: Customization and Personalization are proven to be more effective in enticing the customers to purchase as it directly target's customer needs. Read this document to understand the importance of content personalization (email marketing, social, web, etc. ) and how analytics services will help achieve it. Read more: http://blog.lyris.com/future-retail-mass-personalization-omni-channel-world/

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Lyris Connections Blog
Excerpts From Our Most Popular Posts
The Future of Retail: Mass Personalization in an Omni-
Channel World
By Ramak Capodicasa
Let’s imagine we’re on our way to a supermarket, to do our weekly grocery
shop. We have a list and we know what we want. But there’s something unusual
about this supermarket. We walk in and – puff! – like magic, the supermarket
aisle transforms around us. Suddenly, everything on our list is right in front of
us. The shelves are giving us exactly what we want.
Web Personalization Directly Targets Your Customers’ Needs
This concept might seem far-fetched in the retail bricks-and-
mortar world, but in the digital world, technology coupled
with the right customer strategy is allowing retailers to
provide this level of consumer experience today.
Unlike the old days, when it was customary to greet customers on your website with a single landing page or home
page, today’s retailers are cashing in and tailoring their Web content (and other content, like that for email marketing
and social media) to suit the desires and needs of their individual buyers.
Just as our imaginary supermarket aisle magically “transforms” around each shopper, so too are Web pages
transforming around specific visitor information and behavior. Such is the wonderful world of Web personalization.
From research conducted for Lyris by The Economist Intelligence Unit, we know that only 24% of marketers actually
use the information that they collect from their customers to deliver value back, and over 70% of shoppers are jaded
by superficial and generic marketing. So what are our consumers saying to us?

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Lyris Connections Blog
Excerpts From Our Most Popular Posts
“Use the information I give you, but do it in a way that adds value to my life!”
More than 98% of inbound online visitors are
anonymous. However, that doesn’t stop retail
marketers from providing personalized Web content
that speaks directly to exactly what the customer
wants. As in the imaginary supermarket aisle, savvy
online retailers dangle the right products and services
right in front of their customers’ eyes.
Customization and personalization are proven to be
more effective in motivating customers to purchase,
much more than offering them something they might
be only minimally interested in when they land on
your website. If you do it right, you can dramatically
enhance your on-page conversions and sales, simply
by personalising.
A recent survey conducted by Econsultancy shows that 94% of companies feel that “personalization of the Web
experience is critical to current and future success.”
This can also be seen through massive retailers like Amazon that are also mastering data and Web content
personalization to meet consumers’ needs and drive their digital sales: “In order for interactions to feel individualized
and human, they must be well informed. That makes data about the customer you’re talking to right now the most
useful data of all.”
Knowing How to Personalize your Content
At Lyris, we’ve seen many retailers make the mistake of thinking that personalized Web content simply means
displaying the customer name, like “Hi Bob,” or “Welcome back, Jane.” Wrong!
Personalization is much more than this. It’s customizing the actual products, offers, and promotions on your retail
pages so that they are completely relevant for each individual shopper (or at least that particular customer segment)
and unique to his or her user experience.
How do you know what your customers want, so that you can figure out how to personalize your content?
Collect and analyze powerful Web analytics data to uncover insights about your customers and what they are
interested in. Data can include:
• Demographics
• Location
• Behaviors that suggest lifestyle and product preferences
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3. lyris.comCopyright © 2014 Lyris, Inc. All rights reserved.
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data-
driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
Keep up with the latest industry trends, developments and best practices for
continuously optimizing your digital marketing campaigns.
Visit Lyris Connections Blog
Look at customers’ specific buying behaviors and past purchases; this will tell you what category of customers they
are and what products they are really interested in:
• What are they buying?
• What do they want to buy?
• What pushes them to decide to buy?
• What might they find appealing?
Communicate and engage with customers via other means, such as through social media channels or when they
are in-store, and use these opportunities to collect even more valuable information.
• Are you listening to what your customers are saying?
• What other data is available from these channels?
Look at channels, such as social media, that customers are using most to engage and interact with your brand; this
will give you the ability to also personalize the ways in which you communicate with them and make your on-page
personalization much more relevant. For instance, you may want to develop a personalized landing page that
promotes a Facebook offer.
• Which avenue is best for reaching out to each customer or segment?
• What does your customers’ use of this channel tell you about their behaviors and desires?
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