The following post first appeared on Ernan’s Insights on Marketing and is republished with permission from the author, Ernan Roman, a long time DMA member and well known “Voice of the Customer” consultant and author.
The Challenge: Many companies are still not using preference based personalization. This compromises relevance and sacrifices engagement and potential sales.
- Men’s Wearhouse captures data from every customer touch point, mines behavioral signals using advanced predictive algorithms and overlays deep retail domain knowledge.
- They are extending their personalized experience to email as well.
- The company has in-store wardrobe consultants to help its customers. This service continues the online experience which offers a website for itsfull offerings as well as a separate website just for tuxedos by type of occasion. The Tux Sites features a dedicated Wedding Planner that can be contacted online or via an iPhone app.
- Overall Men’s Wearhouse is an example of a forward-looking retailer that understands the importance of delivering clients a consistent, personalized experience.
- 59% of shoppers said that it is easier to find what they’re looking for when retailers personalize the shopping experience. So make it easy for your customers to find and buy what you have to sell.
- 40% of consumers said they buy more from retailers that personalize shopping across all channels. So make sure your personalization experience extends to every aspect of your customer experience and interactions.
- Retailers that remember the shopping behavior of individual consumers and use it to personalize future experiences are being rewarded — consumers are more engaged and purchase more. So be sure you have in place accurate and easily updated CRM practices and technology.