Retail website made unique for each shopper
Retailers tailor personalised digital experience based on data from in-store purchasing and online browsing behaviour
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 say the industry is in the early stages of a push towards personalisation, in which individual shoppers have different experiences on retailers' websites and receive highly customised emails, coupons and special offers.
CVS pharmacy, for example, might email a shopper about allergy medication based on weather conditions in their geographic location.
At luxe department store Barneys New York, shoppers who browsed a collection from Italian designer Marcelo Burlon are likely to see a version of the Barneys website that pr…
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