Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

From generative AI to loyalty and personalization, here are 5 takeaways from eTail Palm Springs 2023

Brands were abuzz at eTail West 2023 in Palm Springs this week, talking about tech, loyalty, and integration. Here are our top five takeaways from the event.

1. Retailers want to move with ChatGPT and generative AI

It seemed like almost everyone mentioned ChatGPT, from eTail presenters explaining how they’re using the tech to warming up crowds with an AI-generated joke.

Streetwear retailer Snipes’ chief digital officer Jenna Posner said the company has already experimented with AI, using tools like Copysmith,, Jasper, and Hypotenuse AI for product listings.

But it’s important you’re not using AI without human supervision, both because Google could penalize it and because it could look too inhuman. “You never want a customer to say ‘Oh, your SEO is showing,’” said Noelle Sadler Delory, CMO of thredUP, about product listings.

When it comes to generative AI—or any customer-facing tech—performance and brand marketers need to be in the same room, understanding the same metrics, and speaking the same language.

2. Loyalty is a long game

Brands agreed loyalty is the key to growth, but it’s hard to justify when customer touchpoints don’t yield immediate results.

This is where it’s important to focus on overall strategy rather than the ROI of each individual campaign.

As for KPIs, clothing brand Marine Layer uses customer productivity and customer yield for engagement, according to CMO Renee Halvorsen.

And don’t fall back on subscriptions, because consumers get fatigued if the opportunity isn’t right. “Not every business is built for subscription,” said Kimberly Tobman, CEO of flower retailer The Bouqs Company. In those cases, focus on community-building.

3. Seamlessly integrate in-store and ecommerce

It’s basic, but it’s true. Customers’ experience should not feel any different, whether they’re on an app, a website, or in-store. Customers shouldn’t have to re-input info depending on the channel, and retailers should meet them where they are.

“I really don’t have a channel, I have a customer,” said Scott Saeger, senior vice president and chief information officer of GNC. That ecommerce customer could be a brick-and-mortar customer next month. Make that transformation as seamless as possible.

4. Personalization is the path to customer growth

“We are definitely doubling down on personalization,” said Barkha Saxena, chief data officer, senior vice president, and general manager, shoppers at Poshmark.

As customers interact with the Poshmark feed, it takes data in real time and feeds it back. The more time customers spend with the feed, the more personalized it becomes, and the more time they may spend in the future.

Something as simple as using a customer’s first name in email or SMS yields results, according to Lisa Eng, director of retention marketing at Spanx.

Expect AI and automation to help drive personalization efforts this year, said Brooke Cullison, senior acquisition manager at Liquid I.V.

5. Segmentation will be big this year

Segmentation is separate from personalization, because even though it targets individual customers, in a sense it does this through generalization.

For jewelry company Ring Concierge, someone purchasing an engagement ring is more likely to buy another piece as a gift in the future than someone buying more casual jewelry, so Ring targets those consumers as gifters rather than wearers of jewelry.

Spanx uses segmentation similarly, targeting existing customers differently than first-time ones. “We really lean into urgency, and oftentimes urgency around inventory of scarcity” for those first-time buyers, said Eng.


This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.