Page 36 - How Top Merchants Create the Best Customer Experience

36 HOW RETAILERS CONTINUE TO PERSONALIZE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

Personalization tactics include:

• Homepage presentation (such as featured products)

• Recommendations based on prior purchase behavior

• Suggestions based on browsing behavior

• Abandoned-search emails
• Abandoned-cart emails

• Post-order emails based on prior behavior

• Retailer ads that “follow” users when they visit non-retail sites

LOYALTY PROGRAM AND EMAIL HELP BOOK RETAILER
MARKET TO SHOPPERS

Online book merchant ThriftBooks Global LLC relies on its loyalty
program to gather data about its shopper to then personalize its
site and marketing for them.

“It’s really about building our relationship with our customers,
building our own first-party data and our email list and keeping
that relationship going,” says Barbara Hagen, vice president of

sales and marketing at ThriftBooks.

And with 13 million products on ThriftBooks.com, finding the
right product for each shopper would be a challenge without
personalization. ThriftBooks targets its shoppers with product

recommendations and personalized emails based on the genre of
books the shoppers buy and what promotions appeal to them.

For example, a parent might have bought a book during the summer
that’s assigned reading for their child. The merchant can then use
that data to suggest a book, such as popular books students read
in school, for the shopper when she revisits the site, even if that’s
months later, Hagen says. ThriftBooks will show these product

recommendations on the homepage and search results page.

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