Overstock said it is enhancing its customer focus by launching a completely dynamic and real-time e-mail experience. The personalized customer experience leverages Overstock’s proprietary technology built to create a real-time streaming platform.
The company noted that it has built a real-time streaming platform that feeds individual user events and attributes through Overstock’s Customer Data Platform (CDP) partner, mParticle. This strategy avoids a “batch and blast” approach and shifts to an individual, unique experience for every customer.
Every aspect is said to be customized, from the subject line to landing pages on Overstock.com. The ideal imagery is pulled from Overstock’s Asset Data Platform (OADP), utilizing the optimal image for each customer; subsequently, building and delivering newly minted personalized and composite assets for each customer.
“Over the past several years we have stripped out our previous marketing tech stack and put in a new stack that allows us to build industry-leading personalized experiences,” said JP Knab, chief marketing officer for Overstock retail. “I’m proud to say that our team has realized and successfully deployed a fully dynamic e-mail experience through our proprietary technology LiveRex and OADP. These two integral innovations driven by our cutting-edge machine learning algorithms determine and deliver the optimal layout, offer, content, and much more for each customer’s email in real-time. Though this just launched in full, early results are very promising.”