Some retailers have already started down this path to move beyond established, though still rudimentary, personalization practices. Some 44 percent of CMOs say that frontline employees will rely on insights from advanced analytics to provide a personalized offering 40 percent say that personal shoppers will use AI-enabled tools to improve service and 37 percent say that facial recognition, location recognition, and biometric sensors will become more widely used. Our survey data suggest that “offline” person-to-person experiences will be the next horizon for personalization. One area where the implications could be significant is in store visits.

Over the next five years, we will see three major shifts in personalization: Physical spaces will be ‘digitized’įewer than 10 percent of the companies we surveyed currently deploy personalization beyond digital channels in a systematic way.

Three major shifts will make personalization more personal Read on to learn what it will take to win tomorrow’s personalization game. Positioning businesses to win requires understanding the three main shifts in personalization and building up the necessary skills and capabilities to respond to them. Today’s personalization leaders have found proven ways to drive 5 to 15 percent increases in revenue and 10 to 30 percent increases in marketing-spend efficiency-predominantly by deploying product recommendations and triggered communications within singular channels. But there’s a big incentive to figure it out. A recent McKinsey survey of senior marketing leaders finds that only 15 percent of CMOs believe their company is on the right track with personalization. While these opportunities are exciting, most marketers feel underequipped to deliver.

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