All marketers think about using the data consumers provide them to develop personalized content and communications. But, individualization extends farther than that. Take a minute to learn more about how to individualize your marketing with data and technology.
(Marketing in a Minute Transcription)
I was at a conference last month in Dallas, and was lucky enough to hear the head of digital innovation at Neiman Marcus share their perspective on personalization. Boy, do they have it figured out.
For them, it’s about combining the vast amount of data they get from their customers with the technology that makes that data usable.
We all think about using the data consumers provide to develop personalized content and communications, but individualization extends farther than that.
Amazon and Netflix use consumer data to make product recommendations based on product purchase history. Companies like Kroger use this data to offer relevant coupons and discounts.
Neiman Marcus uses this data to provide helpful and personable customer service and saves this data for more convenient future experiences.
Whether it’s the e-tags on the merchandise so the sales associates know exactly what is brought into the fitting room so they can make product recommendations, or the memory mirror, so you can try on clothes, have it recorded and review multiple outfits - on you - side by side –
It’s the combination of data and technology that is allowing marketers to provide consumers with that truly individualized experience.