E-Commerce Times Talkback
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Brick and mortar merchandisers' shift from a product-centric to a customer-centric mentality is examined in a recent report from Gartner. By starting backwards from the known profiles of shoppers in every ZIP code, merchandisers can create extremely granular assortments for each store to increase sales and create loyalty. What struck me most about this report was that merchandisers in the offline world are personalizing their strategies in spite of the serious constraints working against them: supply chain complexity, marketing costs, shelf-space limitations and the like.
What an excellent piece! The same factors that have allowed e-tailer catalogs to explode are the ones that should allow a dynamically generated personal experience for each user. There's no reason to show me monster truck ads if I'm not a monster truck fan. It's not useful to me, the advertiser, or the company whose products I might actually care about, who's losing the opportunity to connect with me. I used your article as the basis for a blog post today, and I'll look forward to more of your work.