One of the most common questions I get is “Who does personalization really well?” And at its heart, great personalization is about effectively deciding which products (or offers) from a deep product catalog to showcase when and to whom. Ever since Gilt Groupe founder Alexis Maybank spoke at one of Forrester’s eBusiness Forums and talked about the scores of email iterations her company executes with every email drop, Gilt is usually at the top of my list of answers. It’s particularly impressive because anyone in luxury knows that scaling digital content and creating personalized experiences is incredibly difficult because of luxury’s especially cumbersome creative processes.
Well, now they’re taking it even further, going beyond the company’s implicit personalization (subtly varying content and layout on the Gilt homepage or emails, largely unbeknownst to shoppers) to the company’s first ever explicit personalization efforts. CIO Steve Jacobs walked me through the new feature last week: a new box titled “Your Personal Sale” (for most users that Gilt has data about), which links to a special page of curated items that varies for every customer.