Zara

Five Guiding Principles

for Creating a Tailored Online Experience

Table of Contents
Introduction ..........................................................................Pg 1 1 2 3 4 5 Have data, will target ........................................................... Pg 2 Keep up with the times ........................................................ Pg 3 Hear where they’re coming from .......................................... Pg 4 Put your personalization to the test ...................................... Pg 5 The picture comes together ................................................. Pg 6 Additional Resources ............................................................Pg 7

VII: Five Guiding Principles for Creating a Tailored Online Experience

You’ve been talking to your customers for a long time now.
Wouldn’t you like to spend more time listening? With advanced personalization techniques, you can capture so much data, it’s like having the voice of the customer speaking to you through everything they do. Every time you capture their actions, you fill in another dimension of their customer profile–one you can use to continue the dialog. Integration of offline and online data is vital, but it has to be seamless, or there will be gaps in the customer story. If, for example, a customer purchased in a store or over the phone instead of converting online, you need to know that in order to up sell and cross sell to them effectively. Otherwise you might find yourself continually pitching offers for something they already have. The next dimension is one that takes place over time. People are only human–they change their minds quickly. It can be difficult to keep up with the shifting moods and changing needs of your customers. But with up-to-the-moment data about where they’ve been and what they’re doing, you can know–and accurately predict–what they’ll want next. And what’s more, you can use that information to enrich the insights you’ve developed for