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5 Persona-Based Segments To Fuel Your E-Commerce Personalization And Optimization Plan

VP site only Dynamic Yield head shotUncovering patterns and trends in behavior is a key step for marketers who are analyzing, optimizing or personalizing web sites. This ongoing effort can be achieved by creating segments in their analytics tool. Unfortunately, the standard, ready-made segments that many web analytics tools offer are too limited. In this article, I will outline practical segmentation ideas that you can use to find actionable insights to fuel your personalization or optimization plan.

Segments allow us to narrow down the volume of data to extract the essence hidden within. I’ve recently written about the importance of segments as a tool that allows us to tell the real and interesting stories behind the “what” and “who” of our data. Nevertheless, it is a tedious, time-consuming task. Locating distinct and powerful user archetypes, not to mention incorporating those segments into your overall marketing strategy, requires a deep understanding of who your audience is.

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The Next Billion-Dollar Retail Opportunity? Mobile

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For retailers anxious to crack the code on mobile marketing to their smartphone-empowered shoppers, look no further than these numbers:

  • 30% of shoppers aged 16-34 use apps to plan out their purchases each month;
  • 32% of consumers want retailers to integrate their online, mobile and in-store shopping experiences; and
  • 75% of consumers use their smartphone while shopping.

So if three quarters of spending-age consumers use a mobile device as a shopping companion, and the mobile internet is predicted to support $700 billion in commerce by 2017, then there’s a “billion dollar mobile opportunity” waiting right around the corner.

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La Jolla Group CEO Sets Sights On Content Merchandising With Reflektion

La Jolla GroupWith a target consumer base that largely consists of Millennials, La Jolla Group CEO Daniel Neukomm is tasked with the challenge of not only understanding these elusive shoppers, but also creating highly relevant and compelling experiences across all channels.

To address this business imperative, La Jolla Group has implemented Personalized and Visual Site Search for its O’Neill and Metal Mulisha e-Commerce sites. The solution, developed by Reflektion, is designed to add a layer of personalization and real-time product imagery to e-Commerce site search results.

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NetSuite Set To Acquire Bronto For $200 Million

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NetSuite
is acquiring Bronto Software for approximately $200 million in cash and equity, the two companies announced today. The deal is expected to close in Q2 2015. This acquisition continues NetSuite's focus on delivering a complete and consistent omnichannel experience for its 3,000+ customer base of retail brands using the SuiteCommerce solution. In the past three years, NetSuite also has purchased Retail Anywhere, Venda, and TribeHR.

Bronto currently has more than 1,400 brands using its commerce marketing automation platform, including Armani Exchange, Timex and Gander Mountain. Bronto and NetSuite also share a number of retail customers, including Precision Cycling and Cyberswim.

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EngageClick Machine Learning Helps Personalize Offers

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To build long-term and profitable customer relationships, retailers need to engage and incent their consumers in a relevant way at every stage of their browsing and buying journey.

EngageClick has released the Machine Learning Optimization Platform, which combines retargeting and predictive targeting software to calculate desired outcomes for each consumer. Using the solution, retailers are positioned to deliver content and offers that are personalized and optimized for specific delivery channels.

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The Walking Company Enhances Customer Experience With Epicor Solutions

The Walking Company thewalkingcompanyselected three Epicor Retail solutions to help enable more personalized experiences for in-store customers. The retailer has deployed Epicor Retail CRM 7.0, Epicor Retail Clienteling, and Epicor Retail Store Point of Sale (POS) solution throughout more than 210 stores.

Epicor Retail CRM 7.0 delivers customer insights that allow The Walking Company to provide more personalized offerings and loyalty rewards and incentives. The CRM solution also recently helped launch of the retailer's new loyalty program.

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