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Retail website made unique for each shopper

Retailers tailor personalised digital experience based on data from in-store purchasing and online browsing behaviour

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REACHING OUT TO CUSTOMERS: Barneys New York (above) says 'for one million users, we want to have one million different site experiences', while retailers such as CVS also pay attention to what you're not buying at their stores if they think you are a good candidate for a certain product.

BT_20150404_RETAIL4_1598773.jpg
REACHING OUT TO CUSTOMERS: Barneys New York says 'for one million users, we want to have one million different site experiences', while retailers such as CVS (above) also pay attention to what you're not buying at their stores if they think you are a good candidate for a certain product.

Washington

AFTER years of using customer data to fine-tune their marketing efforts to smaller and smaller groups, retailers are now making a massive and expensive effort to tailor their websites and promotions for an even narrower target: an audience of one.

Retailers and experts

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