For True Personalization, Consumers Have to Meet Brands Halfway - eMarketer

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eMarketer Interview

For True Personalization, Consumers Have to Meet Brands Halfway

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An interview with

Sandro Roco

Director, Strategic Initiatives, Bombfell

Topics: Marketing

Interview summary

By now, marketers understand the importance of personalization, and most brands aim to provide consumers with highly curated experiences whenever possible. But it’s not just up to the brand—personalization is only as effective as the data that drives it. Sandro Roco, director of strategic initiatives at Bombfell, a subscription style box delivery service for men, spoke with eMarketer’s Maria Minsker about the key role customer input plays in personalization efforts.


eMarketer: What’s the brand story Bombfell is hoping to convey to customers?

Sandro Roco: We want our customers to think of us as a vending machine. They’re standing in front of it and they say, “I want a great pair of jeans that fit the exact contours of my body.” Then they press 1, and a pair comes down and fits perfectly. We want to deliver that seamless experience in the style boxes our customers receive.