Over the past ten years or so, I’ve gradually created hundreds of playlists with thousands of tracks assigned to my account – I couldn’t even guess what the actual numbers would be.īecause I can’t image the prospect of ditching Spotify and recreating those playlists on another platform (or losing them altogether). Spotify encourages users to create their own playlists, essentially building an entire library of music on their account. For new visitors, the session starts by asking users if they want to browse women’s or men’s clothes and the site continues to navigationally personalise the experience from there. While it’s true that you can do so much more when you have relevant data on your side, you can create personalised experiences without it and you don’t need to wait until you’ve got users handing over data to start doing so.Ĭlothing retailer Pull&Bear is proof of this with its navigational approach to personalisation. #1: Pull&Bear’s navigational approach to personalisationĮvery conversation about marketing personalisation seems to revolve around user data, suggesting it’s not possible to deliver personalised experiences without getting your claws on personal info.
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