The Personalization Roundup is an ongoing blog series featuring the most evocative news, articles and blogs. Over the last month, Scott Brave and I contributed commentary to TechCrunch and Multichannel Merchant on personalization and how retailers can use data to get ahead of the curve. In addition, we saw an uptick in articles detailing how leading retailers are increasing their personalization efforts. Read on to learn more about making personalization a core business value, recognizing e-commerce trends early on and increasing personalization tactics.
“Personalization is Not a Feature,”
TechCrunch—Our very own Scott Brave discusses why personalization needs to be a
core business value of a company—and not a feature. With the ever increasing
amount of information available on the web, it’s the companies that help
customers find relevant information and products that gain a competitive
advantage. To support this argument, Scott identifies companies in the news,
music and restaurant industries that blew away the competition by adopting a
personalized, “customer-centric” philosophy.
“Getting Ahead on the Purchase Curve Requires the Right Data,” Multichannel Merchant—In
this contributed piece, I examine how retailers can use data to identify
emerging trends and get ahead of the curve. Instead of focusing on clicks or what
is currently selling, retailers should focus on what consumers are searching
for, engaging with and spending time on. This approach will not only allow
retailers to better predict trends, but also to produce more personalized and
“Top E-retailers Have Site Search and Performance Down Pat, but they struggle with
advanced personalization and mobile commerce,” Internet Retailer—A Deloitte
assessment of the top 100 e-retailers ranked in the Internet Retailer “Top 500
Guide” showed that almost all have room for improvement when it comes to mobile
shopping and personalization. Deloitte’s analysis states that 73 merchants
offer limited personalized content, such as a welcome message to a returning
consumer, while only a handful have advanced personalization capabilities, such
as incorporating prior purchase or search behavior data into recommendations.
“Amazon’s Daily Deal Biz in Personalization Push,” Reuters—Amazon, the company that
helped popularize e-commerce personalization over a decade ago, is attempting
to up the ante when it comes to personalized daily deals. To add to the massive
amount of data they gather on the purchases of millions of customers, Amazon
sent daily-deal subscribers emails asking about their likes and dislikes.
Amazon will use this information to help decide which deals are sent to
individual users. It has yet to be seen if this new tactic is leading to
increased purchases, and at Baynote, we’ll be interested to see the results of