The Transformation of the Retail Industry

It’s no secret that retail is undergoing a massive transformation.

Everything from the in-store experience (or lack thereof) to the way shoppers research their purchases to the ways they actually make their purchases has changed a lot in a relatively short period of time.

A great deal of this change can be attributed to the Amazon effect. This is the idea that consumers can get whatever they want, whenever they want it, at (literally) the push of a button.

A standard has been set for online shopping in many ways. Yet when we look at the total number of retail sales in the U.S., online sales only account for 8.9% of them, according to the Department of Commerce.

Huh? What about the so-called retail apocalypse?



of retail sales in the U.S. are online

Ecommerce will continue to grow as a percentage of retail sales. And for the first time in a while, in-store sales are expected to grow too. According to Kiplinger’s forecast on retail sales and consumer spending, in-store sales are projected to grow 2.4% this year — the biggest growth period since 2014.

Consumers are still spending both online and offline. But the way that consumers are spending is changing, and retailers need to adapt to survive.

The Retail Marketer’s Challenge

Shoppers are savvy. They know exactly how and when to find the best offers on the products and services they want.

When it’s time to make a purchase, they have plenty of options, too: they can order online, but they can also do in-store pick-up if that’s more convenient for them. The retail experience no longer happens in just one place.

As a result, shopping has become an omnichannel experience.

So what’s a retailer to do?

The most innovative retailers are competing on customer experience.

Creating compelling and personalized customer experiences is the most effective way to differentiate and drive revenue and loyalty. That means retailers are looking to their marketing teams to drive this change through personalized digital experiences that enhance the entire customer journey.

For example, marketers can drive rewards club members to make another purchase by showing them up-to-the-second loyalty points. Or they can take advantage of contextual elements and recommend products based on their customer’s moment-of-open weather, or drive foot traffic to nearby stores with local maps. They can also drive conversions by showing products that their customers recently browsed within their emails.

1:1 email personalization opens up a wealth of opportunities for retail marketers, but these strategies aren’t always easy to execute.

Retail marketers understand the power of personalization. According to Forrester, 68% of firms say that personalization is a priority. But implementing those personalized campaigns is easier said than done.

Leading Barriers to Achieving Their Company’s Personalization Goals According to UK and US Marketers, April 2017

% of respondents

SOURCE: Sailthru, “Decoding Personalization” Oct 16, 2017

of firms prioritize personalization

of marketers say targeted personalization increases engagement

of consumers feel they’ve experienced personalization

Creating Incredible, Personalized Experiences With Movable Ink + Oracle Responsys

Email has long been the workhorse of digital marketing. It is the most natural channel to deliver on the promise of personalized digital experiences. Email allows for a direct and intimate 1:1 relationship between a brand and their customer

74% of marketers say targeted personalization increases customer engagement, according to eConsultancy — and a whopping 90% of marketers feel like they’re already doing effective personalization.

So why is it that only 40% of consumers feel like they’ve experienced any personalization?

Achieving next-level personalization — that is, personalization that goes above and beyond basic name personalization — is a challenge for most marketers, who have precious little time and resources to spare.

Without the right solutions in place, it can be difficult for marketers to activate the data and content needed to create a personalized campaign. Most marketers simply don’t have the time and resources to do it on their own.

But what if you could easily source any content and data from any source to power personalized email campaigns — and ensure a worry-free deployment? You could wow your customers with 1:1, personalized loyalty campaigns, or even automatically pull their most recently browsed products into your emails

Without the right solutions in place, it can be difficult for marketers to activate the date and content needed to create a personalized campaign.”

That’s the power of using Movable Ink and Oracle Responsys

Up next, you’ll see how DSW, Lenovo, and Steve Madden created 1:1 email marketing campaigns that boosted results using Movable Ink and Oracle Responsys.


DSW Created a 1:1 Experience for Their Loyalty Members with Data Visualization


Creating unique and memorable experiences at scale isn’t easy - especially when you have millions of loyal customers. DSW wanted to create a hyper-personalized campaign that would strengthen relationships with their most loyal rewards members.


