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Strategizing for omnichannel personalization at scale
2026-02-28 18:48 Diff
https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/
Summarize this articleHere’s what you need to know:
Omnichannel personalization hinges on a unified data set and personalization APIs to provide a seamless customer journey across channels.
Focus on high-value channels and target your audience strategically using data-driven insights.
Examples of omnichannel personalization include tailoring email content, retargeting ads, and personalizing chatbot recommendations.
Don’t neglect personalizing the call center experience, mobile app elements, and digital kiosks.
Remember, there’s no one-size-fits-all approach. Carefully consider your data, strategies, and resources before implementing new personalization tactics.
Once the main vehicle for how brands connected with visitors online, these days, the website is just one of many channels used to nurture relationships and influence purchase decisions. From email to mobile app, call centers, digital kiosks, and more, brands are discovering the key to acquiring and maintaining customers requires delivering a tailored experience, regardless of whether they are interacting on-site, or off.
In this blog post, we’ll outline some important considerations when it comes to incorporating various channels and touchpoints within your personalization strategy as well as highlight some high-impact use cases for each.
Establishment of a cohesive data set

Much like how proper website personalization relies on a complete 360 degree/single view of the customer, so too does experience optimization across channels. It is, therefore, incredibly important that vital information such as real-time behavior on-site, online and offline conversion history, geography, product affinities, cross-device activity, or any other piece of data acquired about a visitor is able to flow freely throughout your marketing stack to maintain consistency and relevancy in experiences from one channel to the next.
However, the more systems of engagement (SoE) employed to handle various areas of your customer experience, the greater the likelihood you will face issues with data fragmentation. Built to integrate, consolidate, and unify data from any available source, an omnichannel personalization platform is recommended to achieve this level of cohesion.
The shift to APIs

As more channels are added to the customer journey, Product & Engineering teams must now work in tandem with Marketing to build experiences that will engage audiences in new and meaningful ways. To do this with a greater degree of flexibility and control, many are turning to Application Programming Interfaces (APIs), allowing them to embed personalization and user-level data into:
Mobile apps
Digital displays
Interactive screens
Clienteling apps
Point-of-sale (POS)
Call centers
Though much more involved, implementation via the server-side approach comes with many advantages over the traditional client-side approach, offering full visibility into all relevant aspects of a user’s online experience, including their behavior, the messaging they have been exposed to in each channel (certain test variations or recommendation strategies, etc.), as well as how they engaged with it. And as decisioning happens centrally, it is much easier for teams to orchestrate all their apps – be it web, native, hybrid, or whatever the next trend is. Lastly, it simplifies linking between the various channels and devices, executing based on a customer’s full data profile.
ICYMI, Dynamic Yield is offering a free 14-day exPerience APIs trial. Simply sign-up for access to a sandbox environment and start playing.
Identify strategic areas of opportunity

Before attempting to get in front of consumers in as many places as possible, you should carefully balance the need to optimize existing traditional digital channels and those that are considered emerging. For even though expectations are constantly rising, this pressure to be everywhere can often have adverse effects on the overall customer experience, especially if teams don’t have a clear understanding of how business value can be derived from a specific channel.
Like with any test idea, you can vet channels and touchpoints to experiment with using the same tried-and-true personalization framework, identifying strategic opportunities from within your data to inform decision-making.
Ask yourself:
Who are my buyers?
What are my high-value acquisition channels?
Which customers exhibit strong lifetime value?
Where are customers dropping off in the purchase funnel?
What are each customer’s preferred devices and channels to be engaged on?
What utility can I provide current customers to increase loyalty?
Once you’ve gleaned enough insights, you can better prioritize which channels to incorporate within your testing roadmap, even factoring in room to play around with digital touchpoints outside of your current marketing ecosystem.
Cross-channel personalization use cases

Now that you know which channels you’d like to scale your efforts to, it’s time to determine the types of use cases you can implement to maximize your impact. Below, find a few personalization examples of how leading brands are delivering tailored experiences across a variety of channels and touchpoints.
Tailor email content based on key events

