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Scott Brave
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2. Increased focus on scaling across touchpoints: Even just a few years ago shoppers would interact with online retailers through only a couple of touchpoints: websites and perhaps email. Today, the number of touchpoints has exploded, encompassing chat, mobile apps, tablets, social networks and so on. For personalization to succeed in 2012, it must provide consistent recommendations across all touchpoints in order to have impact on a consumer. If an electronics retailer's customer sees a message about Xbox games on her iPhone and refrigerators in email messages, neither promotion will likely resonate.
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Scott Brave
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