Retailers shift their ad spending from TV, radio and print ads to digital ads.
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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.