Dive Brief:
- Just after Iris Mobile rebranded to become Persio, it released a multi-channel SaaS solution for retail marketers based around personalization.
- The new product was based on internal research by Persio that uncovered the challenge retail marketers faced trying to gain, and make use of, a full view of all the different shopping activities, accounts, interactions and channels their customers engaged in.
- Personalization is a strategy marketers are pursuing in order to create more customer-centric campaigns.
Dive Insight:
Recent Experian research shows marketers are struggling to create a single view of their clients, with 89% of surveyed marketers saying this problem led to not being able to refine personalization tactics.
“The ongoing discussions with our retail clients and prospects have been consistent,” Marc Grabowski, Persio CEO, said in a statement. “What we heard from them was: ‘Help us better understand what our customers are doing on different channels, so we can optimize the best communications for them. Help us connect all the disparate data silos into a single system that we can manage with ease. Help us be more relevant. More than anything, help us gain better control over our marketing efforts.’”
Marketers using the platform will be able to can build dynamic or trigger-based campaigns, upload content, create and refine customer segments, and deploy personalized content across multiple channels in real-time.