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2018 Retail Personalization Index

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2018 Retail Personalization Index 2018 Retail Personalization Index The industry’s most comprehensive guide to modern personalization and customer experience management, covering 100 innovative retail leaders. Personalization is a game-charger for marketers, but executing it is easier said than done. That’s why we launched our first Retail Personalization Index last year. We surveyed 13,000 consumers and based on their responses, we developed a proprietary methodology for experiencing and evaluating 100 global retail and ecommerce brands. We browsed websites, signed up for emails, and downloaded mobile apps. Then we began analyzing what came next. Were the product recommendations relevant? Did newsletter content reflect our browser history? How integrated was the entire experience across different channels? In other words, did they show us that they know us? Inspired by its response — global leaders like Macy’s, Lowe’s and Office Depot got their scores to see how they compared to the rest of the top 100 — we decided to do it again. But this year, we went bigger, evaluating more than 250 brands in fashion and apparel, health and beauty, marketplace, pets, jewelry and every category in between. There were some clear standouts last year, like Sephora, JustFab and Walmart. All three improved their personalization capabilities and maintained their superstar status. At the same time, brands like Urban Outfitters and The Body Shop improved even more, joining them at the top of the list. Learn more about Sailthru’s Personalization Index here including viewing the top-ranked brands, getting your own experience score, and accessing resources to help define your own personalization roadmap. SCORE: 92 WEBSITE: 30/30 EMAIL: 30/30 MOBILE: 15/15 OTHER: 17/25 Sephora’s obsession with its customer journey allows shoppers to keep track of each purchase location, choose between favorite store locations and quickly locate one of the beauty empire’s 2,300 worldwide storefronts. Sephora builds its brand through shows and community events, offering unique in-store services to customers, like appointments with makeup professionals. Sephora, though younger than most brands on our list, retains its balance in a digital-obsessed landscape, ensuring its online presence doesn’t overshadow the in-person ‘experience’ that consumers can gain through interacting with Sephora’s products and brand. Why we love Sephora: • Seamless integration across all channels, including physical stores • Best-in-class mobile app leads in customer experience and personalization • Tri-tiered “Beauty Insider” program is abundant with lavish rewards and gifts • All the bells and whistles, like virtual try-on, foundation match tools, and more SCORE: 84 WEBSITE: 30/30 EMAIL: 23/30 MOBILE: 15/15 OTHER: 16/25 The Body Shop jumped 49 spots this year with its cross-channel approach to personalization and perfectly on-brand experience. The brand encourages reward members to donate a portion of their rewards to charity, but it may be too hard to resist using points on the wide variety of recommendations offered, and robust retargeting campaigns. Why we love The Body Shop: • Recommendations for a shopper’s specific skin type • Gorgeous, well-designed website with “recommendations for you” • “Love Your Body” rewards club for exclusive perks — IT’S A TIE! — SCORE: 81 WEBSITE: 27/30 EMAIL: 26/30 MOBILE: 10/15 OTHER: 18/25 The trend-forward fashion and apparel chain overhauled its personalization strategy just in time for this year’s Index. Coming in at 54 last year, Urban’s entire experience improved with curated product suggestions, personalized abandoned cart emails and a mobile app with robust personalization and a thoughtful push notification cadence. Why we love Urban Outfitters: • Content-rich mobile app with an entire recommended section • Clean, fun, on-brand website packed with recommendations and filtering tools • “UO Rewards” connects all customer activities with liberal rewards — IT’S A TIE! — SCORE: 81 WEBSITE: 27/30 EMAIL: 22/30 MOBILE: 15/15 OTHER: 17/25 While Walmart has been busy acquiring popular digital-first brands like Bonobos, Jet.com and ModCloth, the big box store has also been investing deeply in personalization. Recently, Walmart reported a 40% increase in ecommerce sales, proving that Walmart’s efforts to modernize across channels is translating into real dollars (and a 12-point score increase on our Index.) Why we love Walmart: • Modern digital properties, with significant in-store features • “Popular near you” and “Buy together and save” recommendations • Seamlessly integrated mobile app with Walmart Pay, a biometric fast checkout SCORE: 78 WEBSITE: 28/30 EMAIL: 27/30 MOBILE: 15/15 OTHER: 8/25 eBay landed fifth on the list with the strongest retargeting campaign of previously viewed and abandoned items we’ve seen all year. In May 2018, eBay came up with a simple personalization strategy — outright asking customers what they want to see, and while it publicly spoke about big investments