The Essential Guide to Personalization

2 Min Read

via Monetate

Personalization defined: What it is (and isn’t)

Personalization has advanced beyond just marketing to personas, segments, and averages. Today’s marketer should be able to:

  • Recognize every customer as an individual. Deliver 1-to-1 experiences that feel like one-of-a-kind experience in the hearts and minds of consumers.
  • Know the intention behind every interaction. Customers bring a discrete intention to every engagement and it’s important for marketers to understand that intention and serve it in order to help the consumer progress along their journey.
  • Own every moment. The future of marketing lies in the battle for micro-moments. Data science and machine learning can help marketers generate and optimize each moment and create real momentum for the brand and the business.

A fully personalized experience is more than:

  • Standalone product recommendations. Personalization is more than just putting product recommendation boxes on your product detail pages.
  • Greeting visitors by their first name. Just because you greet people like you know them, doesn’t mean the experience will follow through.
  • Segmentation. Your customers aren’t static buckets. Don’t treat them that way.

Now you know the kinds of things personalization can do for your business. Next, we’ll bust some of the most persistent myths about personalization.

Myth #1: We don’t have the data

Wrong. You do have the data. You can create personalized experiences now using contextual, behavioral, and historical data. But you don’t need all three. Just start with what you have—the rest can come later. Any company with a transactional ecommerce site will be able to capture data and personalize now based on:


  • Type of device
  • Time of day
  • Time and location
  • Referral source


  • Recently viewed products and categories
  • Items from abandoned carts


  • Past purchases
  • Member of loyalty program?
  • Past email interactions


Myth #2: We already checked off the “personalization” box

We don’t think your personalization efforts should be relegated to a little gray box below the product description. To us, personalization happens everywhere. When you bring together relevant messages, images, recommendations, and more—and you deliver them across channels—you’re getting close to what we think true personalization is.


Myth #3: There’s no business case for personalization

Personalization drives positive business results. We’ve witnessed the transformative power of ecommerce personalization first-hand, hundreds of times.

Personalization increases engagement:

  • Email click-through rates by 72% 1
  • AOV by 53% 2
  • Conversion rates by 33% 2

1 MailerMailer, 2014
2 Gartner, 2014

And revenue:

  • 40% of U.S. consumers say they buy more when the personalization experience is multichannel
  • 39% buy more products when suggested to them based on past purchases
  • 73% of consumers prefer to do business with brands that personalize shopping experiences 3

3 Accenture, 2015

Myth #4: We don’t have the people power

It doesn’t take a whole new team to get your personalization strategy up and running.
You can use the:

  • IT resources you have now
  • Ecommerce platform you already use
  • Creative team you have in place

Ready to learn more about personalization for your retail business? Join our upcoming webinar, “Perfecting Personalization Across Channels,” on Wednesday, June 21.

Register here!


For 20 years our strategists, engineers, and UX designers have been building leading-edge ecommerce sites. From the cloud to the edge, we’ll help you make smart decisions and speed time-to-value, whether you’re building from scratch or moving to a new platform.

Corra, a Publicis Sapient company, is the global commerce leader and SI helping brands and organizations grow by evaluating, building, and optimizing their digital commerce ecosystems. Our vast experience with composable and headless implementations speeds time-to-value and provides technical freedom to our clients. Our TotalCare managed services program provides gold-standard support, enhancements and ongoing commerce strategy. We are strategic thinkers, accomplished engineers, and award-winning experience designers. We believe outstanding customer experiences can’t exist without flawless technology, and that flawless technology is pointless without beautiful, human-centered design. Our clients are an integral part of our team. Together, we remove the obstacles that are limiting growth and discover new opportunities. We don’t rest until our clients achieve their full potential. Our clients’ KPIs are our KPIs. We have 20 years of experience in commerce technology, but we also know that customer expectations are constantly evolving. For this reason, we’ve built future-proof solutions and refined an agile execution process that helps our clients achieve more with less. As a Publicis Sapient company, Corra joins a global network spanning 20,000 people with 53 offices around the world enabling us to accelerate our clients’ businesses through designing and building the experiences and services their customers demand.

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