Cross-Channel Customer Experience Personalization: The Future of Customer Relationships

Reelevant’s Perspective on Personalization: What Does It Really Mean?

True personalization goes far beyond simply inserting a customer’s first name in an email or offering recommendations based on past purchases. It involves using a wide array of data—behavioral, demographic, and transactional—to create a unique experience at every stage of the customer journey. Through advanced data orchestration, brands can analyze user actions in real time and adjust their messaging instantly.

For example, a hotel brand might highlight an exclusive offer for a stay that a customer has viewed multiple times—based on remaining availability—while a streaming platform might recommend a movie aligned with the user’s favorite genres, also factoring in recently watched titles.

Cross-Channel Strategy: Integrating All Touchpoints

This personalization strategy can be even more impactful when consistently deployed across all the channels customers use to engage with a brand. The term “cross-channel” refers to the seamless integration of digital channels to provide a unified customer experience. This includes website interactions, mobile apps, social media, email, and even SMS. The goal is to ensure continuity and consistency of communication, no matter where or how the customer chooses to connect.

Consider a customer who starts a product search on their mobile phone, continues on a desktop, and completes the purchase through the brand’s mobile app. If each touchpoint is personalized and integrated, the brand delivers a cohesive experience that meets the customer’s expectations while reinforcing loyalty.

The Role of Data in Cross-Channel Personalization

Data lies at the heart of every personalization strategy. Companies must collect, analyze, and activate data from multiple sources: online behavior, website browsing history, in-store purchases, product availability, customer reviews, and more. One of the key challenges is centralizing this data and combining it intelligently. A customer may interact with a brand through several channels, each offering fresh and valuable insights.

Reelevant effectively enhances CRM platforms by providing dynamic data orchestration and contextual personalization, enabling a 360° customer view and unified interactions across all touchpoints.

Use Cases: Cross-Channel Personalization in Action

1. Place des Tendances: From Email to On-Site Personalization

By partnering with Reelevant, Place des Tendances initially implemented real-time email personalization based on previous customer interactions. This included highlighting recently viewed products, items added to carts or wishlists, optimizing dynamic banners for loyalty program members, and notifying customers about product replenishment periods.

The goal was to enrich the customer experience by aligning communications with individual behavior and preferences. The results speak for themselves:

• +12 points in reactivity rate
  
  
• +0.9 points in conversion rate
  
  
• 60% reduction in production time
  
  
• +20% in revenue from Reelevant-personalized emails
  
  

But that’s not all—after email, they tackled on-site personalization. A consistent experience was created between emails and the website homepage by displaying personalized brand selections. This ensured a seamless and unified cross-channel journey. Results:

• +0.7 points in conversion rate
  
  
• +53% in revenue compared to the non-personalized homepage version

2. Carrefour: a fully integrated cross-channel example

Carrefour undertook a major transformation of its CRM strategy by integrating Reelevant to personalize promotional communications at scale. Faced with the limitations of traditional segmentation and customer feedback about inconsistencies in pricing, stock, and promotions, the company implemented a real-time, large-scale automated personalization solution.

In just three months, Reelevant was integrated into Carrefour’s data ecosystem (Salesforce, Tableau, BigQuery), enabling the delivery of personalized messages on customers’ preferred channels—factoring in their affiliated store, current stock, and active promotions.

This initiative allowed Carrefour to:

• Generate over 1 billion weekly recommendations
  
  
• Increase 1-to-1 digital audience by 56%
  
  
• Reduce customer frustration linked to product recommendations by 61%
  
  

Additionally, personalized content doubled the click-through rate compared to generic content, while saving the marketing team four hours of work per week.

Conclusion: The Future of Marketing Lies in Cross-Channel Personalization

Cross-channel personalization represents the future of customer relationships. By delivering unique, coherent, and seamless experiences across all channels, brands can not only increase customer loyalty but also attract new audiences and drive measurable business outcomes. However, for this approach to be truly effective, it requires advanced technology—like Reelevant—and rigorous data management.