CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
Yesterday's personalization methods won't work in today's mobile and multifaceted retail world.
Online retailers sell more when they present a web site visitor products and content tailored to her interests. And as consumers' Internet usage patterns evolve—with shoppers spending a tremendous amount of time on social networks and on news and entertainment sites, for example—a data-savvy e-retailer can use a shopper's behavioral data to personalize its site content even for a shopper who has never visited the retailer's site.
In short, retailers have to rethink their personalization strategies in light of evolving consumer preferences and behaviors in order to present content that is timely and relevant today, and in the future.