This brand needs to be emulated when it comes to personalizing the user experience.
For the third year in a row, Sephora has topped the retail personalization rankings, according to Sailthru. The rankings surveyed 1,500 US and UK consumers and asked them to rate 250 retailers on how well they use data to personalize consumer experiences across email, website and mobile channels.
Having scored 79 points for all criteria, Sephora secured 1st place. In 2nd place was the department store chain Nordstrom, which managed to significantly improve its performance compared to last year, when it was in 8th place. 3rd place went to the clothing rental service Rent the Runway.
Interestingly, a player like Amazon only managed to get to 56th place (47 points), with a good performance for the website, but with low scores for mobile and email channels. And such a low rating is especially surprising, given that this company was a pioneer in using consumer personal information in order to offer them the most suitable products.
The situation is similar with the network. walmart, which got the 25th place in the rating (55 points) - good performance for the site, but average for other channels.
Sailthru's retailer ranking confirms some of Forrester Research's recent findings, which gave Sephora very high ratings. Then the praise was given to the company's mobile application, which is distinguished by its convenience and functionality.