Daily Dose of iQ: Personalized Shopping Takes Different Forms

Feb 12, 2015 — Allan Pulga

We came across a couple of different examples of personalized shopping today.

One was from Sabon, a NYC-based luxury bath and beauty retailer, which enlisted the help of Dynamic Yield, a company specializing in automated personalization and content optimization solutions.

"Dynamic Yield created a layer on top of Sabon’s website content management system; pages can now be broken into distinct units that Sabon can directly update with various offers, including video and promotional content," wrote NRF News (Feb. 2).

Sabon varied the promotions it showed customers based on what they navigated to on the company website.

Sabon experimented with different messages based on automated algorithms. "During the Black Friday weekend, optimizations were continuously generated, leading to increased conversions and sales. Promotions remained relatively constant during that time period, but were presented in a half dozen different ways to individual customers."

The company reportedly saw a 35% increase in sales last Black Friday and Cyber Monday.

The second personalization example we saw was a sponsored post from Teradata on Forbes.com today. Teradata partnered with 7-Eleven to create a data-driven loyalty program.

"7-Eleven worked with Teradata and Brierley+Partners to build a real-time customer relationship management (CRM) solution that leverages all of their rich, transactional data and blends it with customer segmentation (i.e., Who are you?) and localization (i.e., Where are you?) to create a mobile app that is the very model of convenience," wrote Teradata's Darryl McDonald.

"Through the app, for example, customers can immediately find the information that most interests them, whether it’s new movies on Redbox, where to exchange a propane tank, or which local events are happening that week."

The 7-Eleven app pushes localized offers to users. On cold days, the app promotes a hot cup of coffee and a danish.

The new 7-Eleven app also pushes targeted mobile offers based on individual customer data. In addition, the mobile experience is mirrored for customers for consistency, when they log in via their home or work computers.

"The really interesting piece in all of this is the aspect of localization. 7-Eleven is using location to drive relevant offers in ways that many businesses have imagined but few put into practice. For example, on cold days the app will entice customers with the offer of a hot cup of coffee and a danish. On a hot day, the offer might be a cool drink and a refreshing piece of fruit. Or it could take customers out of their usual comfort zone by offering them a free salad or other healthy alternative."

Topics: Privacy, Retail Operations, Wireless Trends, Mobile Industry, Customer Experience

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