PPB May 2020

G iven that personalization has become a dominant mantra among marketers these days, there’s no surprise about the number of solutions available that can significantly personalize a customer’s website experience. These types of services are able to personalize a site to instantly change images, text, colors and more, based on the visitor. It does this by amassing an ever-growing data profile on each of your customers and visitors. Essentially, once the service has this detailed data profile, it’s simply a matter of matching the content alternatives with the demographics and habits of the person visiting your site. “Website personalization is extremely important and advantageous in themarketing and sales space—especially nowadays,” says Lawrence Giles at Kensington, Pennsylvania- based supplier Polyconcept North America. “Why would we not want every experience to feel as though it was tailor-made just for us?” Dale Denham, MAS+, senior vice president and chief information officer at Lewiston, Maine-based distributor Geiger, agrees—as long as companies get web personalization just right. “As with any technology, the execution is what matters,” Denham says. “Changing the content of what you show a customer is the most powerful way to personalize a site. Whether you base it on what industry they represent or what products they have purchased in the past, communicating that you know and understand that visitor or customer is a TECH TALK Website Personalization Digitized charm, at your service. by Joe Dysart “Why would we not want every experience to feel as though it was tailor-made just for us?” — Lawrence Giles Polyconcept North America 52 | MAY 2020 | THINK