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IRX19 video interview: eCommerce personalization challenges and predictions

May 7th 2019

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

IRX19 interview with Fresh Relevance eCommerce personalization platform

InternetRetailing Expo (IRX) 2019 took place from 3rd – 4th April at Birmingham’s NEC. Retailers, brands and technology providers gathered for two days of education and networking. Our dedicated team of consultants was on hand to help retailers plan their omnichannel personalization strategy.

During the show, InternetRetailing Editor-in-Chief Ian Jindal caught up with Fresh Relevance to discuss the latest trends in martech.

In the video below, co-founder & CRO Eddy Swindell talks about how technology can meet the ever-changing needs of online retailers.

Challenges of personalization

Personalization has traditionally been a challenge for marketers due to technology limitations and lack of resources. But Fresh Relevance works with existing technologies and legacy data so it’s easy to create a customized experience.

What makes Fresh Relevance so distinctive is its ability to solve specific business challenges. For instance, how do you serve relevant product recommendations when you have new stock with no existing behavioral data? How can you join up all systems so that only live deals and coupons are displayed in emails?

What’s next for eCommerce?

The capabilities of eCommerce marketing technology will need to grow at a rapid pace to meet retailers’ needs. For example:

  • Testing content is a key challenge, as traditional methods don’t always work well in highly dynamic environments.
  • The trend for headless eCommerce means that retailers need to achieve the same levels of personalization by deploying different methods.

You can watch the full interview here:

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.