What is personalization? It is the art of interacting with consumers in ways that are meaningful to the individual. It might be as simple as a coupon offer for a discount on a favorite item of theirs, but it can be much more.
This article explores the concept as it is being used by non-food retailers, then challenges the food industry to find ways to do the same.
http://www.progressivegrocer.com/top-stories/headlines/online-mobile/id41265/expert-column-making-personalization-more-personal/
Here is a snippet from the piece:
Some leading food retailers have made a lot of progress in personalizing offers; e.g. circulars. This is key to making it easier for customers to find the items they want from among the 30,000 to 40,000 SKU available in a typical grocery store.
But does personalizing the offer go far enough to win the “hearts and minds” of shoppers? A recent study on omnichannel personalization by The CMO Club indicates that the answer may be no. Building on 12 in-depth interviews with CMOs from a cross-section of non-food retailers lead author Nadine Dietz, SVP of global consultancy 5one, to find that these retail marketers are moving beyond just personalization of offers to personalizing the shopping experience and building the bases for future purchases.
Happy Reading,
J.W. Gant
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