Track 4 – Personalization - Sponsored by Oracle

Powerful Personalization: How Revlon and Shinola Provide Value and Avoid “Creepy”

Monday October 9th • 11:00 am - 12:00 pm • Room 211-213

How can you use customer data to deliver uniquely powerful personalization while avoiding the dangers of alienating those suspicious of how marketers use their data? Join DMA Hall of Famer Ernan Roman, president of ERDM Corp., as he shares new voice-of-customer (VoC) research findings regarding expectations for true personalization and the need to evolve from implicit information to explicit preference-driven human data. Learn the breakthrough personalization strategies used by industry leaders Revlon and Shinola.

The manufacturer/retailer relationship furthers the complexity of the customer ecosystem, and Swan from Revlon will share strategies for how to partner with retailers who own the end consumer data needed for personalization. Dennis from the iconic brand Shinola will discuss its multichannel engagement and loyalty strategies.

Key learnings the session will include:

  • Learn the Reciprocity of Value Equation for earning deep customer data in exchange for true personalization
  • Powerful new personalization and persona strategies
  • Shinola’s strategies for deepening loyalty and retention through authentic and effective personalization
  • Revlon’s strategies for partnering with retailers to close the loop on the manufacturer-retailer-consumer ecosystem