App personalization refers to adjusting the application content, interface or features so that they offer the user a unique experience, best suited to their needs. Personalized app not only eases the user experience and makes it more involved, while increasing the loyalty of the user to application and the company.
Typically, app personalization will offer the user the ability to change interface settings to their liking including font size, screen color, products per page listed, language, currency or even type of product. Ads are able to target users specifically based on their preferences.
An example of this is showing ads for women’s clothing to a user who has only purchased women’s clothing on the site. Approaches to app personalization include asking the customer during the app onboarding process, segmenting audiences through contextual targeting and through behavioral targeting.