Personalization has been the marketer’s holy grail since the beginnings of the Kenya Phone Number List and Amazon’s first steps a quarter of a century ago. If until around 2015, we had had few concrete examples to learn since, things started to move significantly under the leadership of a few giants .

The combination of artificial intelligence and real-time Big Data has enabled spectacular developments in online and offline personalization in the retail sector. We are therefore moving from personalization to omnichannel personalization . To provide an overview for the benefit of Visionary Marketing readers, I interviewed Rémi Wojtczak, International Expansion Leader of Synerise , a Polish startup that publishes an integrated personalization platform.

Omnichannel Personalization Is The Key To Success

Personalization is the adaptation of content to the user, based on their behavior. It’s not just limited to websites, but also to mobile apps and offline . We are talking about omnichannel personalization, which is today the key to success in meeting the needs of different user shoppers.


Personalization does not only concern websites, but also mobile and offline As far as online is concerned, personalization can be the use of personal data such as ” Hello Yann, thank you for coming back to ourwebsite The B2B website is the digital showcase for your business. This is the easiest and most efficient way … , here is what may interest you “. It is possible to offer customers relevant products, for example on a food site, vegetarian products for non-consumers of meat.

How To Customize Offline

Offline, if, for example, you have a basket of 5 products, we will use the AI ​​to send personalized coupons based on this basket. In the next step, when personal data is already available, this is what will allow these two worlds to be merged, via a loyalty program or a mobile application, which allows for a “matching” ) via a unique key which is usually the email address.

This is how we will connect these initially incompatible worlds and we will be able to do omnichannel personalization. So we don’t stop at visits. On the other hand, these will make it possible to memorize the customer’s behavior via rules (“rude-based algorithms” in English, or algorithms based on rules) to offer personalized content to eachpersona. The B2B persona allows you to define who your target buyers are. (for example, the vegetarian profile we talked about earlier).

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