Using Movable Ink’s image personalization, DSW pulled their customer’s interactions like their number of online purchases and instore trips directly into the imagery in their email. This allowed DSW to create a 1:1 email experience that told each member’s unique story.

The email, powered by Oracle Responsys, showcased each member’s name, savings summary, number of store visits, online purchases, and total years of membership.

13% lift in engagement
More than $100K in revenue

DSW strategically decided on how and when to show these different data points.

In Oracle Responsys, DSW also leveraged Movable Ink to apply points to dollar conversions within their emails. Content rendered within emails was dynamically personalized based on the individual’s unique context and loyalty level. Creative included a spend tracker that visualized each customer’s progress towards premier shopper status, and encouraged them to make more purchases. The module included logic to collapse or hide the section if a customer already held premier status or was not close to eligibility.


Lenovo Boosted Engagement with Behavioral Content


The marketing team at Lenovo had an objective of creating a hyperpersonalized experience that could leverage each customer’s unique behaviors, but they didn’t have the capability to pull behavioral content into their emails.

Our promotional emails make it easy for customers to shop for what they’re already interested in, and it shows in the results.”

Direct Marketing Manager


To accomplish this, Lenovo partnered with Movable Ink to dynamically personalize promotional email campaigns through Oracle Responsys for their top focal product.

For the campaign, Lenovo leveraged Signals, Movable Ink’s behavioral marketing solution. Signals determined a customer’s interests in the focal product, based on their browsing behavior, and retargeted content in their emails.

Signals helped us create personalized email content that really resonated with our customers”

Email Marketing Designer, Lenovo

If a customer wasn’t interested in a focal product, they would receive alternative content based on the
category of the product browsed. If nothing was triggered, this section of the email would collapse.

Through Oracle Responsys, the Lenovo team was able to deliver highly personalized promotional emails to millions of subscribers with high deliverability.


higher engagement than email campaigns
without behavioral content


Steve Madden Delighted Their Rewards
Members with a Loyalty Campaign Using
Movable Ink


Steve Madden launched their new loyalty program, SM Pass, and wanted to create a unique experience for their customers by leveraging existing customer data points they had on file. But the brand didn’t have the bandwidth to create all the unique content variations they would need to create individualized experiences. They also didn’t have all of the data points they needed available in their CRM.


Steve Madden used Movable Ink to tell personalized customer stories with a loyalty email. They pulled in member names, the date someone became a member, current points balance, points needed until next reward, number of emails read, and number of purchases. Movable Ink is calculating the number of points needed until the next reward, a data point that was not was not previously available.

The team used Oracle Marketing Cloud to test and QA the content and deploy the campaign.

The result was a shareworthy email experience with big lifts in engagement from Steve Madden loyalty members.


higher engagement


higher revenue


Movable Ink and Oracle Responsys are the perfect pair for creating personalized email campaigns.


About Movable Ink

Movable Ink is the leading provider of intelligent content, which enables marketers to personalize email content at the moment of open. Marketers use Movable Ink to provide consumers with engaging on-brand experiences to grow revenues with every customer interaction.

Since 2010, consumers have engaged with 500+ billion intelligent content impressions from more than 500 leading brands, including Delta, eBay, Spotify, and The Wall Street Journal. The company is headquartered in New York City with offices in London, San Francisco, Chicago, and Sydney.

About Oracle Responsys

B2B and B2C marketers choose Oracle Marketing Cloud, an integrated portfolio of best-in-class applications, to drive sales, brand and customer loyalty. OMC leverages the industry’s richest datasets and most adaptive intelligence so marketers can deliver irresistible, consistent and connected experiences to customers wherever they are and however they choose to engage.

Leading brands harness the power of Oracle Marketing Cloud, our comprehensive partner ecosystem and extensive marketing expertise to achieve new levels of visionary marketing. Visit