Examples
- Emails triggered by what someone browsed or bought
- Product recommendations such as “customers who bought this also bought”
- Website content and offers that change by location, industry or returning visitor
- Remarketing ads showing products someone viewed
- Birthday offers and loyalty rewards
Personalized product recommendations
Online stores use recommendation engines to suggest products based on a visitor’s behavior and on what similar customers bought. Well-placed recommendations on product pages, in the cart and in emails increase the average order value.
Doing it right
- Use data responsibly: collect it with consent where required, and follow the GDPR.
- Be helpful, not creepy: personalization should feel useful, not like surveillance.
- Start simple: segment by a few meaningful attributes before building complex rules.
- Test it: compare personalized and generic versions to confirm the gain.