KNO

Around the time we announced the Repeat acquisition, I shared a slide at a company-wide meeting that summarized the way we would begin to think about personalization: Who are you reaching when and with what content and what incentive?

For Stamped, this was a big move toward the multi-product vision we laid out for our customer base. And, now, it’s getting better.

If you missed the news this week, we made a big announcement that furthers both that multi-product vision and strengthens our personalization offering:

Stamped and KNOCommerce are joining forces and Jermiah Prummer has joined Stamped as CEO. (That also means, starting next week, this newsletter will be coming from him.)

For me, this is an exciting development.

If we go back to that summarized view of personalization, you can break it down into three components:

• Timing

• Content

• Incentive

Repeat handles the “timing” and, through its product recommendation engine that delivers the right product recommendations in context, parts of “content.” Stamped, through our reviews product, handles parts of “content,” too, and, through our loyalty product, handles “what incentive.”

KNO, though, builds on both Repeat’s and Stamped’s strengths by marrying the quantitative data from those tools with the qualitative, first party data from KNO’s surveys. It means we’re doubling down on “content,” allowing you to tailor who sees what even more, from reviews content to product recommendations to offers.

The promise of such a combination isn’t hard to imagine.

Finding out, for instance, what motivated someone’s decision to buy (via a KNO post-purchase survey) is information that, in the aggregate, can help you understand more about your customers at large.

You may, today, put that information to use in, say, your email marketing program to better retain and engage those customers. Those emails, though, are likely built to serve the median customer.

But what about the customers who don’t fit the median? What do you do for them? KNO, combined with Repeat and Stamped, could make that very easy.

You could, for instance, offer accelerated loyalty points earning to customers who told you in a post-purchase survey that they primarily bought because of a discount or wouldn’t consider buying your product at full price. You could also, for instance, adjust a replenishment reminder message for customers who told you on a post-purchase survey that they were purchasing your product as a gift—and include reviews content from fellow gift givers to encourage that next gift.

The possibilities here are incredibly exciting, because they open up entirely new possibilities for brands (without new complexities) but also add another layer of improvement to many of the things brands are already doing today.

I can’t wait for Jeremiah and the team to show you more of what they are.