The Personalization Roundup is an ongoing blog series featuring the most evocative news, articles and blogs curated by Baynote each month highlighting the rapidly growing topic of web personalization. For this month’s roundup, we’ve combed the web to bring you the latest and greatest on the personalization revolution.
Over the last month, we saw a bevy of articles focused on personalization privacy and emerging eCommerce trends. While it comes as no surprise to see trend articles this time of year, we were pleasantly surprised to see articles on privacy appear in leading publications such as Forbes and Internet Retailer. Learn: What are the personalization and privacy concerns and how can you overcome them? How will mobile play into the show-rooming trend? And what it takes to have a successful ecommerce strategy in 2013.
“A Top eCommerce Strategy Seen as Ticket to Strong Sales,” TechTarget – Forrester projects eCommerce to reach $280 billion in sales by 2015. Compare that to $176.2 billion in 2010, and it’s clear eCommerce is showing no signs of slowing down. So, what does a successful eCommerce strategy entail? According to this TechTarget article, there are six key components: navigation, integration, personalization, product association, mobile access and updates. Of particular note, the article characterizes “high end” personalization technologies as using rules engines and real-time analytics to match unknown visitor data and existing customer CRM data with product characteristics and marketing offers.” Here at Baynote, we characterize that as “proper personalization.”
“Making Sense of Online Personalization and Privacy,” Forbes – Baynote’s Scott Brave continues to make headlines. In this article, Scott discusses the intricacies of big data, personalization and privacy. Lucky for us, Scott demonstrates that personalization does not need to invade our privacy. Instead, rule-driven personalization — the type of personalization that builds rules for general personas based on what they already know about you — coupled with analysis of in-the-moment intent indicators such as click and dwell time, provides enough data to deliver highly customized experiences.
“How Online Privacy Trends Could Hurt eCommerce Sites,” Internet Retailer – This article examines how pending cookie regulations may negatively impact ecommerce personalization. According to the CEO of Moosejaw Mountaineering, “both the cookies set by web sites to track activity and support personalization on their own sites based on shoppers’ behavior, and the cookies set by marketing companies to follow consumers through online ad networks—could be compromised if trends in privacy rules lead consumers to block or delete cookies in large numbers.” While this may concern some, we see it as an opportunity to educate consumers on the types of personalization thatdon’t require the invasion of privacy, which was also discussed in Scott’s Forbes article.
“Can Omni-Channel Retail Combat Showrooming?” Forbes – If “big data” is the #1 buzzword of 2012, “omni-channel” is not too far behind. In this contributed piece, mobile industry guru Maribel Lopez argues that “smartphones are driving retailers to create omni-channel experiences in a way that eCommerce alone could not.” The result is yet another buzzword, “showrooming,” or the act of viewing an item in a brick-and-mortar store and then purchasing it online. According to Maribel, retailers must internalize the showrooming practice and develop a unified data source when designing their mobile website. We couldn’t agree more.
“Top eCommerce Trend for 2013,” FinancialNews.co.uk – The time has come for 2013 predications. According to this UK publication, “consumers can expect to see greater personalization and wider use of mobile technology in 2013.” Other trends to watch that are discussed in the article include: increased mobile integration, curated commerce, location-based services and increased video use. While these predictions seem reasonable, we look forward to seeing what else people see in their crystal balls as the year comes to a close!