Marketers today face the challenge of standing out in a crowded digital space, where generic experiences no longer capture attention. Website personalization is the key to delivering tailored interactions that engage customers, increase conversions, and drive long-term business growth.
By leveraging AI-driven insights, businesses can create meaningful, data-backed personalization strategies that make every touchpoint relevant.
In this article, we explore real-world website personalization examples that have delivered measurable results and can inspire your own strategy.
Firstly, here’s a few statistics every marketer should know about website personalization.
The Power of Website Personalization: Key Benefits
Personalization is an expectation. Customers want brands to understand their preferences and deliver relevant experiences.
- Higher Conversions: Personalized calls-to-action convert 202% better than generic ones (HubSpot).
- Increased Revenue: Brands using AI-driven personalization see a 10% or more increase in sales (McKinsey & Company).
- Customer Preference for Personalization: 80% of consumers are more likely to make a purchase when brands offer personalized experiences (Epsilon).
- Improved Customer Loyalty: 91% of consumers say they are more likely to shop with brands that provide relevant offers and recommendations (Accenture).
Now, let’s examine how leading brands use website personalization to create standout experiences.
Real-World Website Personalization Examples
From retail to travel, these brands are using SAP Emarsys to connect data, channels, and content, turning digital touchpoints into personalized moments that drive measurable outcomes.
PUMA: Hyper-personalized customer engagement
PUMA, a global leader in athletic footwear and apparel, wanted to strengthen customer relationships by delivering more relevant and engaging digital experiences.
Challenges: With a vast product catalog and a diverse customer base, PUMA needed a way to ensure each visitor encountered relevant content and promotions that resonated with their interests.
Solution: By leveraging AI-driven segmentation and Emarsys-powered website personalization, PUMA crafted targeted experiences based on customer preferences and behaviors. The brand implemented:
- Dynamic Email Personalization: Every email sent was tailored to the recipient’s shopping history and preferences.
- Personalized Website Content: Product recommendations and promotions adjusted in real-time based on visitor interactions.
- Behavior-Triggered Messaging: Automated triggers ensured timely engagement, such as reminding users about abandoned carts or restocking popular items.
Results:
- Increased customer engagement and retention.
- Higher email open and conversion rates due to hyper-personalized messaging.
“I think what we’re proving is that when you get to know your customers and you’re sending them more personalized things that they want to see, it just helps everything — we see revenue grow, engagement rates grow, better traffic, just a better overall customer experience.”
Total Tools: Personalized offers boost engagement
Total Tools, Australia’s largest professional tool retailer, aimed to deliver consistent, personalized experiences across all customer touchpoints—online and in-store.
Challenges:
With a wide customer base ranging from individual tradespeople to large-scale businesses, Total Tools needed to unify fragmented customer data and deliver tailored messaging that reflected each shopper’s unique needs and preferences.
Solution:
Using SAP Emarsys, Total Tools centralized its customer data and executed a personalized, omnichannel strategy to boost engagement and loyalty. The brand implemented:
- AI-driven Product Recommendations: Website content dynamically adapted to each visitor’s browsing behavior and purchase history.
- Integrated Loyalty Incentives: Online experiences were enriched with personalized loyalty program offers to encourage repeat purchases.
- Cross-Channel Campaign Orchestration: Consistent messaging across email, web, and digital ads reinforced relevance at every stage of the customer journey.
Results:
- 2× increase in click-through rates after implementing product recommendations
- 200% growth in online loyalty program sign-ups
- 30% increase in active CRM customers
- 15× return on cross-channel CRM ad spend
“We wanted to deliver value in real time. So when our customers show interest in a product and they have a need, we’re there with the right message in the right channel. And we also wanted to deliver more tailored product recommendations based on what we knew about our consumer.”
Love, Bonito: AI recommendations drive revenue
Love, Bonito, a leading fashion brand in Southeast Asia, set out to deliver deeply personalized, omnichannel experiences that convert and retain customers at scale.
Challenges:
As a rapidly growing digital-native brand, Love, Bonito needed to strengthen its ability to drive conversions and repeat purchases through personalized experiences across email, web, and paid media.
Solution:
Using SAP Emarsys, Love, Bonito automated personalized journeys and connected its digital and physical channels to better serve each shopper. The brand implemented:
- AI-driven Product Recommendations: Shoppers received personalized product suggestions on-site based on browsing behavior and preferences.
- Cross-Channel Personalization: Coordinated email and paid media campaigns tailored offers and content by customer lifecycle stage.
- Omnichannel Integration: Website recommendations were extended in-store via iPads, creating seamless online-to-offline continuity.
- Audience Suppression for Paid Ads: Smart suppression tactics helped improve efficiency and reduce ad fatigue.
