January 29, 2010, 12:00 AM

Personalization Plus

(Page 2 of 2)

Hoeppner notes that the personalized content has contributed to the retailer`s 18% year-over-year rise in sales for the fiscal year ended Oct. 31, 2009, though he adds that other efforts in search marketing and e-mail marketing also contributed to the growth.

In 2010, Coastal Contacts expects to continue building on its site personalization to drive further growth, Hoeppner says. This may also include using the Unica application to support personalized e-mail marketing, a feature of Interactive Marketing OnDemand that the retailer didn`t get around to using last year, he says.

"2010 will be a big year to continue driving personalization by personalizing the consumer experience on our site and in marketing," he says.

Unica`s Interactive Marketing OnDemand application ranges in cost from $30,000 to $500,000 or more in annual subscription fees, according to Elana Anderson, Unica`s vice president of product.

Such an investment can be justified if it helps an online retailer deliver a personalized experience that keeps shoppers coming back. Combining personalization with other technologies, such as site search, image capture and analytics, can produce an overall experience that`s greater than the sum of its parts.

paul@verticalwebmedia.com

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Xavier Pavie / E-Commerce

Seven reasons for Alibaba’s success

One big one: attracting sellers by eliminating listing fees.

FPO

Pini Yakuel / E-Commerce

5 retention strategies for online retailers

Marketers must focus on getting customers to stay, and not burn them out with untargeted ...

Advertisement