When compared to other channels such as social media, display ads, and video marketing, 59% of marketers cited email as their biggest source of ROI. Yet despite the demand from email, there is often a disconnect between what happens on-site and in the inbox.
To close the gap and ensure high engagement, you can test sending emails with personalized content and recommendations, or trigger automated emails based on real-time behavior and important lifecycle events.
For example, if a visitor leaves the site with items in their cart, use the chance to remind them of what has been left behind and offer promotional deals to help close the conversion loop.
A real example from the second-largest online grocery retailer in the world on how it recaptures cart abandoners using triggered emails with personalized recommendations to remind visitors about items in their basket. Learn more about sending time-based cart abandonment emails with recommendations.
Optimize retargeting campaigns on paid media

While WordStream claims retargeting ads are, on average, 76% more likely to be clicked on than a typical display ad, a separate study from Nanigans found that 88% of consumers see ads for products they’ve already purchased.
Without accurate audience data, ad campaigns can quickly become “spray and pray” rather than finely tuned to a specific audience segment or individual. But leveraging a unified and up-to-date dataset from which to build experience, you can deliver correctly targeted campaigns for even greater results.
For example, you could run a campaign based on purchase history to avoid shoppers who already converted, recouping potentially wasted media spend and improving the overall end-user experience.
Recommend personalized items within chatbots

In a report by Juniper Research, chatbot interactions are forecasted to generate $112 billion in retail sales (in the form of cost savings) over the next few years, representing a huge area of opportunity for marketers.
An excellent tool for providing answers to simple questions, easing the communication process, and quickly resolving complaints, while great for streamlining support, chatbots can also be utilized to personalize the customer experience.
Imagine a customer is waiting to be connected to a sales representative – you can capitalize on the valuable time and attention by showcasing additional items of interest from within the chatbot screen based on contextual and behavioral data.
An example of how a tea and wellness retailer keeps site visitors engaged and recommends products, even as they wait to connect with a Support representative via chatbot.
Tailor call center communications

While chatbots and self-service solutions continue to grow online, call centers remain a major point of customer interaction for brands across industries such as financial services, travel and hospitality, media and telecommunications, online retail, and others.
However, many times, customer service representatives lack the critical user information necessary to contextualize inbound phone calls, creating a frustrating support experience.
Now, let’s consider the impact of having access to a caller’s complete data profile – using information captured on-site along with their past purchase history, preferences, and more, you can better facilitate the shopping journey by tailoring communications and even recommendations to the individual over the phone.
Dynamically change mobile app elements

According to Comscore, mobile apps now account for 63% of time spent with digital media, a 13% increase from 50% in 2017. Additionally, time spent consuming retail content via mobile apps has reached 62%, 2X more than that of desktop and 4X more than mobile web.
With a surge in mobile app usage, consumers have made their preference for navigating the online experience clear, and teams should do their best to employ strategies that provide channel-specific value and are optimized for smaller screens.
As an example, the process of clicking through category pages and layering in filters can be time-consuming on mobile. So instead of forcing the user to start this work from scratch, personalize the navigation experience, surfacing filters according to each user’s unique affinities.
Utilize digital kiosks for product discovery

More and more retail may be moving online, but people will always enjoy the benefits brick and mortar provides, which is why companies like Amazon and many others are prioritizing truly immersive in-store experiences.
Outside of cashier-less checkout and advanced facial recognition technology, digital kiosks offer a unique, two-way channel of interaction between a brand and its customers, collecting pertinent information about their preferences and needs that can be used to influence the omnichannel retail experience in-store and online.
For instance, you can prompt users to complete a guided survey to learn more about the purpose of their visit or any product preferences they may have, highlighting relevant items and even where to find them in the store.
There is no one customer journey

