Report: Digital Video Advertising Best Practices 2017
  • Report: Worldwide Digital Video Viewers: eMarketer's Estimates for 2016–2020
  • Report: B2B Mobile Marketing and Advertising 2017

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.