'With consumers dictating how, when and where they engage with retailers, marketers have less control over brand communication than ever before, making personalization key to delivering the most effective customer experiences at every touch point,' notes Grant Halloran, VP and general manager for Infor Integrated Marketing Management Group.
In a guest article on Multichannel Merchant online magazine headlined "Decluttering the marketing channels with personalization," he continues: 'Amazon has been a leader in personalization for years, but now brick-and-mortar retailers like Wal-Mart are getting in on the game.
'While 94% understand the importance of personalization, many don't know how to do it, with 95% sitting on untapped data. This data is the key to turning a mediocre campaign into a wildly successful one.
'So why is everyone talking about personalization in the first place?
'For starters, it helps improve return on investment. It's no surprise that personalized online and digital experiences get better results. In fact, one study found that personalized website experiences resulted in an average 19% increase in sales. For email, personalization is even more powerful, generating transaction rates and revenue six times higher per email than non-personalized emails. Yet, a different study found that 70 percent of brands don't take advantage of email personalization. Knowing these numbers, why aren't marketers using this information to their advantage?'