If the influx in channels and touchpoints has taught us anything, it’s that there is no one path to purchase anymore, presenting additional opportunities to engage with and influence consumers in a multitude of places. But if teams want to extend the customer experience beyond their existing scope, they’ll need to do some work up front to make sure the data, strategies, and resources are in place to succeed with every new outlet.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-130513" class="et_pb_post post-130513 lesson type-lesson status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-customer-experience-management article-tags-marketing-strategies article-tags-offsite-personalization article-tags-personalization-and-testing-frameworks article-tags-personalization-within-the-organization article-function-conversion-optimization article-function-leadership article-function-marketing article-function-product-management article-type-tactical-guides article-type-thought-leadership course-personalization-and-targeting"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dbcdeb"><div class="lesson-content-sidebar-header"><h4>Personalization &amp; Targeting Course</h4></div><style>@media only screen and (max-width: 1199px) {
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                                }</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/web-personalization/">Introduction to website personalization</a> <span class="mark-as-read" data-id="105"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/opportunity-cost-personalization/">The opportunity cost associated with personalization</a> <span class="mark-as-read" data-id="96260"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/roles-of-a-personalization-and-optimization-team/">The Roles &#038; Structure of an Agile Personalization &#038; Optimization Team</a> <span class="mark-as-read" data-id="8302"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/a-scalable-personalization-framework/">Building a personalization framework designed to scale</a> <span class="mark-as-read" data-id="118341"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/anonymous-visitor-tracking/">Segmentation and targeting for anonymous visitors</a> <span class="mark-as-read" data-id="26391"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/targeting-high-value-customers/">Identifying your most valuable customer segments</a> <span class="mark-as-read" data-id="116933"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/personas-into-data-driven-profiles/">Turning Personas into Data-Driven Profiles for Segmentation</a> <span class="mark-as-read" data-id="32594"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">One-to-one targeting with affinity-based personalization</a> <span class="mark-as-read" data-id="101767"></span> <span class="article-read-mark">Already read</span></li><li class="current"> <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/">Strategizing for omnichannel personalization at scale</a> <span class="mark-as-read" data-id="130513"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/popup-seo-impact/">The Impact of Popups, Overlays, and Interstitials on SEO</a> <span class="mark-as-read" data-id="30336"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/creating-a-culture-of-experimentation/">How to create an ongoing culture of experimentation</a> <span class="mark-as-read" data-id="93858"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/personalization-pioneers-fjallraven/">Full-scale personalization: A Fjällräven case study</a> <span class="mark-as-read" data-id="19397"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style="&#10;"><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization &amp; Targeting</a></div><h1 class="article-title">Strategizing for omnichannel personalization at scale</h1><h2 class="article-excerpt">Important considerations and high-impact use cases for marketers incorporating various channels and touchpoints within their personalization strategy.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg"  alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Omnichannel personalization hinges on a unified data set and personalization APIs to provide a seamless customer journey across channels.</li><li style="margin: 10px 0;">Focus on high-value channels and target your audience strategically using data-driven insights.</li><li style="margin: 10px 0;">Examples of omnichannel personalization include tailoring email content, retargeting ads, and personalizing chatbot recommendations.</li><li style="margin: 10px 0;">Don&#8217;t neglect personalizing the call center experience, mobile app elements, and digital kiosks.</li><li style="margin: 10px 0;">Remember, there&#8217;s no one-size-fits-all approach. Carefully consider your data, strategies, and resources before implementing new personalization tactics.</li></ul></div><p></p><p>Once the main vehicle for how brands connected with visitors online, these days, the website is just one of many channels used to nurture relationships and influence purchase decisions. From email to mobile app, call centers, digital kiosks, and more, brands are discovering the key to acquiring and maintaining customers requires delivering a tailored experience, regardless of whether they are interacting on-site, or off.