![\"3](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/09\/3-Reasons-Personalization-Should-Be-the-Next-Frontier-for-Retailers-768x384.jpg\")
<\/p>\n<\/p>\n
As part of Solutions Review’s Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Matt Laukaitis, the Global GM of Consumer Industries at SAP<\/a>, explains why it will be more important than ever for retailers to develop and deploy personalized strategies and engagements in the upcoming Holiday Season.<\/span><\/span><\/span><\/span><\/strong><\/em><\/p>\n How we shop is an expression of who we are. Everyone has their own approach. Some of us go into a store ready to grab a dozen items off the rack to try on, and others may be laser-focused on that one item we need. All of this is specific to the in-person shopping experience. E-commerce habits can vary even more widely, accounting for bookmarked folders, meticulously titled tabs, and price drop alerts working together to ensure we find the perfect item and buy it at the perfect price. <\/span>\u00a0<\/span><\/p>\n Understanding these individual habits and approaches creates a unique challenge for retailers. However, retailers that successfully rise to the challenge will continue to see positive results. According to a recent survey, <\/span>59 percent of US consumers<\/span><\/a> say they want a retail experience that is varied and unique to them<\/span>.<\/span> Companies should take note and tailor their strategies to their customers. <\/span><\/p>\n Intelligent, industry-tailored CX strategies allow retailers to keep up with ever-changing customer preferences and turn every customer interaction into an opportunity to delight. Intelligent CX also incorporates the latest technology into a retailer’s engagement strategy. For example, leveraging artificial intelligence (AI) can enable retailers to compile and process data that offers a personalized and consistent experience that cuts through the noise and grabs attention.\u00a0 <\/span>\u00a0<\/span><\/p>\n Using these strategies correctly can help create offers that align with customers’ preferences, whether online shopping, mobile, or in-store. With the holiday shopping season getting closer each day, here are three ways retailers can develop unified personalization strategies now. <\/span>\u00a0<\/span><\/p>\n The shopping experience is now much broader than visiting a physical or digital store. Retailers can communicate with shoppers across various channels, such as email newsletters and text messages. Many of today’s intelligent CX platforms allow retailers to deliver these one-to-one recommendations based on customers’ buying journeys, and shoppers are shown to crave these types of messages and newsletters, too. In fact, <\/span>77 percent of US consumers<\/span><\/a> now expect personalized recommendations from brands.\u00a0<\/span>\u00a0<\/span><\/p>\n These strategies can help turn a one-off buyer into a loyal customer. However, retailers should be careful not to overstep the privilege of getting shoppers’ information. Customers expect a trustworthy and reliable experience; breaking that trust leads to lost opportunities. This is especially key during the holidays when the volume of communications skyrockets in the hopes of driving sales.<\/span>\u00a0<\/span><\/p>\n For example, <\/span>Adidas<\/span>, a global clothing and footwear leader, recently<\/span> developed Runtastic to provide fully personalized fitness plans for 165+ app users. With an active, global user base that engages across devices, channels, and apps, Adidas Runtastic needed to consolidate communications for its users to provide a holistic experience. To achieve this, they used a system capable of processing large volumes of activity data in real-time so that relevant, engaging feedback would be triggered as subscribers trained. This<\/span> increased campaign efficiency by 300 percent, achieved over 8 million app-opens from campaign content and identified more than 200 relevant data points to measure to drive content optimization. <\/span>\u00a0<\/span><\/p>\nConvenient\u2014and Relevant\u2014Communications<\/span><\/b>\u00a0<\/span><\/h3>\n
Personalized Offers and Discounts<\/span><\/b>\u00a0<\/span><\/h3>\n
![](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" "\\"Marketing")
<\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/span>