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Drapers 2019 Recap: Personalisation is at the Forefront of Retail

May 22, 2019

The 2019 Drapers Digital Festival was a success! The True Fit team met with some of the industry’s retailers, brands, and technology partners last week in London to discuss true 1-to-1 personalisation and the power data brings to digital innovation.

Did you have a chance to stop by our stand?
We hosted runway shows throughout the day, showcasing the latest fashions by clients Samsoe & Samsoe, Ba&sh, Ivy & Oak, Boden and 7 for All Mankind.

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Did you catch the keynote about the power that true one-to-one personalisation has across the customer journey? 
It’s no secret that the consumer shopping journey is at the forefront of the retail industry’s agenda. Customers today expect to receive not just digitally advanced shopping experiences, but also a sense that the retailer looks at consumer’s individual preferences rather than grouping together “like” customers. Lars Rabe, Managing Director EMEA, True Fit, discussed the necessity of truly personalized shopping experiences, in the keynote address.

Rabe said, “Consumers are bombarded by irrelevant ads across all their devices, they receive an ad for a pair of jeans they have already purchased over and over again. Retailers can only truly personalise when consumer, product, and transaction data is combined with data science and artificial intelligence.” 

The three key takeaways about true 1-to-1 personalisation were::

  • The “Personalisation Gap” or divergence between consumer expectations and retail reality, is accelerating.

  • To better personalise the customer experience, retailers need to understand and master consumer, product, and transaction data.

  • To scale personalisation across the customer journey, retailers should consider a data platform.

Have you heard of Matched Cohort Analysis?
In order to personalise all aspects of consumer shopping journeys, many retailers must implement different tests in order to determine which website attributes perform best (wording, colors, design etc.). For a long time, A/B test have served as an industry standard in performing these tests. However, these tests often result in inaccuracies, longer test times, and potential failure.

Mike Woodward, Head of Analytics and Insights, True Fit offers brand and retailers an alternative form of testing called Matched Cohort Analysis (MCA). Through MCA, retailers can expect faster, more accurate results that reduce many of the issues associated with traditional A/B tests.

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Congratulations to Drapers Digital Awards recipients! True Fit’s Co-Founder, Romney Evans, is pictured above presenting the coveted Introduction to the Drapers Hall of Fame Award to PrettyLittleThing founder Umar Kamani. Marks & Spencer won the award for Best Use of Digital Personalisation. Congrats to all the other winners at Drapers Digital Festival Awards!


Photos by: Drapers