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Partner comment: The road to personalisation is much easier than you think

There is little doubt that personalisation is one of the buzzwords du jour in the world of fashion retail. What is less clear is the right way to approach personalisation, what the objectives should be and what those goals should be measured against. In Drapers’ first personalisation report, we aim to shed some light on these areas.

This first edition of the Drapers Personalisation Special is all about taking personalisation from theory to practice. The ability to deliver a highly relevant customer experience based on a consumer’s preferences is every retailer’s dream as they aim to differentiate themselves from the competition in a crowded online marketplace.

For many, turning that dream into a reality is easier said than done. Several myths relating to getting started on the path to personalisation are holding brands back and they are missing out on some very tangible business returns. The good news is that getting started with personalisation is actually much easier than most people think. Any retailer today can easily create personalised experiences starting with basic segmentation from their contextual, behavioural and transactional data. There’s no need to “boil the ocean” –- keep it simple and establish some quick wins that will provide the foundation for further investment.

Retailers today have no choice but to treat their customers as individuals and deliver a great experience at every step of the customer journey. Personalisation is the answer.

Mike Harris, vice president EMEA, Monetate


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