</p><p>In this blog post, we’ll outline some important considerations when it comes to incorporating various channels and touchpoints within your <a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> strategy as well as highlight some high-impact use cases for each.</p><h2>Establishment of a cohesive data set</h2><p>Much like how proper <a href="https://www.dynamicyield.com/article/personalization-guide/">website personalization</a> relies on a complete 360 degree/single view of the customer, so too does <a href="https://www.dynamicyield.com/article/experience-optimization/">experience optimization</a> across channels. It is, therefore, incredibly important that vital information such as real-time behavior on-site, online and offline conversion history, geography, <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">product affinities</a>, cross-device activity, or any other piece of data acquired about a visitor is able to flow freely throughout your marketing stack to maintain consistency and relevancy in experiences from one channel to the next.</p><p>However, the more <a href="https://www.dynamicyield.com/glossary/systems-of-engagement/">systems of engagement (SoE)</a> employed to handle various areas of your customer experience, the greater the likelihood you will face issues with data fragmentation. Built to integrate, consolidate, and unify data from any available source, an omnichannel <a href="https://www.dynamicyield.com/personalization/">personalization platform</a> is recommended to achieve this level of cohesion.</p><h2>The shift to APIs</h2><p>As more channels are added to the <a href="https://www.dynamicyield.com/glossary/customer-journey/">customer journey</a>, Product &amp; Engineering teams <a href="https://www.clickz.com/why-digital-success-is-now-predicated-on-marketing-and-product-collaboration/260732/" target="_blank" rel="noopener noreferrer">must now work in tandem</a> with Marketing to build experiences that will engage audiences in new and meaningful ways. To do this with a greater degree of flexibility and control, many are turning to <a href="https://www.dynamicyield.com/glossary/api/">Application Programming Interfaces (APIs)</a>, allowing them to embed personalization and user-level data into:</p><ul><li>Mobile apps</li><li>Digital displays</li><li>Interactive screens</li><li>Clienteling apps</li><li>Point-of-sale (POS)</li><li>Call centers</li></ul><p>Though much more involved, implementation via the <a href="https://www.dynamicyield.com/lesson/server-side-testing-and-personalization/">server-side approach</a> comes with many advantages over the <a href="https://www.dynamicyield.com/lesson/client-side-testing-and-personalization/">traditional client-side approach</a>, offering full visibility into all relevant aspects of a user’s online experience, including their behavior, the messaging they have been exposed to in each channel (certain test variations or recommendation strategies, etc.), as well as how they engaged with it. And as decisioning happens centrally, it is much easier for teams to orchestrate all their apps – be it web, native, hybrid, or whatever the next trend is. Lastly, it simplifies linking between the various channels and devices, executing based on a customer’s full data profile.</p><p><em>ICYMI, Dynamic Yield is offering a </em><a href="https://www.dynamicyield.com/experience-apis-sign-up/"><em>free 14-day exPerience APIs trial</em></a><em>. Simply sign-up for access to a sandbox environment and start playing.&nbsp;</em></p><h2>Identify strategic areas of opportunity</h2><p>Before attempting to get in front of consumers in as many places as possible, you should carefully balance the need to optimize existing traditional digital channels and those that are considered emerging. For even though expectations are constantly rising, this pressure to be everywhere can often have adverse effects on the overall customer experience, especially if teams don’t have a clear understanding of how business value can be derived from a specific channel.</p><p>Like with any test idea, you can vet channels and touchpoints to experiment with using the same tried-and-true <a href="https://www.dynamicyield.com/lesson/a-scalable-personalization-framework/">personalization framework</a>, identifying strategic opportunities from within your data to inform decision-making.</p><p><strong>Ask yourself</strong>:</p><ul><li>Who are my buyers?</li><li>What are my high-value acquisition channels?</li><li>Which customers exhibit strong <a href="https://www.dynamicyield.com/glossary/customer-lifetime-value/">lifetime value</a>?</li><li>Where are customers dropping off in the <a href="https://www.dynamicyield.com/glossary/conversion-funnel/">purchase funnel</a>?</li><li>What are each customer’s preferred devices and channels to be engaged on?</li><li>What utility can I provide current customers to increase loyalty?