Follow the Customer—Not the Technology—to Get Better at Personalization

How custom clothier Bow & Drape figures out what people want

Customers have come to expect higher levels of personalization from brands, but marketers are struggling to figure out exactly what they want to see and how to serve it to them efficiently. Aubrie Pagano, co-founder and CEO of personalized clothing company Bow & Drape, spoke with eMarketer’s Caroline Cakebread about the importance of listening to the customer, and building an experience that feels informed without being creepy. Pagano was interviewed as part of eMarketer's June report, "Customer Experience 2018: Personalization Still Elusive as Marketers Seek Answer to Single View of Customer."

eMarketer:

Personalization can be interpreted in multiple ways. How do you think about it at Bow & Drape, especially when it's so deeply ingrained in your product offering?

Aubrie Pagano:

It’s about understanding the individual and what their preferences are, and thinking out how they want to interact with us and building from there. It's not "we have a website, we have technology for text messaging and we have a store—how should we fit those together?" It’s "who is this person? What is their day like? And how are they coming to us?"

It’s an art and a science. We’re always keeping an ear to the ground, and we have dedicated resources focused on listening on social channels. We feel like the answer is right in front of us. We just have to listen for it and make sense out of it.

eMarketer:

How do you apply what you’re hearing "on the ground" to the online user experience?

Interview conducted on May 10, 2018

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