Personalisation increases business

Retailers M&S, Missguided and JD Williams have reported that personalisation has increased their business sales.

M&S have driven their personalisation on the web by personalising their homepage to returning customers, reminding them of what they have previously purchased. This created a sales lift of almost 6%.

Misssguided have also found benefit in targeting customers individually depending on the country they are in. They have focused on promoting clothing dependent on the seasonal weather. Leanne Fytte, optimisation specialist at Missguided commented that ‘the ultimate goal being one-to-one customer targeting’ in 2016.

JD Williams have focused on mobile personalisation and say the average order values were up by 5%.

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