September 2023
Intermediate to advanced
256 pages
6h 17m
English
Content preview from Omnichannel Retail, 2nd Edition
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The power of personalization
Having looked at the fundamentals of successful loyalty programmes and illustrating how the customer data generated by these schemes can be used to run a business in a better, more customer-centric way, we’re ready to look at direct-to-customer marketing. In this chapter I’ll seek to illustrate how the DIAL model can also be applied to all of your customer communications, showcasing the power of personalization not just as a revenue generation tool but as a way to drive the behaviour you seek in the most economical way.
The concept of personalization is not new, and it’s something that has been increasingly embraced by retail marketers and advertisers over the last four or so decades. All the way back in 1998, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.