Customer Service

Best Buy, DSW, Sephora, Thrive Market, Adidas tops in personalization

Photo by istock.com

April 15, 2022

When it comes to value-driven personalization five retailers are excelling: Thrive Market, Sephora, Best Buy, DSW and Adidas.

Sephora and Thrive Market tied for first place in Sailthru's fifth annual retail personalization index. Thrive shared the top slot given an "insights-driven approach" to email and mobile, while Sephora provides a "robust connection" between offline and online channels, according to a press release.

DSW earned the third spot for personalized communications during a customer's first interactions with the brand and an online shopping experience that mirrors the one in store.

"Over the past two years, brands have had to focus on short-term gains, whereas consumers have increased their expectations for meaningful personalization both online and in store. That means there is now a lot of work to be done in order for brands to meet these new customer expectations and see successful revenue generation at the same time," Jason Grunberg, general manager at Sailthru, said in the release. "With more retailers turning to zero- and first-party data strategies to drive the future of marketing, it is more important than ever to create value-driven personalized engagement with customers to collect insights that offer continuously better experiences — and revenue opportunities — across every touchpoint."

"We are thrilled to have been crowned as a top performing brand in this year's retail personalization Index. Personalization is integrated into our entire customer strategy, from the moment someone lands on our webpage, to our ongoing relationship on email and on our app. Our approach to personalization creates incredible value for our members — and drives strong performance for the business," Lindsay McGovern, senior director of CRM and lifestyle at Thrive Market, said in the release. "We see an accelerated first-to-purchase experience, stronger repeat purchase rates and higher overall lifetime value."

Ranked sixth, Fabletics scored highest in email for its advanced product filtering and curated product recommendations among many features.