With holiday campaign implementation right around the corner (if not already begun), it's important retail brand marketers layer in retargeting as part of their digital strategy. This tactic helps engage users who have expressed interest in the brand and win them back by advertising relevant products to them. This includes consumers who visited your website and took no action, cart abandoners and customers that have made a purchase.
The key to retargeting is personalization and relevance to the consumer. Separate cookie pools should be created in order to target users based on the part of the retailer's site they've visited. Retailers need to make sure they're serving ads to users who have already showed interest in a particular product. By doing so you're providing a quality user experience and aren't wasting impressions on users who have no interest in buying the product.