Using Personalization to Drive Ecommerce Growth

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Consumers have countless options at their fingertips, so capturing and retaining their attention has become increasingly challenging. However, personalization offers a solution to this predicament. By customizing your approach to meet individual needs, you can set your brand apart, foster loyalty, and ultimately fuel your business’s growth.

This webinar aimed to delve into the most up-to-date trends and effective strategies for creating personalized experiences that not only drive growth but also cultivate enduring customer relationships. The presentation was lead by Marylin Montoya, VP of Marketing at AB Tasty who shared tips for creating a customized experience for customers. Accompanying her on the panel were executives from Michael Kors, TULA Skincare and Grandin Road, who shared their insights and experiences.


  • Personalization needs to vary depending on the customer.
  • Hearing directly from customers is the best way to know what they want.
  • ChatGPT and AI tools help make personalization easier and more efficient than ever before.


  • Ann Marie Ippoliti, VP Digital Commerce, Michael Kors
  • Zack Abbell, Vice President, Digital Marketing & Ecommerce, TULA Skincare
  • Natalie Brown, SVP Marketing, Ecommerce, and Creative, Grandin Road
  • Marylin Montoya, VP Marketing, AB Tasty
  • Moderated by: Veronika Sonsev, Co-Founder, CommerceNext

Watch the full webinar below or read on for the key takeaways.


Personalization is Not One Size Fits All

Personalization is a vital aspect of enhancing the customer experience and driving growth. However, it’s important to remember that personalization is not a one-size-fits-all approach. Grandin Road understands that customer type, loyalty and product are critical factors when considering personalization strategies. By tailoring experiences based on these factors, they can forge deeper connections and drive customer loyalty.

Michael Kors recognizes the significance of adjusting personalization for new versus returning customers. By catering to the distinct needs and expectations of each group, they create personalized experiences that resonate with their customers, fostering a stronger brand-customer relationship.

TULA Skincare goes the extra mile by prioritizing high-value customers. They offer special treatment, such as allowing them to skip the chat queue for customer service. This personalized perk acknowledges their importance and reinforces their loyalty, creating a sense of exclusivity.

Personalization requires considering various factors and tailoring strategies accordingly. By embracing personalization, businesses can cultivate meaningful connections, drive loyalty and achieve ecommerce growth.

Listen to Your Customers

Listening to customers is crucial for successful personalization strategies. Brands like AB Tasty understand the importance of letting customers speak directly and constantly learning from their feedback. They recognize that what works today may not work in six months, emphasizing the need for continuous adaptation and improvement.

Tula Skincare takes a proactive approach by using quizzes to hear directly from customers. This interactive method allows them to gather valuable insights and preferences, enabling them to tailor their product offerings and personalization strategies accordingly.

Prioritizing customer feedback and utilizing tools like quizzes helps businesses stay customer-centric and adaptable. It is vital to listen to your customers to deliver personalized experiences that drive satisfaction, loyalty and growth.

Use AI to Your Advantage

Leveraging AI can be a game-changer in personalization strategies, offering unique benefits to businesses. Grandin Road recognizes the power of using Chat GPT and AI programs to allow customers to envision themselves with the product. By generating photos in their own setting or tailored to their preferences, AI-driven personalization creates a distinct and highly applicable experience that resonates with customers.

AB Tasty highlights another advantage of AI in personalization by using Chat GPT to handle tedious tasks that others cannot. AI-powered chatbots can efficiently address customer inquiries, provide support and automate repetitive processes. This not only saves time and resources but also enhances the overall customer experience by ensuring prompt and accurate responses.

Incorporating AI into personalization strategies provides brands with significant opportunities. By harnessing the power of AI, businesses can enhance personalization efforts, improve customer satisfaction and streamline operations.


Ultimately, there are several strategies to optimize personalization in order to drive ecommerce growth. Want to learn more? Attend the Ecommerce Growth Show this June to learn from other ecommerce experts. Register today!