Magazine article ADWEEK

Winners' Playbook

Magazine article ADWEEK

Winners' Playbook

Article excerpt

EVERY RETAILER IS TRYING TO GET MORE PERSONAL WITH ITS CUSTOMERS, BUT VERY FEW ARE DOING IT RIGHT. HERE ARE FIVE WAYS TO WIN AT THE PERSONALIZATION GAME.

Collect good data

Retailers need to collect both user-level data--like site traffic, shopping cart abandonment and basic analytics--as well as customer-specific data, such as shopping history, sizes and preferences. They also need to pay attention to the right product attributes, says Jeriad Zoghby, Accenture Interactive's global lead for personalization.

"Every company has to do a better job of listening," he says. "They need to stop worrying about which shirts I buy, and start paying attention to the features, the size, the fit, the color."

Be data led, not data driven

It's easy to cherry pick data to justify a brand's strategy, says Forrester principal analyst Brendan Witcher. Smart organizations look at the data first and then decide what to do.

"Any organization can find data to support a strategy they already have," he says. "Organizations need to dive in, look at the data, and see what it's telling them to do before they make any assumptions about what they need to do."

Follow the golden rule

If brands want customers to trust them, they need to be explicit about their data collection and the benefits this will bring. Otherwise they risk alienating or creeping out their customers.

"The golden rule to avoiding the creep factor is that, when you're collecting data, be overt about it," notes Witcher. …

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