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Honors for Personalization Expertise

Avery boosts customer experience

From labels, stickers, and cards to printable templates and designs, Avery offers products tailored for every need, empowering businesses both big and small. Mastercard Dynamic Yield enabled personalized recommendations and seamless experiences, helping users compare, discover, and navigate Avery’s complex catalog with ease.

Tailoring

by keywords to show visitors products that match their interests

Recommending

products based on visitor history, so they quickly find what they want

Cross-selling

to compatible products from the free DIY template pages

Man on laptop smiling researching Avery

Challenge

Avery.com attracts a wide range of users – from those browsing ideas to others using free templates for products they purchased beyond Avery.com.

 

This mix makes it tricky to tell who’s ready to buy and who’s just exploring. And without that personal insight, it’s tough to tailor the site experience in a way that naturally boosts sales, encourages return visits, and keeps users engaged.

Solution

With Mastercard Dynamic Yield, Avery segmented its users by purchase intent levels, using engagement metrics such as product page views to define three core user groups.

 

In 2024, with the help of their dedicated Mastercard Dynamic Yield customer success manager, Avery launched ‘Intent Graduation Metrics’ to track how users move from low to medium to high buying intent.

 

These insights enable the business to fine-tune content and deliver more relevant and effective digital experiences that naturally usher users through the funnel towards the products they are most likely to buy.

Woman on phone at work

Impact

Defining personalization campaigns by purchase intent segments has helped Avery shift from a single experience to dynamic journey mapping.

By aligning KPIs with audience intent – pageviews for low, adds-to-cart for medium, and conversions for high – Avery is not only improving performance metrics but also fostering smarter site design, stronger user engagement, and a more unified approach to site optimization.

+20.35%

RPU from high-intent users, as smart cross-selling on free templates drives significant revenue.

+11.88%

RPU from cart recommendations, with Avery's personalized widgets boosting revenue.

+8.2%

RPU from recommendation widgets tailored to users with a label designer affinity.

Person on tablet browsing Avery products

 

A Mastercard Dynamic Yield-powered conversational commerce chatbot widgets allow users to select their preferred label shape and material, generating a list of product recommendations in just a few clicks, which streamlines product discovery.

Through Mastercard Dynamic Yield, we’re able to effectively understand our distinct audiences on Avery.com, particularly through the lens of audiences’ different levels of intent to purchase, alongside customer behavior within our free design tool.

Marita Serrano

Our exceptional program is comprised of over 50 active campaigns across the web and now, email too. It personalizes experiences based on intent, activity, and traffic source – leveraging an incredible combination of the tailoring and tracking capabilities within Mastercard Dynamic Yield and the rich data we feed to the platform for both our uniquely complex product catalog and our users’ activity. It delivers engaging, dynamic content, and also supports the merchandizing and tailoring of our promotional content.

What's next

Avery aims to expand the program with cutting-edge innovations, such as empathic tailoring, personalized imagery based on findings in the Avery Design & Print online tool, and personalized page experiences based on whether the visitor is new or returning. The team remains committed to streamlining and expertly personalizing the user journey to deliver even more relevant, conversion-driving experiences sitewide.

Meet the team

The success of Avery's personalization strategy is a testament to the collaborative efforts and expertise of the teams involved. Meet the key individuals who drove this impactful transformation.

Marita Serrano

Head of Personalization & Web Content

Ryan Han

Digital Marketing Specialist, Personalization & Web Content

Eric Kim

Group Manager, Digital Marketing

Honorees’ stories

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