</li></ul><p>Once you’ve gleaned enough insights, you can better prioritize which channels to incorporate within your testing roadmap, even factoring in room to play around with digital touchpoints outside of your current marketing ecosystem.</p><h2>Cross-channel personalization use cases</h2><p>Now that you know which channels you’d like to scale your efforts to, it’s time to determine the types of use cases you can implement to maximize your impact. Below, find a few <a href="https://www.dynamicyield.com/personalization-examples/">personalization examples</a> of how leading brands are delivering tailored experiences across a variety of channels and touchpoints.</p><h3>Tailor email content based on key events</h3><p>When compared to other channels such as social media, display ads, and video marketing, 59% of marketers <a href="https://myemma.com/guides/2018-email-marketing-industry-report" target="_blank" rel="noopener noreferrer">cited email as their biggest source of ROI</a>. Yet despite the demand from email, there is often a disconnect between what happens on-site and in the inbox.</p><p>To close the gap and ensure high engagement, you can test sending emails with personalized content and recommendations, or <a href="https://www.dynamicyield.com/lesson/tactics-for-high-impact-triggered-emails/">trigger automated emails</a> based on real-time behavior and important lifecycle events.</p><p>For example, if a visitor leaves the site with items in their cart, use the chance to remind them of what has been left behind and offer promotional deals to help close the conversion loop.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto;  line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img fetchpriority="high" decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2020/07/Strategizing-for-omnichannel-personalization-at-scale-Inline-1-1024x455.jpg" alt="omnichannel personalization" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">A real example from the second-largest online grocery retailer in the world on how it recaptures cart abandoners using triggered emails with personalized recommendations to remind visitors about items in their basket. Learn more about <a href="https://www.dynamicyield.com/use-case/abandoned-cart-triggerd-email-reminder/">sending time-based cart abandonment emails with recommendations</a>. </span></div><h3>Optimize retargeting campaigns on paid media</h3><p>While <a href="https://www.wordstream.com/blog/ws/2016/04/13/retargeting-ad-ideas" target="_blank" rel="noopener noreferrer">WordStream claims</a> retargeting ads are, on average, 76% more likely to be clicked on than a typical display ad, a separate <a href="https://www.marketingdive.com/news/study-83-of-marketers-question-effectiveness-of-retargeting-ads/523002/" target="_blank" rel="noopener noreferrer">study from Nanigans</a> found that 88% of consumers see ads for products they’ve already purchased.</p><p>Without accurate audience data, ad campaigns can quickly become “spray and pray” rather than finely tuned to a specific audience segment or individual. But leveraging a unified and up-to-date dataset from which to build experience, you can deliver correctly targeted campaigns for even greater results.</p><p>For example, you could run a campaign based on purchase history to avoid shoppers who already converted, recouping potentially wasted media spend and improving the overall end-user experience.</p><h3>Recommend personalized items within chatbots</h3><p><a href="https://www.mobilemarketer.com/news/study-chatbots-to-drive-112b-in-retail-sales-by-2023/554416/" target="_blank" rel="noopener noreferrer">In a report by Juniper Research</a>, chatbot interactions are forecasted to generate $112 billion in retail sales (in the form of cost savings) over the next few years, representing a huge area of opportunity for marketers.</p><p>An excellent tool for providing answers to simple questions, easing the communication process, and quickly resolving complaints, while great for streamlining support, chatbots can also be utilized to personalize the customer experience.</p><p>Imagine a customer is waiting to be connected to a sales representative – you can capitalize on the valuable time and attention by showcasing additional items of interest from within the chatbot screen based on contextual and behavioral data.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto;  line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2020/07/Strategizing-for-omnichannel-personalization-at-scale-Inline-2-1024x534.jpg" alt="omnichannel personalization" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">An example of how a tea and wellness retailer keeps site visitors engaged and recommends products, even as they wait to connect with a Support representative via chatbot. </span></div><h3>Tailor call center communications</h3><p>While chatbots and self-service solutions continue to grow online, call centers remain a major point of customer interaction for brands across industries such as financial services, travel and hospitality, media and telecommunications, online retail, and others.</p><p>However, many times, customer service representatives lack the critical user information necessary to contextualize inbound phone calls, creating a frustrating support experience.