Leading brands continue to iterate on site technology stacks to personalize site experiences. For others, complications with storing and using customer data make true personalization still a pipe dream. The best alternative for brands is to make do with mass personalization techniques—a baseline where brands curate site content to appeal to target audiences.

The mass personalization approach often takes the form of standard cross-selling: including recommended and complementary products on the homepage and product pages, curating content by lifestyle, and tailoring language to create a sense of personalization. A fifth of brands analyzed in L2’s Content & Commerce report employ mass personalization, indicating that it has yet to become the norm.

Financial services brands lead the way in mass personalization, leveraging customer data and tying products to customer life cycle changes (e.g. buying a new home, saving for college tuition, etc.). For instance, Allstate lists local agents and provides a dedicated editorial section focused on life stages related to major financial decisions.


The insurance firm uses personalized language to forge a personal connection with site visitors, using editorial content titles like “Insure Your Love” and “Feel at Home With Renters Insurance.” As brands move closer to data-centered personalization, adoption of mass personalization can differentiate winners and losers in e-commerce.

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