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Localization And Personalization Become Key For Successful Back-To-School Campaigns

Although it seems most Americans have just completed the school year, retailers are already planning their back-to-school initiatives. As they start planning their marketing campaigns and sales, retailers should keep personalization and localization top-of-mind.

After all, two thirds of students and 74% of parents say ads promoting nearby stores are the most likely to drive back-to-school purchases, according to a survey from Eyeview. This tactic, also known as localization, is more impactful than retargeting campaigns, which were spotlighted by only 34% of students and 26% of parents.

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CVS Health Opens Digital Innovation Lab In Boston

CVS has opened a Digital Innovation Lab in Boston, focused on developing digital services and personalization capabilities to make the personal pharmacy and health experience more accessible and integrated for shoppers.  The facility also will serve as a hub for the digital team at CVS Health, which will remain headquartered in Woonsocket, R.I.  With the introduction of the lab, CVS is doubling its investment in the digital arena, according to Brian Tilzer, Senior Vice President and Chief Digital Officer for CVS Health.

The lab is designed to bring digital innovation strategies to market quickly through a rapid test-and-learn program. The team will explore digital health through innovation in mobile, personalization, multi-channel e-Commerce, connected health and digital therapeutics. CVS Health also will pace its innovation by partnering with selected startups and mature companies in the digital and health care space.

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Keeping Up With The Times: Five Steps To A Personalized Retail Experience

VP site only Cayan head shotAs the lines between our virtual and physical worlds continue to blur, the brick-and-mortar retail experience is changing. And there’s a common trend among those retailers leading the way: A movement toward greater personalization.

But while in-store technology like beacons and interactive product displays is becoming more commonplace, large-scale adoption remains a work in progress, creating a less-than-ideal customer experience. A recent report from Google found that 79% of shoppers seek information essential to their purchasing decisions while in a retail store, but only two out of every three actually find the answers they need.

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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

OtherLevels - CEO Ramsey Masri Headshot
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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