Personalizing messages: It's more than just a name

When it comes to today's consumer they are smart, savvy and know where to find bargains. The problem? Every day a new etailer or brand opens an online store. With the number of etailers already online it is no wonder that consumers don't always find exactly the right fit. Enter a new trend called personalization.

by Kristina Knight

First, a personalized ad does not only have a consumer's name attached to it. To perform well, personalized ads need to have shopping data attached so that merchants can serve the right ad at the right time.

"[ChoiceStream uses] shopping behavior and data to predict a 'most likely' next purchase for consumers," said Cheryl Kellond, Senior Vice President of Advertising for ChoiceStream. "Shopping data is the 'holy grail' and with it we're able to predict what individuals are likely to buy or be in market for next. This information can be placed into purchase recommendations to etailers, in-store kiosks, emails, etc. to personalize communications with consumers."

Online retailers Zappos.com recently signed with ChoiceStream to use their Real Relevance platform to provide consumers with a more personalized shopping experience. Through the partnership ChoiceStream will reveal relevant product recommendations based on consumers' past purchases and shopping habits. The product recommendations are offered throughout Zappos site.

"Shopping data is a stronger indicator of purchase intent," said Ms. Kellond. "Zappos.com has built their business around a personal relationship with the customer. To see them integrate ChoiceStream with that it is going to give them recommendations and information that is direct for [the consumer]."

By offering this type of personalized recommendation, merchants have a better chance at keeping the consumer engaged and on-site.

Tags: ChoiceStream, ecommerce, etailers, personalized advertising, purchase recommendation, shopping data, Zappos