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Good-quality data. Good product descriptions, accurate pricing and product categorization are key to good
Large offer pool. Effective personalization is dependent upon having a sizable offer pool to draw from; a
minimum of about 500 offers is necessary for effective
personalization, and more is better. Many retailers grow
frustrated seeking to obtain incremental offers from their
brand partners. Instead, they should look to content they
• Personalize existing weekly ad specials by presenting
only the most relevant sale products to each customer.
• Leading digital marketing platforms can be opened up
to your local and regional vendors to create digital offers,
helping expand your offer pool.
• Better utilize temporary price reductions by creating
“hybrid” offers—one value to all shoppers that is signed
at the shelf, and a controlled number of richer offers to
drive strategic share-of-wallet growth.
Measure. Measuring the percentage of total weekly
sales generated by digitally engaged customers helps
retailers close the loop and provides a powerful feedback
Drive participation. If participating customers increase
spending, doesn’t it follow that retailers should want to
grow the number of customers in a personalized marketing program? Promote the program everywhere: in-store
signage, the weekly ad, email, website, social media, etc.
Consider this: If customers participating in a personalized
marketing program generate a 5% increase in sales, and if
those customers account for 10% of total weekly sales, that
represents an increase in overall top-line sales of 0.5%. If
retailers can drive participation to affect 50% of sales, they
can increase overall top-line sales by 2.5%. The best I’ve
seen: a retailer impacting over 60% of weekly sales by
customers participating in personalized marketing.
The benefit does not stop there. As retailers drive customer digital engagement through personalized marketing, they can intelligently reduce traditional ad flyer print
and distribution spending, and even grow gross margin by
eliminating wasted mass promotion.
Marketing personalization is transformative for retailers who really understand it. From sales gains to margin
increases, in my experience, marketing personalization is
the most powerful way to grow your business.
GROWING YOUR BIZ
by which marketing
proven to increase
sales to participating