The ‘Art and Science’ Behind Customer Personalization

Meyar Sheik, formerly the cofounder of Certona and now president and chief commerce officer at Kibo Commerce, sees the shopper’s journey as a never-ending process that offers rich opportunities for brands and retailers. And Sheik, who is a member of the Shop.org board as well as a member of the NRF’s digital council, said the fashion industry “still has plenty to do in the personalization space.” Here, Sheik discusses trends in fashion and retail consumer personalization trends and strategies, as well as how companies can do a better job of engaging customers. WWD: How has personalization technology changed over the past 10 years?     Meyar Sheik: I think the most significant milestone we’ve seen from working with different retailers across various verticals as well as brands and business-to-business manufacturers is how the multichannel and omnichannel aspects of personalization have evolved throughout the years. Personalization has finally reached the maturity point where it’s all about the shopper. And today’s shopper no longer tolerates siloed channels or touch points. They want a consistent experience across the board that provides real-time personalization. Personalization really originated in the e-commerce space with Amazon and its recommendations that were pioneered using behavioral data and transactional data specific to the shopper. It

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