Achieving a personalized experience for your customers is not an initiative that can be rolled out overnight. Learn how JustFab approached its testing journey and five key
tips for personalization from its VP of Marketing & CRM, Monica Deretich, who presented at MediaPost’s Email Insider Summit in December 2018. (Here’s a link to the video presentation.)
To change the way women shop.
The brand has four pillars: personalization, inspiring members, giving her value for price, and building community.
Personalization is a staple JustFab is talking about every day. It’s
a journey, not an overnight achievement.
It found its revenue-per-customer increased as the level of personalization increased. “Fashion is personal,” said Deretich. JustFab uses
data to better serve its customers.
Visitors provide name, shoe size, style preferences. So the brand has really rich data. It captures what a customer’s browsing, and adding to her wish
list. It gives her personlized monthly boutiques. Shows her what she wants to see. Plus-size women see plus-sized models.
- Defined batch and blast email
segmentation, with a 9% lift in email CTR
- Personalized send time: 42% lift
- Geo-location email
personalization: 21% build in RPM
1. The best personalization is not always apparent to the customer.
2. Building the foundation by collecting data
from your customer is key.
3. Commit to many testing iterations.
4. Partner with your vendors on strategies.
5. Share learning across other departments to maximize
personalization tactics in as many channels as possible.