An initiative to help companies provide memorable experiences in email and all digital channels was unveiled by RichRelevance yesterday at NRF 2018.
The new service, RichRelevance Experience Personalization, is designed to “turn every digital interaction into a personal experience” and increase engagement across the customer lifecycle, states Carl Theobald, president and CEO of RichRelevance.
The company claims that the standard marketing approach -- consisting of segmentation, email campaigns, website promotions and journey mapping -- is based too much on one-way push communications. Attempts at personalization are sporadic, it adds.
The firm quotes B. Joseph Pine II, author of The Experience Economy, who says: "The true measure of success in the Experience Economy is 'time well spent' versus 'time well saved'."
But he also notes that "most companies have focused on efficiency to remove friction and provide convenience."
Theobald adds that "most of us spend a very large and increasing percentage of time online, yet most digital interactions are cold and impersonal," according to RichRelevance.
The company cites findings that 83% of retailers feel that delivering personal experiences is critical to differentiating their brand.
RichRelevance serves over 200 large brands in both B2C and B2B. They include Barneys New York, Marks & Spencer, and Office Depot.
The company uses AI technologies to provide meaningful experiences across the customer lifecycle, it says.