Part 3

In Part 3 of our X:30 Master Your Toolkit series, we explored how to deliver personalization at scale across the customer journey by leveraging unified data from Shopify and dotdigital. From post-purchase campaigns to omnichannel experiences, the session focused on how automation, behavioral insights, and smart segmentation empower brands to create highly relevant customer interactions while maintaining privacy and operational efficiency.

Key takeaways:

• Unified personalization across channels: Shopify's unified commerce approach allows brands to personalize experiences seamlessly across online, in-store, and social commerce touchpoints.

• Behavioral triggers power automation: Tools like Shopify Flow enable brands to set up automation based on real-time behaviors—like replenishment reminders or first-time purchases.
• Customer lifecycle journeys: dotdigital helps brands design data-driven journeys—from welcome series to loyalty and reactivation programs—using Shopify’s rich customer data.
• First-party data + privacy compliance: Emphasis on capturing and activating first-party data within the bounds of evolving privacy laws (e.g. GDPR).

• Underused potential: Brands can do more with past purchase data and customer preferences—ideal for targeting product launches or early adopters.
• AI for efficiency: Both platforms are building AI tools to accelerate segmentation, campaign creation, automated translations, and insights through natural language queries.

From tactical automation to future-focused innovation, this session showcased how personalization becomes scalable when unified data and the right tools come together.