Results:
- 3× higher conversion rate with personalized recommendations
- +67% increase in first-time buyer conversion
- +18% increase in repeat purchases
- +32% growth in average order value
- 15% uplift in online revenue within six months
- 60% improvement in return on ad spend
“SAP Emarsys has enabled us to create automated personalized customer journeys across email, onsite, and paid channels. The product recommendation capability from SAP Emarsys is very robust in generating personalized recommendations for our online visitors, resulting in a 3× higher conversion rate from SAP Emarsys-powered recommendations.”
Adore Beauty: Loyalty-based personalization at scale
Adore Beauty, Australia’s first online cosmetics retailer, sought to enhance customer engagement and retention through personalized, cross-channel experiences.
Challenges:
With a diverse product range and a growing customer base, Adore Beauty aimed to maintain a leading customer experience by fostering loyalty and increasing retention, particularly focusing on driving second purchases.
Solution:
Leveraging SAP Emarsys, Adore Beauty integrated its loyalty program to deliver contextual, personalized interactions across multiple channels. The brand implemented:
- Dynamic Content Blocks: Personalized beauty tips and product suggestions were displayed based on individual browsing and purchase history.
- Web Personalization: Product recommendations on the site aligned with items customers viewed, enhancing relevance.
- Personalized Email Campaigns: Follow-up emails featured a “Your personal edit” section, highlighting items tailored to each recipient.
- Dynamic Loyalty Banners: Customized headers displayed each loyalty member’s status and spending required to reach the next tier, along with personalized voucher codes and referral offers.
Results:
- 47% revenue growth over two years
- 43% increase in active customers
- 56% more returning customers year-on-year
- 80% of revenue coming from returning customers
- Over 95% of the highest-value customer segment joined the loyalty program
- Customer lifetime value now 5.5× higher than acquisition cost
“Customer confidence is one of the key pillars of every successful business. We show reciprocity to the customers willing to share their zero-party data by delivering a more tailored and relevant experience.”
Krispy Kreme: Targeted messages increase web traffic
Krispy Kreme (ANZ), a renowned global doughnut brand, sought to unify its in-store and online customer experiences through data-driven personalization.
Challenges:
Krispy Kreme faced challenges in integrating customer data across channels, resulting in a lack of personalization in their marketing efforts. This disconnect hindered the delivery of a seamless customer journey, impacting engagement and loyalty.
Solution:
By partnering with SAP Emarsys, Krispy Kreme implemented a personalized omnichannel strategy that bridged the gap between physical and digital touchpoints. The brand executed:
- Automated Email Programs: Implemented welcome and re-engagement series to nurture customer relationships.
- Personalized Product Recommendations: Utilized customer data to tailor suggestions based on purchase frequency and flavor preferences.
- Exclusive Rewards: Offered individualized incentives aligned with each customer’s buying habits.
Results:
- 53% increase in lead generation through automated programs
- 70% year-over-year growth in website clicks
- 19% year-over-year rise in revenue attributed to digital marketing efforts
It’s really easy to understand, the amount of data that we’re able to extract from SAP Emarsys, the data dashboards as well, are super helpful for us to then analyze and implement new journeys or really optimize our current ones. So overall, it’s been a great experience using SAP Emarsys, as I believe it’s a super simple but, super effective platform as well.”
Brisbane Airport: Timely personalization elevates engagement
Brisbane Airport, the third-largest airport in Australia, aimed to enhance traveler engagement through data-driven personalization.
Challenges:
With millions of passengers and diverse operations, Brisbane Airport faced challenges in unifying siloed data across its business units. The airport sought to deliver personalized experiences to digitally savvy travelers and increase customer retention.
Solution:
By partnering with SAP Emarsys, Brisbane Airport implemented targeted, real-time messaging strategies that leveraged customer data to enhance the traveler experience. The airport executed:
- Data Integration: Unified data from parking bookings and e-commerce transactions to identify customer patterns and behaviors.
- Persona Development: Created accurate customer personas based on travel behavior and preferences, enabling tailored communications.
- Cross-Selling Campaigns: Designed campaigns linking services, such as promoting duty-free shopping to parking customers.
- Real-Time Engagement: Utilized web channels and SMS to deliver timely updates and offers to travelers.
Results:
- 11.95% increase in active customers
- 28.5% year-over-year growth in attributed revenue
“Commerce is happening everywhere all the time. And the customer journey is no longer linear, but it’s more like a big assortment of matrix touchpoints. And I think that everyone can relate to this, being consumers themselves. So the goal ultimately is to be connecting these commerce channels across the full spectrum.”
Elevate Your Personalization Strategy with AI
Brands that succeed in website personalization take a strategic, data-driven approach. By integrating AI, predictive analytics, and omnichannel engagement, marketers can create hyper-relevant experiences that drive loyalty and revenue.
With SAP Emarsys, marketers have the power to unify data, automate at scale, and deliver personalized content where it matters most, from the website to email, paid media, and beyond.
As customer expectations continue to rise, the ability to act on data quickly and meaningfully will define the next generation of customer loyalty and growth. Are you ready to implement advanced website personalization?