</p><p>Now, let’s consider the impact of having access to a caller’s complete data profile – using information captured on-site along with their past purchase history, preferences, and more, you can better facilitate the shopping journey by tailoring communications and even recommendations to the individual over the phone.</p><h3>Dynamically change mobile app elements</h3><p><a href="https://www.comscore.com/Insights/Presentations-and-Whitepapers/2019/Global-State-of-Mobile" target="_blank" rel="noopener noreferrer">According to Comscore</a>, mobile apps now account for 63% of time spent with digital media, a 13% increase from 50% in 2017. Additionally, time spent consuming retail content via mobile apps has reached 62%, 2X more than that of desktop and 4X more than mobile web.</p><p>With a surge in mobile app usage, consumers have made their preference for navigating the online experience clear, and teams should do their best to employ strategies that provide channel-specific value and are optimized for smaller screens.</p><p>As an example, the process of clicking through category pages and layering in filters can be time-consuming on mobile. So instead of forcing the user to start this work from scratch, personalize the navigation experience, surfacing filters according to each user’s unique affinities.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto;  line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2020/07/Strategizing-for-omnichannel-personalization-at-scale-Inline-3-1024x455.jpg" alt="omnichannel personalization" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">A real example from a large apparel retailer on how it guides users through decision making using a user-affinity strategy to surface the most relevant and personalized filters for each site visitor. Learn more about <a href="https://www.dynamicyield.com/use-case/user-affinity-based-filter-ordering/">designing personalized filters based on user affinity to ease the navigation experience.</a> </span></div><h3>Utilize digital kiosks for product discovery</h3><p>More and more retail may be moving online, but people will always enjoy the benefits brick and mortar provides, which is why companies like Amazon and many others are prioritizing truly immersive in-store experiences.</p><p>Outside of cashier-less checkout and advanced facial recognition technology, digital kiosks offer a unique, two-way channel of interaction between a brand and its customers, collecting pertinent information about their preferences and needs that can be used to influence the <a href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/">omnichannel retail</a> experience in-store and online.</p><p>For instance, you can prompt users to complete a guided survey to learn more about the purpose of their visit or any product preferences they may have, highlighting relevant items and even where to find them in the store.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto;  line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img loading="lazy" decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2020/07/Strategizing-for-omnichannel-personalization-at-scale-Inline-4-1024x411.jpg" alt="strategizing omnichannel" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">A real example from a home decor retailer that can be adapted via digital kiosk in order to better segment and provide more personalized recommendations. Learn more about <a href="https://www.dynamicyield.com/use-case/guided-product-discovery-quiz/">serving a guided quiz to better segment visitors and serve more personalized experiences</a>. </span></div><h2>There is no one customer journey</h2><p>If the influx in channels and touchpoints has taught us anything, it’s that there is no one path to purchase anymore, presenting additional opportunities to engage with and influence consumers in a multitude of places. But if teams want to extend the customer experience beyond their existing scope, they’ll need to do some work up front to make sure the data, strategies, and resources are in place to succeed with every new outlet.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization &amp; Targeting</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/customer-experience-management/">Customer Experience Management</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a><a href="https://www.dynamicyield.com/tags/offsite-personalization/">Offsite Personalization</a><a href="https://www.dynamicyield.com/tags/personalization-and-testing-frameworks/">Personalization and Testing Frameworks</a><a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dbcdeb" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/popup-seo-impact/" title="The Impact of Popups, Overlays, and Interstitials on SEO">The Impact of Popups, Overlays, and Interstitials on SEO</a><a rel="prev" style="background-color: #dbcdeb" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/" title="One-to-one targeting with affinity-based personalization">One-to-one targeting with affinity-based personalization</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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