Bronto Summit Blog Series: The Perfect Time for Personalization

Beth Perry, Content Marketing Editor

As we prepare to head to Las Vegas next week for Bronto Summit 2017, we thought we’d share a little sneak peek with you. We’re excited to offer more than 50 informative sessions at the event led by some of today’s top commerce marketers. So we took the opportunity to ask for their thoughts on a number of hot topics and industry tactics.

So far, they’ve discussed success with ongoing engagement and the expectations of today’s consumers, as well as the challenges of omnichannel and mobile marketing.

Today’s topic: At what stage of the customer lifecycle do you feel personalization is most important? Why?

Katie HansenKatie Hansen – Senior Manager of Retention Marketing, Tommy John

Personalization is important from day one. As online shopping grows more and more competitive, it’s important to show your customers from the start that you care about them as an individual. Once a customer makes that first purchase, acknowledging it and tailoring an experience around it immediately promotes trust and gives your brand credibility. Not all brands have the means to be hyper-personalized from the first purchase and beyond, but any type of targeting or personalization you can do right off the bat will lead to a more loyal customer in the long run.

Stephanie UrbanStephanie Urban Director of Digital Marketing, Tarte Cosmetics

Personalization is important across the customer lifecycle. Shoppers expect us to know who they are from the second they land on the site through the purchase experience and beyond. If the message you’re delivering isn’t relevant to her, she won’t engage. From product recommendations to personalized email creative and affinity-based offers, marketers need to find the little touches that will drive a lift in conversion.

Steven Perissinotto – Co-Founder & Director of Marketing, VetShop Group

It’s important to provide the customer with personalized information as soon as possible. Customers are busy – showing them products or information that isn’t relevant to them is simply a waste of their time.

Adam Wolff – Marketing Analyst, Woodwind & Brasswind

Personalization must be a core focus throughout the customer lifecycle, but it’s very important after a customer’s first purchase. In today’s ecommerce world, price comparison is the name of the game, with sales often going to the brand with the lowest price point. Therefore, a customer’s first purchase doesn’t come with any implicit brand loyalty. However, if you immediately begin communicating with first-time buyers in a way that demonstrates that you know who they are and what they care about, you begin to differentiate your brand with something other than price. That customer who makes a second purchase from your brand is significantly more likely to become a loyal one, allowing you the opportunity to continue serving them relevant content for the entirety of the customer lifecycle.

Want more ideas and best practices from savvy commerce marketers like these? Join us next week for Bronto Summit 2017. We’d love to see you there! And stay tuned for more thought-provoking commentary from our talented lineup of speakers after the event.