in personalization, eBay’s score held steady at 62 points year over year. Why we love eBay: • Richly personalized mobile app, including in-app messenger • Emails contain highly relevant product and deal recommendations • Daily Deals section that is personalized by categories buyers have searched — IT’S A TIE! — SCORE: 77 WEBSITE: 23/30 EMAIL: 25/30 MOBILE: 11/15 OTHER: 18/25 Valued at $3.6 billion, American Eagle Outfitters is well known for its Aerie campaign — showing real women of all shapes and sizes in affordable lingerie and swimwear. The brand targets its audience, predominantly 15-26 year-olds, with digital- forward marketing, like its release of personal- shopper bots on Facebook Messenger this year. Why we love American Eagle: • “Inspiration” content strikes the right balance of content and commerce • Mobile app integrates across properties, even with its 1,000+ stores • “Frequently bought together” and “More looks to love” recommendations — IT’S A TIE! — SCORE: 77 WEBSITE: 28/30 EMAIL: 20/30 MOBILE: 15/15 OTHER: 14/25 Net-a-Porter, valued at $1.8 billion, offers fashion products to high-end clientele with a stream of editorial content running through its app and website. Skin, art, style, makeup — no topic goes uncovered. The brand has an international appeal, with fashion consultants who are available 24/7 and speak 14 languages. Why we love Net-a-Porter: • Excellently curated content on “The Chic List” • “Complete the look” and “How to wear it” recommendations • Smart approach to cross-channel messaging with high-quality content — IT’S A TIE! — SCORE: 75 WEBSITE: 30/30 EMAIL: 30/30 MOBILE: 0/15 OTHER: 15/25 Conceived with personalization at its core, other retailers have just begun to catch up to JustFab’s revolutionary subscription-based model that takes 1:1 personalization with customers to the next level. The fast-growing fast fashion retailer is a clear leader in digital personalization with perfect scores in site and email. Why we love JustFab: • Customer onboarding featuring in-depth style quiz and suggestion engine • The most robust email content personalization on the Index • Smartest approach to triggered messaging that we evaluated — IT’S A TIE! — SCORE: 75 WEBSITE: 24/30 EMAIL: 23/30 MOBILE: 11/15 OTHER: 17/25 Nordstrom’s obsession with customer service began in 1901 when it opened as a shoe-retailer with signature white-glove service. Today it is one of the few department stores to transition to a truly modern CX. Its site provides personal shopper- esque recommendations and easy to navigate categories. Nordstrom’s much-loved mobile app even has a 4.9-star rating on the App Store. Why we love Nordstrom: • Best-in-class website UX with a standout variety of recommendations • Fully-loaded app to book store appointments and easily navigate 1000’s of SKUs • Renowned customer-first service that threads through digital properties — IT’S A TIE! — SCORE: 73 WEBSITE: 25/30 EMAIL: 24/30 MOBILE: 15/15 OTHER: 9/25 Adidas has recently been experiencing a resurgence with the comeback of its iconic Stan Smith tennis shoes. Add in a presence at the World Cup and super tech-forward new offerings and Adidas is ahead of the competition. The brand jumped to be tied for 10th place, after ranking 33rd last year in our Index. Why we love Adidas: • Beautifully designed and outfitted website, featuring helpful product content • “Complete the look” and “you may also like” recommendations • Solid mobile app with relevant push notifications that improve over time — IT’S A TIE! — SCORE: 73 WEBSITE: 30/30 EMAIL: 30/30 MOBILE: 0/15 OTHER: 13/25 ShoeDazzle, the tech-savvy sister brand of JustFab, segments its customers with the same thoughtful onboarding, personalization quiz and curated product- suggestion strategy for VIP members. As shoppers engage, it builds a relationship based on browsing history, implicit and explicit interests, and more. Why we love Shoedazzle: • Like JustFab, ShoeDazzle’s emails are personalized to infinity and beyond • “The Platform” blog seamlessly integrates products into expert articles • Product recommendations personalized down to shoe type and style 2018 Retail Personalization Index 2018 2018 Website Email Mobile Other BRAND Rank Score Score Score Score Score 1 Sephora 92 30 30 15 17 2 The Body Shop 84 30 23 15 16 3 Walmart 81 27 22 15 17 3 Urban Outfitters 81 27 26 10 18 5 eBay 78 28 27 15 8 6 Net-a-Porter 77 28 20 15 14 6 American Eagle Oufitters 77 23 25 11 18 8 Nordstrom 75 24 23 11 17 8 JustFab 75 30 30 0 15 10 Adidas 73 25 24 15 9 10 ShoeDazzle 73 30 30 0 13 12 Nike 72 28 16 11 17 12 Frank and Oak 72 29 17 10 16 14 DSW 71 17 30 15 9 15 The RealReal 70 25 21 15 9 15 Fabletics 70 27 29 0 14 17 Shopbop 69 23 25 11 10 17 Bed Bath & Beyond 69 27 12 14 16 19 PacSun 68 19 22 15 12 19 Petco 68 21 22 8 17 21 Best Buy 66 28 12 11 15 22 REI 64 20 20 10 14 22 Office Depot 64 25 21 10 8 24 Vans 63 22 16 10 15 2018 2018 Website Email Mobile Other BRAND Rank Score Score Score Score Score 24 PetSmart 63 24 9 14 16 26 Neiman Marcus 62 26 17 10 9 26 Craftsy 62 28 21 5 8 26 Rent the Runway 62 21 17 11 13 29 L.L.
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