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Most retailers have embarked on some form of personalization strategy. As they seek to expand beyond entry-level tactics, they often run into structural obstacles that keep data and teams in silos. Getting past these barriers will allow for full personalization of the customer experience.
"Personalization is widespread, but techniques remain relatively basic. Roughly 90% of senior marketers worldwide are implementing personalization strategies, but only 6% rate their strategy as advanced."
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Implementation of Personalization Strategy According to Senior Marketers Worldwide, Dec 2016 (% of respondents)
Digital Platforms that Provide the Best Personalized Experience According to US Internet Users, Oct 2016 (% of respondents)
How Effective Is Personalization?
Percent Lift Attributable to Website or In-App Personalization Efforts According to US* Marketers, May 2016 (% of respondents)
Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)
Change in Likelihood of Purchasing from an Ecommerce Site if It Offers a Personalized Experience* According to US Internet Users, May 2016 (% of respondents)
Extent to Which Personally Relevant Content from Brands Increases US Internet Users' Purchase Intent, Oct 2016 (% of respondents)
Roadblocks to Effective Personalization
Reasons that US Mobile Phone Users Are Concerned About Companies Knowing How, When and How Often They Use Products, Jan 2016 (% of respondents)
Usage of Cross-Device Behavior Data Among Marketing Executives in North America, by Company Performance, Oct 2016 (% of respondents)
Criteria Used by US* Marketers for Targeting Visitors/Delivering Personalized Experiences, May 2016 (% of respondents)
Approaches to Personalized Marketing at Their Company According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)
Types of Data that US Internet Users Expect Companies to Use to Personalize Marketing/Advertising Emails, Aug 2016 (% of respondents)
US Mobile Local Ad Spending, Location-Targeted vs. Non-Location-Targeted, 2015-2020 (billions, % change and % of total)
Channels Where US* Marketers Are Using Personalization, May 2016 (% of respondents)
Personalization in Marketing
Marketing Professionals in Europe and the US Who Use Dynamic Email Marketing Based on User Behavior, Feb 2017 (% of respondents)
Leading Email Marketing Tactics Used by Retail Marketing Executives Worldwide*, Oct 2016 (% of respondents)
Growth Drivers for Digital Video Advertising According to US Publishers, May 2016 (% of respondents)
Current vs. Planned* Customer Experience Personalization Tactics Used by Their Company According to US Retail Executives, April 2016 (% of respondents)
Location-Based App Features that Their Company Uses for Its Indoor Positioning Systems (IPS) According to Marketers Worldwide, July 2016 (% of respondents)
Some Tips on Personalization from eBay
Many Retailers Need to Overhaul Their Approach to Personalization
Customers Know if Personalization Is Real or Fake, Says True&Co. Founder
Barneys New York to Personalize Customer Communications Down to the Individual
Bow & Drape’s Customers Happy to Give Up Data So the Brand Has a 360-Degree View
Making the Case for Identity Management Technology